Pure gold (24-karat) is much too soft to wear as jewelry, so other metals are added to pure gold to enhance its durability. It’s about striking the perfect balance between the warmth and purity of gold and adding just enough alloy to ensure the jewelry’s longevity, or to give it a particular hue like white or rose gold. We use 18k gold for our jewelry which is made of 75 percent pure gold and 25 percent of alloys.