About us

After being in the jewellery business for about a decade, Charms Jewels established its gold refinery in Himachal Pradesh with a full-scale commercial refining operation facility. The refinery is a part of Sunanda Polymers and is one of the most advanced gold and silver refining facilities in the region.

We have the capacity to produce 100kg gold per day leading to 3000kgs in a month. It is dedicated towards growing its outreach and services to evolve into a global leader in the precious metal market.

We believe customers associate our brands with high quality and an outstanding customer experience. In all aspects of our business, Charms Jewels follows the operating principles of excellence in execution and continuous improvement. Our gold refining facility is a full-service lab capable of providing all the standard services.

Charms Jewels Refinery has a quality system based on ISO standards and strives to deliver the purest precious metal products in the most efficient ways possible.

Charms Jewels has safeguards against various business risks of price fluctuations. We are also members of various forward exchanges like NCDEX.

With a long-term commitment to the market, the community, our employees, and to our unique personal approach, we aim to become synonymous with integrity and quality.


Our vision is to continue achieving sustainable quality growth to become a trusted brand and a world leader in precious metal industry. By combining state-of-the-art technology with industry expertise, Charms Jewels wants to spearhead precious metal market trends.


Our mission is to set a standard of excellence in providing complete solutions for gold and other precious metal services to meet the needs of our esteemed customers, both regionally and globally. To create exceptional value for our customers, stakeholders and shareholders in a culture of performance, innovation, trust and respect.

Products & Services

We manufacture cast gold and silver bars in the finest quality in a range of denominations. Our precious metal minting services meet all international standards and quality benchmarks. At Charms Jewels, we also we have a complete jewellery manufacturing unit that enables us to manufacture high quality jewellery.

Precious Metal Services

Charms Jewels produces a variety of finished and semi-finished products. We manufacture precious metal products like flat gold and silvers bars in varied weights and purities to cater a broader market. The bars are branded with our logo as a symbol of premium quality and purity. We also create superior quality designer jewellery like chains, bangles, rings and pendants..

24/7 Price Fixing Services

Our worldwide reach and deep commitment enables us to provide a 24/7 price fixing service that is available any time, every day so that business dealings seem seamless for our esteemed clients and us.This also helps our transactions to remain unaffected by price fluctuations. We also have a round the clock customer support service to assist our customers with all their requests and requirements.


chains, bangles, rings, pendants

Gold Bars
50g, 100g, 500g & 1000g

Silver Bars
100g, 500g, 1000g


Using the most technologically advanced processes, our gold refinery functions 24/7, working round the clock. We have developed exclusive modernized processes of gold and silver refining, in which we use advanced systems to purify high-grade Gold and Silver ore. All our products meet international quality criteria at a minimal metal loss. Charms Jewels has increased the quantity of gold ore imported and refined from 50kgs to 100kgs per day, along with the latest expansion in R&D division to further its vision.

Smart Technology

With its world-class refining technology, Charms Jewels continually strives for higher standards of speed, cost efficiencies and environmental excellence. The refinery continually investigates refining technology developments that could make its operations more efficient and cost effective. Our environmentally sound procedures produce little to no emissions. Our refinery boasts a state-of-the-art Effluent Treatment Plant (ETP) to treat as well as control water discharge.

Mining and Logistics Management

Charms Jewels has a unique and most efficient system of sourcing gold and silver ore where the procurement is done directly from the mines. This minimizes costs and losses and enables us to develop a strong relation based on trust and efficiency. Charms Jewels is fully committed to responsible sourcing of our products and the respect of human rights.

We have long term purchase agreement for constant supply of gold Dore from Fortune Noble, Hong Kong & Esteem international, Dubai. These companies are reputable name in the international market.

Refining Techniques and Testing

Charms Jewels uses the Aqua Regia refining technique, and fire assaying, inductively coupled plasma mass spectrometry (ICP-MS) and X-Ray Fluorescence spectrometers (XRF) in laboratory for large-scale purity testing. The silver is refined through the Electrolytic Silver Refining Process. The gold and the silver produced at our refinery is 99.99% pure. Extraordinary care is taken with every lot we receive, including multiple weighing verification, precise assaying and processing.

Our refinery division is named Sunanda Polymers.

Quality Assurance and Control

Charms Jewels Refinery has a quality system based on international standards and strives to deliver the purest precious metal products in the most efficient ways. We have an effective quality management system that is both process as well product oriented. All our procurement and purchasing from global mines are in line with the company's responsible gold protocol and is subject to OECD guidelines. Charms Jewels has a Gold Supply Chain Policy, CSR Policy that meets AML/CTF standards.


Government recognized Two Star Export House in accordance with the provisions of the Foreign Trade Policy, 2015-2020

Gold Market

In India

India is the largest importer of gold in the world and purchases 25% of the world's gold. India also boasts of some of the world's most modern precious metals refining and manufacturing plants. With cutting-edge technology and an exquisite infrastructure, Charms Jewels Refinery has a strong foothold in India with its refining facility in Himachal Pradesh and a market presence all over the country.

Our Market

Charms Jewels has a very personalized approach towards gold sourcing. We procure our raw material from a selection of carefully curated mines in Ghana and other regions in Africa. With an international market presence in Africa, Dubai and Indonesia we also have offices in all major cities across India.

A strong local presence in the key gold producing and wholesale markets enables Charms Jewels to provide high-quality, efficient and timely services. Our skilled and experienced team in India understands the world market and its unique dynamics. This enables us to build strong and mutually successful relationships. Our global network of strategically located agents and distributors ensures we are able to provide full service to our customers, no matter where they are located.

New York

Head Office

Himachal Pradesh

South Korea


Corporate Social Responsibility is a business practice that involves participating in initiatives that benefit society. Charms Jewels works to help enrich the quality of life of the community, preserve ecological balance and heritage to socially uplift sectors, societies and villages around our refinery.

Health & Safety

At Charms Jewels, we take health and safety issues very serious. All workers in the refinery are well trained and only authorized persons are allowed to operate machines. Regular safety drills are conducted at our manufacturing facility and accident prevention equipment is available at the refinery facility. We have very stringent environmental policies and water purity policies.

Gold Facts

  • Indian women own 11% of the world's gold, in form of jewellery, which is more than the reserves of the US, IMF & Germany all put together.
  • More gold is recoverable from a ton of elements of personal computers than from 17 tons of gold ore.
  • Olympic Gold Medals only contain 1.34% of gold, or about 6 grams of gold.
  • All the gold ever mined in the world can fit in three Olympic-sized swimming pools.
  • Over 6 milligrams of gold are lost every year from a wedding ring just by wearing it.


How is retail price calculated?
Most of our gold is sold through our distributor networks, the price of Gold for retail and distribution is calculated as per MCX & NCDEX.
Can you sell back the gold?
All our gold bars across various denominations are numbered (Or as per serial number) after checking the quality and matching it with our number series we will buy back the gold as per prevailing MCX & NCDEX rates.
How to book in advance?

A trading account can be opened with us, through which advance purchases can be made on as per price basis. For further queries contact customer care.

For any further queries contact the Customer Care from 10am-1800pm (IST) at +91-11-45092208/18

Core Team

Apurve Goel

Overseas Operations
Sourcing and Procurement

Mr Goel is a director at Charms Jewels and is in charge of overseas operations. He personally handles all international business dealings related to sourcing and procurement. His thirst for knowledge has taken him to new heights in a very short period of time.His graduation degree from De Montfort University (United Kingdom) has given him an international outlook to handle global business relations and assist various group companies with his expertise.

Vinod Goel

Finance and Production

Mr.Vinod Goel is the chairman of Charms Gems & Jewels Pvt ltd. He has been handing the jewellery division ever since its inception. The company has evolved and expanded under his leadership. He mainly looks after the finance and production departments, and also oversees the workings of the company. With an experience of over 30 years, he has successfully handled various group companies and delivered excellent results.

The directors have almost three decades of work experience in their respective field and are a part of various family-owned businesses that have a turnover of over $30million each.

Contact : Charms Gems & Jewels Pvt. Ltd.

Delhi - Head Office

43/4, First Floor, East Patel Nagar,
New Delhi - 110008, India

Ph : +91 11 45092218

Himachal Pradesh - Refinery

Plot No. 15,
Industrial Area Khadeen
Parwanoo, District Solan
Himachal Pradesh, India

For Business Query pls contact us on : Info@charmsjewels.com

For Career Opportunities with Us contact : careers@charmsjewels.com