Why do people think wearing silver jewellery is "cooler" than gold be it necklaces, earings or rings?

Why do people think wearing silver jewellery is "cooler" than gold be it necklaces, earings or rings?

And why do some people choose to wear gold jewellery and others silver jewellery?

Why do people think wearing silver jewellery is "cooler" than gold be it necklaces, earings or rings?
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