By: Ahmad Saed Alzein, CEO of House of Emirates
London – UK
One of the unique features identifying House of Emirates brand is the company’s eternal immutable commitment toward the use of only 21K and 22K gold for jewellery within the brand offerings.
I strongly believe that anything short of the best quality of the metal does not symbolize any luxury. 18K gold is 25% copper, silver or zinc and 75% Gold, how on earth we call that luxury?
Gold has been cherished throughout history for its rarity, shine, and inherent worth. However, not all gold is the same. Gold purity is measured in karats (K), with 24K being the purest form. In the jewellery industry, gold is often mixed with other metals like silver, copper, or palladium to improve durability and create different color variations. While 18K gold contains 75% pure gold and 25% other metals, House of Emirates will only use 21K or 22K gold, which consists of 87.5% and 91.6% pure gold, respectively.
For me, gold should stay as close to its natural state as possible. The higher the gold content, the more genuine its look and the greater its cultural and historical importance. This belief aligns with the traditional preference in many areas, including the Middle East and Asia, where higher-karat gold is seen as a true symbol of wealth, luxury and status.
18K Gold: A Compromise in Luxury
Many luxury brands choose 18K gold for its durability and slightly lower price point. While it offers better resistance to scratches and wear, it lacks the rich lustre and intrinsic value found in 21K or 22K gold. For House of Emirates, opting for 18K gold would mean sacrificing the authenticity of the metal and the brand’s core belief. Luxury is not about making compromises; it’s about delivering the highest quality. Although 18K gold is widely accepted in Western jewellery markets, our brand views it as a diluted version of gold that fails to convey true prestige. House of Emirates serves a clientele that demands the purest and most valuable materials, making 21K and 22K gold the only suitable options.
Cultural and Historical Significance of High-Purity Gold
High-karat gold holds significant cultural and historical value, especially in the Arabian Peninsula, India, and Southeast Asia. In these areas, 21K and 22K gold jewellery is not only favoured but also viewed as a wise investment. Goldsmiths and artisans in these cultures have long appreciated high-purity gold for its malleability, vibrant colour, and ability to retain value across generations.
By utilizing 21K and 22K gold, House of Emirates honors centuries of tradition while reinforcing its dedication to authenticity. Unlike 18K gold, which contains a considerable amount of non-gold alloys, higher-purity gold preserves its natural lustre and is less prone to tarnishing. This aligns with the brand’s vision of providing jewellery that is not merely decorative but also carries a timeless legacy.
A Statement of True Luxury
House of Emirates does not just follow trends—it creates them. In a landscape where many luxury brands prioritize practicality over purity, the brand remains committed to the belief that true luxury is characterized by authenticity, rarity, and historical significance. The choice to exclusively use 21K and 22K gold is a declaration of unwavering quality, ensuring that each piece captures the essence of pure gold.
My own philosophy is straightforward: if gold is to be regarded as luxury, it must be of the highest purity. Anything less diminishes its true essence. By adhering to this principle, House of Emirates continues to set itself apart in the realm of high-end collectibles and fine jewellery, offering its clients not just adornments, but symbols of lasting wealth and prestige.
True luxury and investment-grade gold should be as close to its natural state as possible, making 21K and 22K gold the preferred choices for those who value purity and prestige.
