The price of gold in jewelry stores cannot be the same as that of spot gold or international gold. Spot gold is pure gold, and its main function is to serve as the production and investment attribute of stored value and currency equivalent. Its price generally follows the international gold price and is affected by exchange rate fluctuations. However, the gold in jewelry stores has the consumption attribute, which increases the added value of products, and the production, management and sales expenses such as processing fees are more, so the price is higher. Generally, the price of gold in jewelry stores will be 15-30% higher than that of spot gold.

In addition, there are brand differences in the gold price of jewelry stores, and the more recognized the brand, the higher the price will be. This is called brand premium. In short, the difference between spot gold price or international gold price and jewelry store gold price can be understood as the difference between flour and steamed bread, and there are still some differences in steamed bread prices sold by different stores.