7879

7879 is a UK fine jewellery brand that produces and sells gold and platinum jewellery through a direct-to-consumer online model, pricing every piece transparently based on real-time international bullion markets. The company's name references the atomic numbers of platinum (78) and gold (79) on the periodic table, reflecting its commitment to unalloyed precious metal purity. Founded in October 2021 by Sach Kukadia — the co-founder of SecretSales, the UK's first flash sales website — and Ben Flowers, a former Boston Consulting Group executive, 7879 is built around the proposition that consumers buying fine jewellery should pay prices that reflect the genuine market value of the precious metal in the piece, not inflated retail markups driven by distribution layers, prime retail locations, and marketing premiums.

The structural problem 7879 addresses is the opacity and inefficiency of conventional jewellery pricing. Most high street jewellers sell 14 or 18 karat gold — diluted alloys that are a fraction of the purity of investment-grade bullion — at prices that bear little relationship to the metal's actual commodity value. This pricing model makes it nearly impossible for consumers to understand what they are buying relative to its real worth, and means that second-hand resale typically returns only 20% or less of the original purchase price. 7879 disrupts this by selling exclusively in 24-karat recycled gold or responsibly mined platinum, pricing each piece by weight against the live bullion market, and offering a guaranteed buyback service at the prevailing metal price — creating what it calls 'appreciating jewellery' or 'wearable bullion'. Customers can track the real-time portfolio value of their pieces through a personalised online dashboard.

7879 achieved 977% quarterly revenue growth in its first year, reached a £6 million annual run rate by its second anniversary, and has raised £5.5 million in seed funding led by Anglo American PLC. The brand launched in Selfridges and Harrods and serves a global customer base with over 50% of sales from the United States. The company has since raised additional funding to extend its product range and continues to operate a fully remote team focused on online-only distribution.