It's often times when looking at jewelry, you'll see numbers like 14k, 18k, or 24k labelled on a retail tag. Simply put, karats are a measurement used to grade a gold's purity, with 24k being considered 100% pure gold.
14k Gold over 24k?
Why might a retailer prefer to use jewelry made from 14k gold rather than 24k, gold graded at 100% pureness? Well, 24k nearly isn't durable as 14k gold. 14k gold is denser as it is made from additional alloys, rather than 24k. This makes it a better fit for every day use. When handling pure gold, it's rather easy to bend the gold simply with your bare hands.