MATERIALS & VALUES
THE SIGNIFICANCE OF GOLD
Learn about real gold, why it’s the sustainable choice, and why Annouskas chooses to celebrate the whole material. At Annoushka we believe in the intrinsic quality and natural allure of gold, which makes it uniquely the most desirable of metals. Gold has been revered throughout history, Imbued with a symbolic, almost holy value due to its reflective patina, history has often depicted gold as incandescent, appearing to have shining a light from within, but this is actually due to its unique ability to absorb and reflect light. Prized both for its value and its beauty, it features in the myths and narratives of diverse cultures.

The tangible value of this noble metal can be significantly enhanced when crafted as a precious jewel.
“Solid gold has never and will never lose its desirability, nor its intrinsic value”
Gold tones can be changed through alloying, to be shades of yellow, white or rose in colour. Artfully combining gold colours and then treating the surfaces by polishing and texturing in various ways to catch the light and the eye, Annoushka creates complex jewels to be worn and loved today, and tomorrow.

Crafting in solid gold allows Annoushka creative freedom that other metals do not, and it also ensures that our pieces will endure the test of time.
The universal love of gold ensures continued demand, so newly mined gold accounts for typically 75% of that demand each year, with the shortfall made up from recycled gold. At Annoushka, we strive to support a sustainable future for all including the trades who work with and support us. Gold is mined all over the world, with the majority of gold miners globally being artisanal and small-scale miners. An estimated 100 million people worldwide rely on small-scale mining to support their families and communities.

In recognising that gold mining is ethically challenging and can be environmentally damaging, our ambition is to use only 100% ethical gold in our collections by 2025.
THIS IS SOLID GOLD
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MAGIC OF 18CT GOLD
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MORE TO EXPLORE
MYTHOLOGY
COLLECTION

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CROWNS
COLLECTION

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DUSTY DIAMONDS
COLLECTION

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