Behind the counter
Gold you can hold. People you can name.
Anyone can photograph a gold bar. Fewer will show you the hands that weighed it. This is the house behind Luxx4less: one storefront in Antipolo, one in Ongpin, and a team that has to look every customer in the eye the next morning.
The founder
Real gold, with a name behind it.
Lovely Joy Serrano founded Luxx4less in 2019, in Antipolo. The promise has not changed since: real gold, sold by people you can put a name to.
Today there is a second counter in Ongpin, and the questions come from radio studios as well as from customers.
Lovely Joy SerranoFounder
The team
The people who weigh it.
Appraisers, sellers and the live-selling crew. They are the ones who open the case, set the piece on the scale and read the number out loud.
They weigh it. They answer for it.
The full floor, one evening in the studio. 
Between takes. This is the shop most days. 
Appraisal, sales and live selling.
The full floor, one evening in the studio. Between takes. This is the shop most days. Appraisal, sales and live selling.
On the record
Asked to explain gold, in public.
Trust in this trade is built in the open. These are rooms where the questions came from someone else's microphone.
DZAR Sonshine Radio 1026 Manila
Invited on air with the trays open — Pa-Talk.
In studio
With the programme's hosts after the interview.
Maharlikang Filipino Awards
On the carpet, representing the shop.
Come and weigh it yourself.
Both branches are open to walk-ins. Bring a piece to appraise, or just come and look.
Antipolo Branch
B3 L3 Mt. Banahaw St., Grand Heights, Brgy. San Roque, Antipolo City, 1870
Main branch
Ongpin Branch
MBI Building, Ace Jewelries, Brgy. 303 Zone 29, Sta. Cruz, Manila