7879

7879 is a UK fine jewellery brand founded in November 2021 by Sach Kukadia and Ben Flowers, selling pure 24-karat gold and platinum jewellery priced transparently against live international bullion markets. The company takes its name from the atomic numbers of platinum (78) and gold (79) on the periodic table, reflecting its commitment to the highest purity precious metals and a pricing model that matches the underlying metal value rather than inflating it with opaque retail markups. 7879 calls its offering 'appreciating jewellery' — pieces that function simultaneously as wearable items and trackable investments, whose current market value can be monitored through a personalised customer portfolio and sold back to 7879 at the prevailing bullion price at any time.

The problem 7879 was built to solve is structural to the traditional jewellery market: the vast majority of fine jewellery is made from 14 or 18-karat alloys (diluted with other metals), sold at two to three times the underlying metal value through high-street and department store channels, and cannot be resold at anything close to purchase price — typically fetching 20% or less at resale. 7879 inverts this model by using investment-grade 24-karat gold and responsibly mined platinum, pricing each piece by weight against real-time commodity data, applying only a transparent 30% craftsmanship fee, and guaranteeing buy-back at prevailing market rates. The company has also developed a patented process for strengthening pure platinum — which is naturally softer than alloyed alternatives — making its pieces as durable as any conventionally manufactured jewellery while maintaining purity.

7879 launched in Selfridges and subsequently in Harrods, raised a £5.5 million seed round led by Anglo American PLC in 2022, and achieved £1.5 million in revenue in its first year with quarterly sales growing 977% from Q1 to Q4. The brand reached a £6 million revenue run rate in year two, has attracted a customer base that is approximately 75% male and more than 50% US-based, and has won two UK Search Awards for its digital marketing. The company's target customer is the consumer who wants genuine precious metal jewellery at an accessible price point — a segment large but historically underserved between fashion jewellery and luxury designer pieces.