The rebrand has worked out really well and exceeded our expectations. Agoro emerged from New Zealand Mint, New Zealand’s only precious-metal mint, which has been around for more than 50 years. Over a decade ago, we were the first in the world to license Disney for coin collectibles, which opened up a new vertical in this space. From there, we expanded across major entertainment brands and, more recently, into sports.
Coin collecting has existed for centuries, but the demographic is aging. We saw a real opportunity to inject new life into the category and also introduce precious metals to the broader collectibles market. New Zealand Mint still operates its bullion trading investment business, while Agoro is now a dedicated brand focused entirely on collectible products.
We relaunched in 2024 with a clear mission: to make collectibles precious. The name Agoro blends “Ag,” the periodic symbol for silver, with “oro,” meaning gold in Spanish and Italian. Since then, we’ve seen strong adoption because our proposition is different. Every piece is made of pure silver or pure gold, is government-authenticated, and is genuinely limited-edition. Even in a hypothetical world where collectability completely vanished, the inherent value of the metal remains.
Our heritage as a mint gives us a unique edge: authenticity, purity, storytelling, and scarcity through government-authenticated limited mintages. Our goal is for Agoro to stand as its own category in the collectibles world.
We relaunched in 2024 as a standalone brand dedicated to transforming gold and silver into stories with treasure. The name Agoro blends Ag, which is the chemical symbol for silver, and oro, meaning gold in Spanish and Italian. Since launching Agoro, we’ve seen strong adoption and feedback, not only in the market we have captured but also in the broader collectibles market, given the unique value proposition. All of our products are made of pure silver and pure gold, so they have inherent value. Even if the collectability of them completely diminished, which it never will, because all of our products carry some of the world’s biggest brands and they’re all limited-edition, but in the hypothetical scenario that it did, there would always be worth something because they’re made of pure silver or pure gold.
What we’ve tried to do is really lean on our heritage as a mint, which gives us a unique edge: the purity and limited edition of our products are government-authenticated. For a collector, receiving that level of assurance is unheard of. Our ability to use minting technology and fuse storytelling with craftsmanship is what ultimately makes an Agoro. We’re collectors too, driven by the thrill of the chase, the joy of completing a set, and the satisfaction of owning something truly precious. Our aspiration is for Agoro to be a new category of collectibles, and for people to think of Agoro as precious metal collectibles and all the things I’ve just mentioned.
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