Giving gold a fashion makeover is one thing; rebuilding its appeal among investors could be a much more challenging assignment.
More than 20 years ago gold was all the rage. After the United States removed price controls on gold in 1971, then allowed ordinary citizens to own gold, the price soared.
By 1980 it hit $US850 an ounce, pushed up by fear of inflation, recession, and global unrest.
Since then though, it has been a downhill journey.
Over the past 10 years the price of gold has fallen from $US370 an ounce to around $US266.
For New Zealanders the decline has been masked by the fact that the value of the kiwi has fallen against the US dollar over the same period. In New Zealand dollar terms gold is now worth about $655 an ounce, pretty much where it was 10 years ago - meaning it has fallen after taking inflation into account.
Even the much-maligned New Zealand sharemarket did better than that; over the past 10 years the market's top-40 index gained 150 per cent (including dividends).
Gold's traditional appeal is as a bulwark against uncertainty; when inflation runs rampant and Governments topple, goes the argument, gold will always be there.
Gold also has the advantage of being relatively compact (unless you're very rich), durable and widely accepted.
On the down side, you have to find somewhere to store it safely and gold doesn't pay interest.
The bad news for gold-owners is that the recent past has been economically benign, with inflation lying dormant at very least.
The strong performance of many sharemarkets has not helped gold either, and nor has the fact that some central banks have decided to make space in the vaults by selling a large portion of their gold reserves.
Even gold's traditional appeal during times of turmoil seems to be weakening. The last major financial upheaval - the Asian crisis which began in 1997 - had no discernible effect on the gold price, which continued on its downward path.
Money: It always glistens, but it hasn't shone
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