Buying Gold Jewellery Online — What to Check Before You Buy

Verify the Hallmark

Ask for — and expect to see — a close-up photograph of the actual hallmark, not a stock image. The listing should state the fineness (375, 585, 750, 916, 999) and the assay office. No hallmark information is the biggest red flag in online gold sales.

Weight and Dimensions

Serious listings specify weight to the nearest 0.1g and include dimensions — ring size, bracelet length, pendant diameter. Vague descriptions usually mean the seller has not weighed the piece or is hiding something.

Photographs

Look for multiple high-resolution photographs of the actual piece, including a close-up of the hallmark. For pre-owned items, wear photographs should show any scratches, dents or plating loss honestly. Over-edited images often hide condition issues.

Returns and Consumer Rights

UK buyers have 14 days under the Consumer Contracts Regulations to return unworn items bought online. Reputable retailers offer 14–30 days as standard. Read the returns policy before buying — auction sites and private sellers typically offer no returns.

Authentication for Pre-Owned

For signed pieces, ask for original paperwork, service receipts, or independent authentication. For watches, serial numbers can be verified with the manufacturer. Pieces without provenance still sell, but at a discount that should be reflected in the price.

Payment

Use a credit card for any purchase over £100 — Section 75 of the Consumer Credit Act makes the card issuer jointly liable if the goods are not as described. Never bank-transfer to unfamiliar retailers; once money leaves your account by transfer, recovery is very difficult.

Bullion vs Jewellery Online

For pure metal exposure, buying sealed and assayed bars or coins from an established bullion dealer like SilverGoldBull is usually lower-risk than buying jewellery online — the product is standardised and the counterparty is regulated.

Frequently Asked Questions