Emas Now Offers a New Approach to Buying and Selling Precious Metals

Gold holds a distinct place in many people’s financial plans. More than just an accessory, this instrument has long been trusted to preserve asset value against the erosion of time. In Indonesia, the habit of setting aside income to purchase precious metals is increasingly becoming part of daily life, shifting from a practice of previous generations to a financial lifestyle adopted by the young. However, for some beginners, the high retail price spread and shipping costs often become extra considerations that delay the intention to start saving. Emas Now offers an alternative through its latest programme, Emas Now Smart Buy. This programme aims to simplify ownership of precious metals such as Antam, UBS, and G24. The platform attempts to present more flexible and affordable pricing options for the wider public. Generally, the conventional precious metal trading ecosystem operates on a uniform flow. When a gold owner decides to sell back (buyback) their asset, the shop or service provider typically takes a substantial profit margin from the secondary market transaction before releasing it back to a new buyer at the highest market price. This pattern is what Emas Now Smart Buy seeks to unravel. Through an affordability-centred approach, they apply a philosophy of ‘lower margins, higher value, and customer trust’. The method involves optimising the re-trade system for Emas Now’s precious metal stock previously obtained from buyback transactions by earlier investors. Rather than holding onto this stock to chase large corporate profit margins, these items are allocated directly to eligible customers with competitive pricing offers. This is also complemented by free shipping facilities to all regions of Indonesia. The presence of this free shipping feature is considered a practical solution for investment enthusiasts in various regions who often face additional obstacles in the form of relatively high shipping costs and goods protection insurance when transacting online. Director of Marketing & Operations at Emas Now, Alif Fauzan, said that through Emas Now Smart Buy, the company wants to redefine the way Indonesians invest in gold. ‘We are cutting our profit margins to provide maximum value for consumers. Coupled with free shipping throughout Indonesia, we believe this is a new era of precious metal investment that is fairer and more transparent,’ he said in a written statement received by Republika on Friday (26/6/2026). Carrying the basic principle of ‘Best Price for Precious Metals’, this programme operates without discriminating based on grammage size or the gold series sought by consumers. From those who want to collect small denominations regularly each month to those needing large sizes for long-term savings, all are processed through the same digital flow.