It is a lot more expensive to buy, we can all agree on that.  Still, the gold jewelry which you can find in my webstore is 14k, which means that it doesn't fade or wear out like gold filled or gold vermeil.  Because the cost of gold has more than tripled in the past couple of years, many designers have substituted the lesser quality and charged the same price as what gold used to cost.  It's really not right - since consumers aren't really explained the difference. Gold jewelry, when it is 14k, will last a lifetime.  Yes, it is expensive, but you won't have to throw it away after a year or two.  Now, it's an investment.  Because the price of gold has reached over $1000 per troy ounce, many women are taking their old gold jewelry that they don't wear anymore (maybe their grandmother's) and selling it for gold value.  You see, there is a residual benefit to owning something of value.  The other stuff, the gold filled, gold vermeil, etc.  is actually valued only for the design, and for as long as the gold veneer lasts. Take a look at the modern pieces that I have in my webstore.  They could be handed down or melted down - either way!