We believe the more you understand about gold, the more you'll want to own it. This page explains how gold is priced, how we price our pieces, and what your gold could be worth over time.
Unlike most jewellery, Asil pieces are priced based on real gold value — not brand, not trend, not markup. Here's what goes into the price of every piece.
Gold is traded globally, around the clock. The "spot price" is what one troy ounce of
pure gold costs right now on the open market. It moves every minute, driven by
currency markets, inflation, geopolitical events, and supply and demand.
The gold content of each Asil piece is priced at or close to the daily spot rate.
This is why our prices change — and why your piece is always worth something real.
Gold doesn't shape itself. Every piece requires skilled hands — forming, finishing,
quality checking, and polishing. This craftsmanship is charged as a percentage of
the gold cost, reflecting the time and expertise involved.
We keep this fee reasonable on purpose. The goal is for you to own as much gold as
possible, not to pay for labour you can't wear.
Like any business, there are costs involved in running Asil — sourcing, quality
verification, packaging, and the logistics of getting real gold safely to your door.
We keep this lean by design. We'd rather you spend your money on gold than on overhead.
When you buy an Asil piece, the vast majority of what you pay is gold.
Two ways to deploy $100,000 in 2014. What would each be worth by 2024? The numbers below are based on real market data for the ten-year period.
Sources: Gold spot price (LBMA), Real Estate Board of Greater Vancouver benchmark composite. Real estate figures reflect property value appreciation only, without the effect of mortgage leverage, and exclude carrying costs (property tax, maintenance, strata fees) which would reduce net returns. Past performance does not guarantee future results.
Real estate matched gold in appreciation — but you couldn't wear it on your wrist.
Vancouver real estate doubled in value — but it required massive capital, years of illiquidity, and ongoing carrying costs (mortgage, property tax, maintenance) that eat into real returns. Gold matched it step for step, with none of the overhead. And you can sell it tomorrow. No broker. No listing. No waiting.
You don't need $100,000 to start. What happens if you redirect $500 a month — money you might otherwise spend — into gold instead of leaving it in a savings account?
Gold appreciation rate based on average annual price increase 2014–2024 (approx. 7.7% per year). Savings rate of 0.5% reflects typical Canadian high-interest savings account rate during this period. Gold returns are illustrative — actual returns depend on purchase timing and market conditions. Inflation not accounted for in either scenario.
Somewhere along the way, women were convinced that a diamond — particularly the one on their left hand — was the ultimate symbol of value. That belief was not accidental. "A Diamond Is Forever" was a marketing slogan, invented in 1947 by an ad agency for De Beers. It was one of the most effective campaigns in history, and it worked: generations of women came to associate diamonds with permanence, love, and worth.
Here's what they didn't tell you: you cannot resell a diamond the way you can resell gold. Walk into any jeweller with a diamond ring and you'll be offered a fraction of what you paid — often 20 to 30 cents on the dollar, sometimes less. Diamonds have no universal spot price. Their value is subjective, dependent on cut, colour, clarity, and what a buyer happens to want that day.
And now, lab-grown diamonds have changed the market entirely. Chemically identical to mined diamonds, produced at scale, available at a fraction of the cost. The price of natural diamonds has been falling. What was sold to you as rare and precious is becoming a commodity — and the resale value is falling with it.
Gold is different. Gold has a price right now — you can look it up. It is bought and sold in every country in the world. Its value does not depend on trend, sentiment, or a buyer's opinion. You can walk into a gold dealer in Toronto, Dubai, Lagos, or Seoul and exchange your piece for its weight in cash. That is what it means for something to truly hold value.
We're not going to tell you the stock market is a bad investment. It isn't. Over the long run, a diversified index fund is one of the most reliable wealth-building tools available. If you're investing in the S&P 500, keep going.
But here's what the market cannot give you: the feeling of wearing your investment to dinner. The quiet confidence of knowing that what's on your wrist is real, tangible, and yours — not a number on a screen that disappears when the market opens badly on a Monday morning.
Gold is not trying to beat the stock market. Gold is trying to be what no stock ticker ever can — something you can hold, wear, pass down, and exchange anywhere in the world without a broker, an account, or a login.
Women have historically been underrepresented in investment markets. Told it was too complicated, too risky, not their domain. Gold sidesteps all of that. It requires no account, no advisor, no platform. You buy it. You wear it. It's yours.
This is what women in cultures around the world have understood for centuries — gold worn on the body is wealth that belongs entirely to you. Not in a system. Not subject to someone else's decisions. On your wrist, where you put it.
Invest in the market too. But wear your gold. Because wearing your wealth is a power move — and it always has been.
Gold is only truly liquid if there's someone ready to buy it. We are. If you ever want to sell a piece back to us, we'll purchase it at the current market rate for the gold it contains. No hassle, no pressure.
Rather upgrade than cash out? Trade your piece toward something new — whether that's adding to your elastic bracelet collection or stepping up to a larger piece. Your gold never stops working for you.
Get in touch about a buyback or trade →The best time to start building a gold collection was ten years ago. The second best time is today.
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