7879

7879 is a London-based fine jewellery brand that sells 24-karat gold and pure platinum jewellery priced transparently against real-time international bullion markets. Founded in October 2021 by Sach Kukadia (CEO) and Ben Flowers (CTO), the brand is named after the atomic numbers of platinum (78) and gold (79) on the periodic table — a reference that signals its commitment to the highest purity of precious metal. The company operates exclusively online, eliminating the retail distribution layer that typically accounts for the majority of the markup on fine jewellery sold through traditional high-street and department store channels.

7879's business model is built on three principles: purity (all pieces are made from 24k recycled gold or responsibly mined platinum, with no alloy dilution), transparency (prices are set by weight and move in real time with the international bullion market, rather than being fixed at arbitrary retail multiples), and liquidity (the company offers a guaranteed buyback programme at the prevailing bullion price, so customers can exit their investment whenever they choose). This positions 7879's jewellery as wearable investment — the only asset class where the holder can simultaneously derive aesthetic enjoyment and a store of value. The brand also features proprietary technology that strengthens pure platinum to be harder and more durable than diluted equivalents, for the first time making unalloyed platinum commercially viable for everyday jewellery.

7879 achieved £1.5 million in revenue in its first year of trading, with quarterly revenues growing 977% from Q1 to Q4, and reached a £6 million annual run rate by its second year with 47% of revenue from repeat customers. The company raised £5.5 million in seed funding in 2022 led by Anglo American PLC, and has been stocked in Harrods and Selfridges. It has a particularly strong following in the US market, which accounts for over 50% of sales. The most recent funding of £1.1 million is supporting product development, digital marketing, and fulfilment expansion.