A forgotten asset class
There’s no denying gold is valuable - it’s a tradable asset, with real value and liquidity in the modern economy. Since ancient civilizations, gold has been a universally accepted currency, and gold has always been a safe haven, untouched by inflation, speculation or geopolitical influence.
By the same token, it’s also pretty indisputable that jewellery is valuable. By elevating the already precious raw material through design and craftsmanship, goldsmiths have been able to create prized possessions of sometimes incredible worth.
However, in recent years jewellery has somehow lost its status as a valuable. As the fashion industry has looked for opportunities to expand, they’ve moved into adjacent categories, such as bags, footwear, sportswear, eyewear, beauty - and jewellery. And we’re now being served jewellery as ‘an accessory’, in seasonal drops, with 50% off discounts, and sitting next to sneakers, t-shirts and dresses.
Being presented with jewellery as a fashion accessory, we’ve somehow forgotten that jewellery is not a perishable product - neither in style nor in material condition. You could almost say the jewellery category has been corrupted by the commercial forces of the fashion calendar, forcing consumers to look at jewellery as a consumption item - not as the valuable that it really is.
But this is really doing injustice to jewellery, and to the myriad of talented trained gold- and silversmiths that make it - as well as to the owners of jewellery, who are in fact owners of real assets, perhaps with resale value they may not even realize.
As such, jewellery is the ultimate overlooked asset class. It’s a stable, non-speculative kind of asset, one that brings joy and tells a person’s life story, just as well as it holds value. So why is there still so much opacity when it comes to the real value of jewellery? Why isn’t there a well functioning market? Why isn’t it just as easy and reliable to invest in jewellery, as it is investing in obligations, old coins, art, limited edition sneakers, or even bitcoin?
We believe that this is both the past, but also the future of the jewellery category. To stop consuming, and (re)start owning.