Our first principle
Fine jewellery, without the markup.
ruvv runs no physical stores. We strip out every layer that inflates the price of jewellery—and put that money back into the piece and the price you pay. One rule comes first: high-quality jewellery, at a fair price, delivered anywhere in the world.
Where your money goes
In a typical jewellery shop, most of the price isn’t the jewellery.
Showroom rent, sales staff, wholesalers, distributors and big advertising campaigns all sit between the workshop and you—and each one adds to the price tag. We removed them.
Traditional retail
- Gold & craftsmanship
- Wholesalers & distributors
- Showroom rent & staff
- Brand advertising
ruvv
- Gold & craftsmanship
- QC & insured delivery
Illustrative only—proportions vary by piece and retailer.
Our standard
14K and above.
Nothing less.
Too much of the jewellery market sells low-gold or gold-plated pieces at luxury prices—the cost is the logo and the shop, not the metal. We refuse to take part in that. We don’t sell anything below 14K gold—no silver dressed up in gold plating, no low-karat alloys—so the price you pay is always backed by real gold.
What does “K” mean?
Karat (K) tells you how much of a piece is pure gold, out of 24 parts. Pure 24K gold is too soft for everyday wear, so it is mixed with other metals for strength. The lower the number, the less gold—and the more the colour, shine and value depend on cheaper metals.
- 14K & 18K — the sweet spot for fine jewellery: rich gold colour, durable enough to wear daily, and holds its value.
- 10K & 9K — less than half gold. Cheaper to make, paler in colour, more prone to tarnish.
- Gold-plated — a microscopic layer of gold over another metal. It looks the same at first, then wears through.
Pure gold content
- 24K
99.9% gold· Too soft for jewellery
- 18K
75% goldruvv
- 14K
58.5% goldruvv
- 10K
41.7% gold
- 9K
37.5% gold
- Plated
a thin coating gold
What we cut
physical stores
No rent, fit-outs or showroom staff built into your price.
middlemen
Pieces come straight from the workshops that make them.
celebrity campaigns
We spend on the jewellery, not on billboards.
inflated mark-ups
A fair margin—and nothing hidden on top of it.
What we never cut
14K gold and above
Real gold you can see in the price—and honestly described stones.
Hands-on quality control
Our team in Korea inspects pieces before they ship.
Insured, tracked delivery
Door to door, to any country we deliver to.
Human support
Real people who understand your order, before and after you buy.
Who we are
Anchored in New Zealand
MYNZ LIMITED, incorporated in New Zealand, operates ruvv and sets the standards for how we work with makers and with you.
Made and checked in Korea
Our makers work in Korea, and so does our team—receiving, inspecting and packing every piece, so what you see online is what arrives in the box.
Delivered worldwide
Prices in your local currency, buyer protection on every order, and insured tracked parcels to your door.
Pay for the jewellery. Nothing else.
Explore fine 14K and 18K pieces at their honest price.
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