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This Is
Solid Gold
At a time when we are all increasingly conscious of what we are buying, I wanted to explain why when I started Annoushka in 2009, I made a conscious decision to design in solid gold and why we are choosing to embrace the challenges of changing our business to be as responsible as possible.

I believe that jewellery should last forever, this is reflected in the timelessness of my designs and in the integrity of our materials. By choosing not to dilute the material through plating techniques, I work in a precious metal that is an endlessly recyclable, precious material.
Annoushka
What many people may not realise is that approximately 90% of gold currently in circulation has been already been recycled, often multiple times. To us, it seems obvious to recycle the gold already in circulation, rather than continuing to mine limited resources – recycled gold is just as beautiful and holds the same value as newly mined gold and yet has 600 times lower carbon emissions than newly mined gold.
Annoushka
We have reached a point where today 70% of our gold is recycled and we are holding ourselves accountable to reach 100% recycled gold as soon as possible. We have partnered with Positive Luxury to help us on this journey. By undertaking to use recycled gold, we are aligning with the UN Sustainable Development Goal number 12, which is Responsible Consumption and Production.
Since the Mesopotamians forged the first jewellery in 3600BC paving the way for the Egyptians in 2,600BC, to today’s record prices, gold has never and will never lose its desirability, nor its intrinsic value. Gold in its simplest form has a unique position in history. From its formation spanning millennia to its limitless lifespan going forward, gold, and by this, I mean solid gold, is eternal.

However, gold in its pure state has very different characteristics to gold vermeil (plated gold) which in time will wear off and eventually disappear. With so much information out there, I felt it was important to share these differences with you, to help you understand our jewellery a little better when considering a purchase.
Quality that’s hallmarked

What a lot of people don’t realise, is that gold is not always used in a pure state. Historically one might have gauged the quality of gold jewellery by its carat - 14ct, 18ct and so on, which is a measure that denotes the percentage of gold in that piece and comes with some easily recognisable hallmarks. At Annoushka we use 18ct solid gold, hallmarked with the numbers 750, a mark provided by the Assay Office, the UK authority on precious metals. Gold vermeil, by contrast, is the name given to jewellery made from a base metal such as brass, copper, nickel and sterling silver which has been electronically plated with a layer of gold. The plating process itself requires a great deal of energy and often involves toxic chemicals like cyanide, but beyond the toxicity, by using gold in this way, jewellers are removing its intrinsic capacity to be repurposed. The solution is not to provide the consumer with a lifetime re-plating guarantee, but to encourage jewellery designers, where possible, to use real gold, that can be treasured and passed down to future generations.
Annoushka
Annoushka
Annoushka
Honour our materials

In 2019 I was made an honorary Liveryman by London’s Goldsmiths Centre, an institution which celebrates the ancient craft of goldsmithing and the craftspeople who dedicate their lives to the bench. As a jeweller, designing in 18ct gold is a huge privilege, no substitute can ever compare to the unique and visceral magnetism of this precious material, the sense of magic and awe when you hold it in your hand. When I visit our workshop and talk to the men and women, some of whom I have worked with for 30 years, there is an unspoken sense of honouring the material through their craft. Maintaining the integrity of gold is fundamental to my work and reflected in the quality and detail, comfort, and timelessness of my design. I feel it’s integral to bring this to the fore for my customers, and so by buying solid gold they are making an investment in something which will last forever, not throwing money at a passing trend. Each piece of Annoushka jewellery is hallmarked and bears our unique makers mark which guarantees the quality of each individual piece now, and forever.
Annoushka
“Solid gold
has never and will never lose its desirability,
nor its intrinsic
value”
I feel it’s integral to bring this to the fore for my customers, and so by buying solid gold they are making an investment in something which will last forever, not throwing money at a passing trend. Each piece of Annoushka jewellery is hallmarked and bears our unique makers mark which guarantees the quality of each individual piece now, and forever.

Annoushka

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