TRUEMARK: A New Era for Goro's Jewelry Resale Market

TRUEMARK: A New Approach to Goro's Jewelry Resale

As the world of fashion continues to evolve, the launch of TRUEMARK, a specialized resale brand for Goro's silver accessories, marks a significant milestone in the jewelry marketplace. Officially opened on July 24, 2025, TRUEMARK aims to offer customers the ability to enjoy genuine Goro's pieces with confidence and to help establish a safer environment for both buyers and sellers.

The Essence of Goro's

Goro's jewelry is not just a fashion statement; it holds substantial value as a collectible item. The brand has been revered for its craftsmanship and unique designs, and TRUEMARK is committed to ensuring that customers have a trustworthy and enjoyable experience when purchasing these treasures.

Strong Assurance with Unique Features

To build trust and reinforce the quality assurance of its pieces, TRUEMARK offers unique services:

1. Detailed Authentication Process: Each item sold at TRUEMARK comes with a verification guarantee card. This thorough authentication process includes evaluation by experienced staff who inspect every aspect of the piece, from materials to structural integrity.

- Evaluation Criteria:
- Length and width
- Thickness
- Weight
- Material (SV950/925, K18)
- Hardness
- Initial scratches
- Engravings
- Manufacturer's marks
- Generational pairs (ensuring no discrepancies in design elements)

2. Buyback Guarantee: TRUEMARK offers a remarkable buyback scheme where customers can sell back items purchased within a year for 60% to 83% of the original price. This policy ensures that customers feel secure in their purchases. As long as the pieces maintain their condition free from severe damage, items will retain substantial value. For example, a large silver feather purchased for ¥405,000 can be sold back for ¥324,000 (80% buyback rate).

3. High Purchase Prices: Thanks to the buyback guarantee scheme and low operational costs, TRUEMARK can offer competitive purchase prices for items. This customer-centric approach is designed to encourage circulation within the jewelry market while providing fair compensation to sellers.

4. Physical Location for Experience: Recognizing the significant investment in Goro's jewelry, potential buyers are encouraged to visit the TRUEMARK store in Nakano, Tokyo, to view and experience items firsthand. The company believes that touching and trying on jewelry offers an undeniable experience that online shopping can’t replicate. Customers can make appointments through their website.

5. Loyalty Points: Shoppers using the TRUEMARK shopping site will earn a bonus of 3% of their purchase towards future transactions (while purchases made from their Mercari shop are excluded).

A Passionate Foundation

TRUEMARK was founded by a group of four enthusiasts in their 40s to 50s, all of whom have been long-time admirers of Goro's jewelry, having been inspired by Goro Takahashi, the brand's founder. Hirohito Horita, the representative, boasts an impressive entrepreneurial background and aims to bridge his love for Goro's with a meaningful retail experience.

Horita and his team are committed to ensuring that customers enjoy the charm of Goro's items through a reliable and authentic platform. The team draws from their personal experiences, having encountered fake items in the past; they pride themselves on their expert ability to distinguish genuine pieces from the imitations.

In the spirit of Goro Takahashi's belief that his creations accompany those who wear them on their journeys, TRUEMARK seeks to introduce even more people to the wonder of Goro's jewelry.

Looking Ahead: The Future of TRUEMARK

As TRUEMARK establishes its brand, the initial inventory will largely consist of personal items from founding members, but plans for growth are on the horizon. The company aims to increase its stock through marketing efforts over the first year at its Nakano location and online sales. A second branch, TRUEMARK Harajuku, is projected to open in late 2026.

Additionally, there are plans to broaden the offered products to include lines such as Chrome Hearts and Kenkikuchi, further diversifying TRUEMARK's offerings.