Apples of Gold was launched online in 1999, provided that traditional jewelry was overpriced. Seeing that the price of jewelry in high-end retail boutiques is too high, they dare to believe that there is a better way. Apples of Gold vows not to compromise on quality, but by working directly with manufacturers and wholesalers across the United States, they can apply a value-based approach to jewelry design without compromising quality or providing "less than ideal" select. In fact, over time, they saw many online jewelers sacrifice their own quality in order to compete in difficult markets, but they insisted on the cost of personal loss rather than giving up the white flag and choosing “more” Cheap" stuff. Their mission is complete: quality jewelry meets value and price.