SecretSales founder Sach Kukadia set out to disrupt the gold business with investment focussed jewellery brand 7879. First year revenues hit £1.5m as sales soar following launch in Harrods and Selfridges having attracted a £5.5m seed funding round led by Anglo American PLC in 2022.
Reporting a 977% increase in sales and with revenue numbers set to double to £3m in 2023, just 12 months since launch, 7879 is founded by SecretSales.com founder Sach Kukadia and former BCG exec Ben Flowers,. It produces wearable jewellery items with two distinct features; all items are made from investment grade bullion and responsibly mined Platinum and are priced transparently for the first time (typically more than half of high street sellers) by weight in real-time according to the international bullion market.
The growth and scale at 7879 have been led by customers seeking a fresh approach to collecting jewellery as quarterly revenues jumped 977% from Q1 to Q4 in the first year’s trading. Average order values increased linearly to £500 and continue to grow, while repeat customers have contributed almost 50% of revenue numbers over the year with some buying up to 19 times within a few months. Customers are split 60:40 female to male ratio as all products listed are unisex. The introduction of transparent pricing has led to a disproportionately higher volume of platinum to gold sales, compared to the industry average.
The company’s name 7879 reflects the atomic numbers for platinum and gold on the periodic table, with all items being made from 100% recycled 24k gold or ethically mined platinum. 7879 customers can, for the first time, buy pure precious metals in the form of wearable jewellery, accurately reflecting the items true underlying cost, providing everyday jewellery that can generate potential yields on the metal value. The jewellery’s precious metals value can be tracked through a personalised online portfolio where they can sell back their items, regardless of its condition, for the prevailing price of platinum or gold.
When items are sold back to 7879, the company melts the items down and repurposes the metal into new pieces, creating a circular ecosystem with a focus on sustainability and their carbon footprint. All packaging is fully recyclable too and uses no plastic.
Sach Kukadia, co-founder and CEO of 7879 commented: “We had a brilliant first year and are set to take off in 2023. Consumer behaviour post pandemic has shifted towards smart purchases that may offer reduced risk. Our jewellery will hold monetary value forever and we believe jewellery should be viewed with the same investment thesis as property, wine or fine art. It is clear consumers want value exchange with every purchase; not only do we promise liquidity at any time but we sell jewellery pieces produced using a superior purity, for a fraction of the price, as well as a guaranteed sustainability promise. Furthermore, at a time of significant economic uncertainty, we believe selling jewellery transparently – not just in terms of pricing but also in quality – is key to paving the way to a sustainable future.”
The 7879 collection, comprises unisex pieces in weighted and solid 24-karat recycled gold or responsibly mined platinum, is designed in-house, with each piece hand finished, ASSAY office approved, hallmarked, certified and authenticated for the purity of metal. Every piece bought from 7879 comes with a lifetime warranty as well as having the benefits of being hypoallergenic and antimicrobial. “Gold and platinum landed on earth in a colossal meteor shower 4 billion years ago and in its purest form, it is antimicrobial and hypoallergenic, making our jewellery perfectly positioned in a world of heightened sanitisation post pandemic.” added Ben Flowers, CTO and cofounder at 7879.