Oudtshoorn's ostrich industry dates back to 1864. The main reason for the surge in Oudtshoorn's prosperity was the ostrich, whose feathers had become fashionable accessories among European nobility. Feather exports saw a sharp increase from the Cape Colony during the mid-1860s, which is generally accepted as the launch of the industry in South Africa. By 1870, feather auctions were being held in Mossel Bay. In 1875, the census counted the town's population to be 1,837. Between 1875 and 1880, ostrich prices reached up to GBP 1,000 a pair. The value of ostrich feathers, per pound, equaled almost that of diamonds. The farmers of the region, realising that ostriches were far more profitable than any other activity, ripped out their other crops and planted lucerne, which was used as feed for the ostriches. By 1877, feather auctions were also being held in Oudtshoorn itself. The rising wealth also finally allowed for the completion of the Dutch Reformed Church, which was opened on 7 June 1879. Such was the worth of the white ostrich feather, that it was dubbed "white gold".