If you watched the full 'advert' that they showed they weren't saying that if you went to a gold supplier it would cost £126 per gram. They were doing a price comparison with the high street jewellers. They bought 3 gold rings the combined weight of which was X, the 3 rings together cost Y, divided X by Y and the price came out at £126 per gram.Just odd. A full brand new 22K gold sovereign is roughly £62 a gram. Even VF antique ones are less than £126 a gram (roughly), even from retailers with a famous name such as Eric Knowles. Perhaps £126 is the factored cost of producing a standard "cast & plonk gemstone in basket" ring but for a 9K ring? It also utterly ignores the fact that a ring with a total metal weight of less than 2g, where most of the weight is in the basket, is both unwearable and has a real risk of the band just snapping in reasonably short order.
I'm sure that I've seen someone post on here that a Customer Service response has been "For our customers, it's all about the gemstone" (or something similar). OK but the Elsanta variety of strawberries that used to be the supermarket standard were red, looked like a strawberry but were utterly tasteless. I stopped buying them (especially after Michel Roux Jnr did a review for the BBC years ago and explained why and said that you would be wasting your money). You buy a 9K gold ring to wear a lot, don't you?
I totally agree that the price is far from a good buy but in this case the high street jewellers are the ones at fault so to speak but that's the cost of overheads for you. Even so the ring that Gemporia showed was only very thin and hardly an every day ring and def not worth their £99.99 price tag.
All that said this comparison was far easier to take than the ones where they compare their wares with the high end suppliers i.e. Asprey, Harry Winston, etc.