Buying Gold Jewelry: A Profitable Investment

Last week, a customer told me something that got me thinking: "My grandmother always bought gold. She said it was the only thing that held its value." And you know what? She was right. Grandma knew what she was talking about.

In a world where the money in your account loses value due to inflation, where banks pay you ridiculously low interest rates, gold remains a safe bet. And the best part? You can wear it, enjoy it, and yet it retains its value. Buying gold jewelry isn't just an aesthetic pleasure. It's a smart way to manage your money.

Why gold retains its value

Gold has been considered precious for thousands of years. Pharaohs, kings, and civilizations around the world wore it. It's still universal today. And that won't change tomorrow.

Unlike your 100-dirham bill, which can lose value with inflation, gold retains its purchasing power. Even if the dirham or the dollar collapses, gold remains gold. It's tangible, concrete, and solid. Whereas money on a screen is just a number that fluctuates beyond your control.

Right now, with the unstable global economy, many people are returning to gold. It's reassuring, tangible. You see it, you touch it, it's real.

Jewelry or ingots?

If you want to invest in gold, you have two options: bullion or jewelry. And frankly, jewelry has huge advantages.

First, you can wear them. Your ingot stays in a safe. Your jewelry, you wear it every day, you enjoy it, you show it off. Second, jewelry is discreet. No one knows how much gold you're wearing. Your necklace may be worth 20,000 dirhams, but to others, it's just a pretty piece of jewelry.

And then, jewelry is easily passed down. You give your necklace to your daughter or great-niece, and hey presto, no complicated paperwork. A family gift that retains its value across generations.

How to buy smart

Not all jewelry is created equal when it comes to investing. You have to be smart.

• Karat weight : 18-karat gold is 75% pure gold, with the rest being alloys. 22-karat gold is 91.6% pure gold. The higher the karat weight, the greater the actual value. At AZOR, we favor 18-karat gold, the best compromise between strength and value.

• Weight : The heavier it is, the more gold there is. A 10-gram necklace will always be worth more than a 3-gram one. It's simple.

• Design : When investing, avoid overly trendy pieces. A classic chain, bangle bracelet, or simple hoop earrings will always retain their value. Complicated or ultra-trendy designs lose their resale value.

• The invoice : Always ask for a certificate. It proves the carat weight, carat weight, and carat value. Useful if you plan to resell it one day. At AZOR, each piece of jewelry comes with a detailed certificate.

Gold, a heritage

One of the greatest advantages of gold is its transmission. Jewelry is passed down from generation to generation. Your grandmother wore it, your mother wears it, you wear it, your daughter will wear it.

It's not just sentimental, it's also financial. The necklace your grandmother bought for 1,000 dirhams 40 years ago? Today, it could be worth 15,000. And what's more, it tells stories. Your money in the bank tells nothing. Your gold necklace tells the story of your family, your history, your memories.

Protect your money from inflation

Inflation reduces your purchasing power. Prices rise, but your salary doesn't always keep up. The money you keep in your account loses value every year. Gold, on the other hand, follows inflation. Often, it outpaces it. When the economy is bad, the price of gold rises. Buying gold jewelry protects your money while treating yourself.

When to buy

You don't have to be an expert to buy at the right time. If the price of gold falls, it's a good opportunity. But above all, buy when you have the money available. Waiting for the perfect moment risks missing out.

Limits of gold

Gold doesn't generate regular income. Unlike an apartment or stocks, your necklace won't make money. Reselling it takes time and rarely at a high price. And it needs to be secured, whether in a safe or insured.

Jewelry vs. Pure Investment

Jewelry crafted with precious stones includes the cost of design and craftsmanship. For pure investment, a simple piece is preferable. At AZOR, we offer both: artistic and classic. The choice is yours, depending on your goals.

Diversify

Gold shouldn't be your only investment. Ideally, you should have a balanced portfolio: some cash, some real estate, some stock market assets, and gold for safety.

My advice

Buy gold you love. If you want to combine pleasure and investment, choose pieces you'll wear proudly. It's the perfect combo: beauty and lasting value.

Come to AZOR, we'll show you our classic pieces, their weight, their carat weight, their value. And what's more, they can sparkle around your neck. Not bad, right?