The Truth About Gold Purity

Gold has been humanity’s favourite metal for thousands of years — a symbol of power, love, and permanence.
But few people understand what those “karat” numbers actually mean, or how they change the look and longevity of your jewellery.

In its purest form, gold is 24 karats — soft, rich, and radiant. But pure gold bends easily, which makes it unsuitable for rings or prong settings.
That’s why jewellers blend gold with other metals (alloys) like copper, silver, palladium, or zinc to improve strength and adjust tone.

The result?
Different purities for different purposes — each with its own benefits.

1. 9K Gold – Everyday Strength

Purity: 37.5% gold
Composition: Gold + higher alloy content
Best for: Daily wear, chains, durable pieces

9K gold is the most practical and affordable option in the UK market.
It contains just over one-third pure gold, making it significantly harder and more resistant to scratching or bending.

It’s ideal for people who wear jewellery every day and want longevity over luxury.
The colour is slightly paler than higher karats — a subtle golden hue that pairs beautifully with modern minimalist designs.

If you’re investing in chunky pieces like men’s bracelets or solid chains, 9K offers unmatched value and strength.

2. 14K Gold – The Middle Ground

Purity: 58.5% gold
Composition: Gold + silver/copper mix
Best for: Everyday fine jewellery and engagement rings (common in the US)

14K gold strikes a balance between richness and durability.
It’s harder than 18K but warmer in tone than 9K — a great choice for clients who want strength without sacrificing too much colour.

It’s less common in the UK but still popular for custom designs where clients want that in-between look.

3. 18K Gold – The Luxury Standard

Purity: 75% gold
Composition: Gold + small amount of alloys for structure
Best for: Engagement rings, high-end jewellery, heirlooms

18K gold is the sweet spot for fine jewellery.
It offers the perfect balance: the deep, warm glow of pure gold with the strength needed for daily wear.

Its higher purity means fewer alloys, giving it that rich tone often associated with luxury.
It’s also hypoallergenic for most wearers, making it ideal for engagement rings and skin-contact pieces.

At Hour Time Jewellery, 18K is our standard for bespoke engagement rings, as it maintains brilliance, feels weighty, and retains long-term value.

18K gold also holds resale strength — especially in yellow or white gold forms. It’s the professional’s choice for timeless fine jewellery.

4. 24K Gold – Pure, But Impractical

Purity: 99.9% gold
Composition: None — pure gold
Best for: Investment bars, coins, and ceremonial jewellery

24K gold has unmatched lustre — deep, buttery yellow that feels regal.
But that beauty comes with a flaw: softness.

It bends easily, scratches quickly, and can’t securely hold diamonds or settings.
That’s why jewellers rarely use it for engagement rings or daily wear.

It’s better as an investment metal or for cultural jewellery that isn’t worn daily.

5. The Hidden Influence of Colour

The alloy mix doesn’t just affect durability — it changes colour:

• Yellow gold = classic warmth (pure gold + silver + copper)

• White gold = sleek modern tone (gold + palladium or nickel, coated in rhodium)

• Rose gold = romantic pink hue (gold + higher copper content)

Each tone suits different skin types and styles.
Yellow gold feels traditional. White gold looks contemporary. Rose gold feels soft and personal.
The karat choice will slightly shift these tones — 18K yellow gold is richer, while 9K is lighter and cooler.

6. Choosing What’s Right for You

Here’s how to decide:

When clients visit Hour Time Jewellery, we don’t just ask what metal they want — we ask how they’ll live with it.
Jewellery should fit your life, not just your style.

7. The Hour Time Standard

Every Hour Time piece is available in 9K, 14K, or 18K gold, with full hallmark certification.
We polish, rhodium-plate, and finish each ring to ensure colour consistency and surface protection.

We never compromise on gold quality or weight — no hollow chains, no underweight settings.
Our aim is to deliver jewellery that feels as valuable in your hand as it looks in your memory.