Q- Isn't pure gold too soft for jewelery? A- If the gold is annealed properly during it's construction, it can be enjoyed on a daily basis. Q- How will pure gold wear? A- Gold is self burnishing, meaning it will develop a patina as well as a rich lustre that increases over time adding to it's distinction Q- What is 24k? A- The purity of gold is defined by the term (K)arat, 24=100% Pure gold is 24/24ths or 24 karats. As a comparison, 14karat gold is 14 parts pure with 10 parts alloy added. Q- Are you selling 24k plated jewelry, why not 22k? A- No! Solid gold is used in the creation of the Andura pure gold line. It's weight, feel, lustre and brilliance cannot be mistaken, even by 22k. Q- Can the pure gold line be considered an investment? A- Yes! Not only can pure gold be an apreciating form of accumulating wealth, there are no reporting requirements for jewelry in the United States. Q- If your rings are pure gold, why is the cost above gold value A- The expense of labor, design and production costs associated require the cost to bring you these rings ready to enjoy for a lifetime.