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Its pure form has a deep yellow color and is incredibly soft, malleable and ductile. These properties have led to its widespread use in making jewelry and art.

Another of the many reasons why gold is so highly prized is because it is incredibly resistant to corrosion, rust and decay. Because of this quality of resistance, it is a reliable ‘yardstick’ of value.

For that reason, coupled with its rarity, it is used as the standard against which we measure the value of money.

No single substance on Earth has had such a huge influence on the course of human history and the shaping of society, culture and science as has gold.

Frequently Asked Questions

The fineness of jewelry gold is stated as the number of parts in twenty-four that are gold. Thus, 24 karat gold is pure gold; 12 K would be an alloy that is half gold and half copper or other metals.

Since the dawn of civilization, gold has been sought after for its status as a means of exchange and universal store of value par excellence.

White gold was originally developed to imitate platinum (a naturally white metal). White gold is usually an alloy containing about 75% gold and about 25% nickel and zinc. If stamped 18 karat, it would be 75% pure gold.