The concept is built upon the position that 18K solid gold is the superior purchasing choice for jewelry lovers seeking quality/longevity, trendiness, and economic value in their jewelry.

The typical offerings for those customers have historically been either trendy, "fake gold" brands with high price tags, or special-occasion, old-school jewelers with high price tags.

The Ange Hadid philosophy is to ditch materials masquerading as or emulating genuine, quality gold -- instead, 18K solid gold should be the sought-after standard, and should be available at accessible pricing, be branded in a culturally relevant way, and be valued as an economically superior purchase both short- and long-term.