The citizens of Laodicea were financially well off. Yet all their earthly possessions could very quickly be taken through fire (as would certainly happen, for example, on the day of Christ’s return; see 2 Peter 3:10). These wretched, pitiable, poor, blind, and naked Laodiceans needed something that’s already been through fire, something that will never perish: lasting riches. So Jesus echoes the invitation of the prophet Isaiah (Isaiah 55:1–2) to acquire imperishable products from him.
18 I counsel you to buy from me gold refined by fire, so that you may be rich, and white garments so that you may clothe yourself and the shame of your nakedness may not be seen, and salve to anoint your eyes, so that you may see.