Karat (K) measures how much of a piece is pure gold, out of 24 parts. Pure 24K gold is too soft to hold up as jewelry, so it’s mixed with other metals for strength. The three karats you’ll see most often are 10K, 14K and 18K — here’s how they differ in practice.
The quick version
| 10K | 14K | 18K | |
|---|---|---|---|
| Pure gold | 41.7% | 58.5% | 75% |
| Colour | Lightest yellow | Rich, warm yellow | Deepest, most saturated |
| Hardness | Hardest (most scratch-resistant) | Middle | Softest of the three |
| Price | Lowest | Middle | Highest |
| Best for | Daily-wear chains & bracelets on a budget | Everyday jewelry — the all-round choice | Statement pieces, heirlooms, richest colour |
10K gold
At 41.7% pure gold, 10K has the most alloy metal — which makes it the hardest and most scratch-resistant of the three, and the most affordable. The colour is a lighter yellow. It’s the most popular choice for a chain you’ll wear every day and not baby.
14K gold
14K (58.5% pure) is the sweet spot for most buyers: a noticeably richer, warmer colour than 10K, still hard enough for daily wear, and priced between the two. If you’re not sure which to pick, 14K is the safe default.
18K gold
At 75% pure gold, 18K has the deepest, most saturated colour and the highest intrinsic value. It’s softer, so it shows wear a little sooner — which is why it suits statement pieces and heirlooms more than a chain that takes daily abuse.
Shop 18K gold chains → · 18K gold collection →
What about white and rose gold?
White and rose gold use the same karat system — the alloy metals just change the colour. White gold mixes in metals like palladium for a silvery tone; rose gold uses more copper for a pink tone (which also makes it slightly harder). You’ll find both across our rose gold chains and white gold styles.
Bottom line
Buy 10K for a hard-wearing everyday chain at the best price, 14K for the best balance of colour and durability, and 18K when colour and long-term value matter more than toughness. Still deciding on a style? See our gold chain styles guide.