Invest in pure gold & platinum jewellery
Once you get past brand prestige and marketing hype, the real value of jewellery lies in the purity of its material. The purity of gold is measured in carats, with 24ct being the purest and platinum is measured in parts per 1000. Don't be fooled by the lustre — any gold less than 24 carats has been mixed with other alloys, diluting its value. We only deal in 24ct gold and pure platinum.
The 7879 promise
100% pure
This is literally the gold standard of precious metals. Jewellery in 24ct gold and pure platinum has a reliable, trackable value that can be easily exchanged for cash. Pure gold even has this evocative warm glow that just looks more appealing.
Our Competition
75% pure
You only have one guarantee with 18 carat gold: it's been mixed with 25% other material, like copper, silver, or another metal. Most jewellery sold as 'gold' is actually a diluted mix of 18 carats or lower, which narrows your resale options.
The Highstreet
58% pure
Only 14 out of 24 parts (58%) of 14ct gold is the metal it claims to be. That doesn't stop high street jewellers from selling 14ct products at an unfair markup that prioritises profit over purity.
