Go for the Gold When it comes to jewelry, go for the gold standard. No metal is more popular for use in quality jewelry. When you purchase gold jewelry, you want the right balance of purity and durability. Since gold is such a soft metal, you'll want to think through how strong your ring or necklace needs to be. When gold is mixed with other metals like copper or zinc, the durability of the jewelry increases, but the purity of the gold decreases. The number of karats lets you know how pure the gold is. Ask us about gold purity and let us help you make the most informed decision before you buy.