You want to buy a gold piece of jewelry. You open your computer, type "gold jewelry," and then... it's overwhelming. Thousands of websites, prices ranging from €30 to €30,000, and one question that remains: Who can be trusted?
Between luxury giants with exorbitant profit margins and shopping center jewelry stores selling 9-carat gold at exorbitant prices, it is difficult to find the right balance.
To help you choose right away, here is a summary of our market comparison:
⚡ In Brief: Where to buy your jewelry? (The Comparison)
Place of purchase Gold Quality Price What you're really paying for Retail Chains Low (Often 9k) Accessible The shop rent Luxury Brands Excellent (18k) Very High The logo and the advertisement Online Workshop Excellent (18k) Just The material and the know-how
In this guide, we break down these 3 options to help you buy real quality without breaking the bank.
Option 1: The Jewelry Stores in the "Shopping Center" (The Trap)
They're everywhere, with bright windows and constant promotions. It's the easy option. But is it the right one?
The problem of matter
In these stores, the majority of jewelry sold under the label "Gold" is actually:
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9-carat (375) gold : an alloy that contains only 37.5% gold. Can't see the difference in quality with the naked eye? To understand why 9k gold is less durable, see our full report: Gold 375 (9k) vs Gold 750 (18k): The big comparison > .
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Of Gold Plated : a thin layer that disappears in a few months.
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Result : The jewelry oxidizes, darkens or loses its color after 2 or 3 years.
Why is it expensive for what it is?
Even though the price seems low, it's high relative to the quality. You're funding the exorbitant rents of shopping centers and the salaries of salespeople, not the amount of gold in your jewelry.
Option 2: The Great Luxury Brands (The Price of Dreams)
Place Vendôme, grand avenues... Here, the quality is indisputable. It's 18-carat (750) gold , the standard of excellence.
The price problem
Let's take a simple gold bracelet.
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Actual manufacturing cost (Gold + Labor): €350
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Retail price in luxury boutiques: €2,500
You're paying for the prestige, the celebrity spokesperson, the champagne in the boutique, and the global advertising campaign. It's a choice of social status, but it's not a rational economic choice for the jewelry itself.
Option 3: Online Workshops (The Smart Choice)
This is the third way, the one we advocate at The Girl from the South .
The principle is simple: The Short Circuit .
How does it work?
Artisan Workshop ➡️ YOU (Elimination of multiple intermediaries, no physical stores).
The 3 Advantages of Direct Workshop Service:
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The Quality of Luxury: We use the same 18 Carat Gold (750/1000) than the great houses. It is an unalterable, eternal and certified gold.
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The Fair Price: By eliminating the multiple intermediaries, the final price is 30% to 50% cheaper . You pay for the weight of the gold and the craftsman's work.
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Authenticity: You are buying from a French craftsman, often passionate, who makes or selects his pieces with care.
A Word from the Craftsman:
"Our mission is simple: to democratize 18-carat gold. Why pay three times the price for a label? With us, the value is in the metal, not in the marketing."
💎 Discover our 18k gold jewelry >
The Trust Checklist: How to Spot a Good Website?
Are you hesitant to buy online? Here are 4 points to check to make sure you don't make a mistake:
1. The Mention “18 Carat Gold” or “750”
Avoid vague terms like "Gold-filled," "Gold plated," or "Genuine gold" without further specification. Demand clear wording: 18k gold Or 750 thousandths .
2. The Weight of the Jewel
This is the ultimate guarantee of transparency. A reliable site indicates the weight in grams gold. This allows you to understand what you are buying (solid or hollow).
(See our guide:) What is the price of a gold chain per gram?
3. Verified Customer Reviews
Look at the customer reviews. Are they recent? Are there photos from customers?
4. Origin and After-Sales Service
Is this a French company? Is there a phone number or a chat service?
Conclusion: Buy Better, Keep Longer
There's no bad place to buy, it all depends on your goal:
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For disposable items: Large retailers.
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For brand image: Luxury.
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For quality and price: The Online Workshop.
At the house of At La Fille du Sud , we have chosen transparency. 18-carat gold, fair prices, and passionate craftsmanship.
Ready to discover accessible luxury?
💎 Explore our online store and collections >
Quick FAQ
Is it risky to buy jewelry online?
No, if the site is secure (https), based in France, and displays its legal notices. You also benefit from the legal withdrawal period (minimum 14 days).
How can you tell if it's real gold from a distance?
The presence of the hallmark (Eagle's Head or 750 for 18k) is mandatory on coins weighing more than 3g.
Why are the waiting times sometimes longer in the workshop?
Because we're not a factory! Some pieces are made or adjusted to order. This guarantees that your jewelry hasn't been sitting in a warehouse for three years.