Many top brands in the jewellery industry mark up their products 300% on average. On top of that, They sell primarily 10K, 14K and 18K gold. so you are paying a lot more currency for lot less gold. We want to do things. That is why we offer our 22k gold jewellery at fair price that are often less than lower karat gold jewellery sold by other luxury brand. When you buy gold jewellery, buy bullion jewellery.