U.S. jewelry company Sonalore says it is “shaking up” the industry by operating an unusual business model: it will buy its pieces back from customers when they no longer want them, guaranteeing to pay the market price for gold minus a 15% fee.

For Nidhi Singhvi, the company’s co-founder and CEO, this kind of model works best for high-value products — think luxury watches or cars. “Successful business models in a circular economy depend on three components: valuable underlying assets, transparent pricing or a fair price set by demand and supply forces, and efficient mechanisms for resale,” she told CNBC.

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In the ever-evolving landscape of luxury consumerism, a new paradigm is emerging, championed by innovative companies like Sonalore. Co-founded by Nidhi Singhvi and Navya Reddy, Sonalore is not just a fine jewelry brand; it’s a visionary enterprise redefining the concept of luxury purchases as sustainable investments. With a unique model that combines transparency, traceability, and a lifetime buyback guarantee, Sonalore is at the forefront of the shift towards a circular economy in luxury goods.

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One innovative eTailer Sonalore — is leading this change in fine jewelry, transforming how people buy, wear and sell their gold pieces. The company's approach turns traditional gold jewelry from a depreciating purchase into a liquid investment, while naturally promoting sustainability. Its “lifetime buyback guarantee” program not only transforms its wares into bona fide commodity investments for consumers, but also ensures its products can be easily recycled and reborn.

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