Gold purity is measured in karats (not to be confused with carats, a measure of gem weight). Karats are divided into 24 parts, so 24 parts of gold - known as 24K gold - is pure. However, 24K gold is soft and easily damaged, so it's mixed - or alloyed - with other metals to make it more durable. For example, 14K gold is 14 parts gold, 10 parts other metal. Jewelry must be at least 10K to be sold as gold in the United States.