Why Investing in Gold Through Jewelry Is a Smart Strategy

Gold, a metal that spans generations

Last week, a customer told me, "My grandmother always bought gold. She said it was the only thing that held its value." And you know what? She was right. Gold remains valuable, even when everything around you changes.

In a world where inflation eats away at your money and banks offer ridiculously low rates, gold remains tangible. You can wear it, look at it, feel it. And yet, it doesn't lose its value. Buying gold jewelry isn't just about treating yourself. It's about protecting your money.

Why gold doesn't lose value

Gold has stood the test of time. Pharaohs wore it. Kings too. Today, it is universally recognized. Unlike a banknote, gold does not lose its purchasing power. Even if the currency falls in value, gold remains stable.

When the economy falters, many turn to gold. It's tangible. It's not a number on a screen. It's real, tangible, and reassuring.

Jewelry or ingots?

You can buy either bullion or jewelry. Jewelry has unique advantages:

• You can wear them and enjoy them.

• No one knows exactly how much you own.

• They are easily passed down within the family, without administrative hassle.

How to buy smart

Not all gold jewelry is created equal when it comes to investing. Here's what to look for:

• Karat: 18 karat = 75% pure gold. 22 karat = 91.6%. The higher the karat, the more solid the value.

• Weight: The heavier a piece of jewelry, the more gold it contains. Logical.

• Classic Design: A simple chain or bangle bracelet always looks precious.

• Invoice and certificate: Essential if you want to resell one day.

Gold, a heritage

Gold transcends time. Jewelry is passed down from generation to generation. Your grandmother wore it, your mother wears it, and so do you.

Beyond the sentimental aspect, it's a real financial asset. A necklace bought 40 years ago for 1,000 dirhams can now be worth 15,000. And it tells a story. The money in your account tells nothing. Your gold necklace tells the story of your family.

Protect your money

Inflation reduces your purchasing power. The money you keep in your account loses value every year. Gold often keeps pace with inflation, and sometimes even better. Buying gold jewelry means transforming dwindling bills into precious metal that lasts. And you can enjoy it every day.

When to buy

The price of gold changes daily. Waiting for the "perfect moment" could cause you to miss out. If you see a piece you like and the price is right, buy it. The key is to have the means at the time you make your choice.

Limits of gold

Gold doesn't generate regular income. Reselling it takes time and often requires going through a jeweler. It also needs to be stored securely. But despite this, gold remains a safe bet.

Jewelry or pure gold

A piece of jewelry crafted with stones and an intricate design is beautiful, but upon resale, you'll get back less than the value of pure gold. For a pure investment, choose simple pieces: chains, bracelets, or hoop earrings. You're paying primarily for the metal and maintaining a stable value.

At AZOR, we offer both: artistic pieces for those who want beauty and classic pieces for those who want a reliable investment.

Diversification

Don't put all your money in gold. You need to diversify: a little cash, a little real estate, a little gold. Gold is part of a balanced portfolio and protects your money over time.

My advice

Choose jewelry you love. If you like the jewelry and it retains its value, you're combining pleasure with security. Jewelry that shines and protects your money is the best of both worlds.

Come to AZOR, we'll show you our classic pieces, their weight, carat weight, and value. And if they can shine around your neck, even better.