This article first appeared in the JNA September/October 2025 issue.

China’s gold jewellery industry is demonstrating further resilience in the face of macroeconomic and geopolitical headwinds and high gold prices with the rise of Hard Pure Gold jewellery.

Roland Wang, regional CEO (China) of the World Gold Council (WGC), revealed that China’s demand for gold jewellery contracted by volume in 2025 – echoing a global pattern – but the value of gold sales climbed.

According to the Gold Demand Trends: Q2 2025 report of WGC, gold jewellery demand in China was down 20 per cent year on year in the second quarter while demand in value terms strengthened, with spending on gold jewellery rising 13 per cent year on year to US$7 billion.

Gold jewellery remains highly favoured in China’s jewellery market. Local consumers purchase gold jewellery primarily for personal use but also view the metal’s inherent value as a safe-haven asset. This explains why there is sustained demand for gold jewellery despite escalating gold prices and sluggish overall consumption.

“High prices are putting pressure on jewellery sales everywhere, not just in China. This is a challenge faced by markets worldwide,” said Wang. “Even with high gold prices, Chinese consumers still buy gold jewellery. However, they stay within their set budgets – seeking lightweight, innovative products that stretch their investment further. Hard Pure Gold jewellery responds to this need.”

Innovative Hard Pure Gold jewellery with fashionable designs, intricate craftsmanship and lighter per-piece weight have been gaining popularity especially among younger consumers. The introduction of a new official industry standard that clearly defines these products is expected to pave the way for a brighter future in China's jewellery market.

WGC has been at the forefront of promoting China’s Hard Pure Gold jewellery by launching several marketing campaigns in collaboration with leading Chinese jewellery retailers, initiating the implementation of industry standards for Hard Pure Gold jewellery, as well as participating in international events to reach a broader audience.

Growth engine

Wang said “Hard Pure Gold” jewellery has become the fastest-growing product category in China in the last two years, thanks to its appeal and affordability. It is expected to be a major growth engine in the future.

“This category accounted for 20 to 25 per cent of overall gold jewellery sales in China in 2024. The market share of this category is steadily increasing as it continues to gain traction among consumers,” said Wang.

Hard Pure Gold jewellery pieces are produced using advanced technology such as electroforming and plating techniques that enable more intricate, lighter styles with greater durability and wear resistance.

“Hard Pure Gold allows for lightweight but visually striking pieces,” Wang explained. “A 2- to 3-gram Hard Pure Gold piece can appear every bit as substantial as a traditional piece that might require double the material. As gold prices climb, Hard Pure Gold’s affordability becomes especially attractive to younger consumers.”

He also cited the immense creative possibilities of Hard Pure Gold jewellery. The metal’s hardness allows designers to craft intricate and unconventional pieces, even combining pure gold with gemstones and other materials.

Most Hard Pure Gold pieces weigh 10 grams or less. Wang is expecting jewellery manufacturers to come up with more larger statement Hard Pure Gold pieces designed for special occasions.

Glowing prospects

Rapid advances in manufacturing and processing technologies in China, from mechanical production to AI-driven designs combined with the craftsmanship of traditional artisans, has laid a solid foundation for the rise of Hard Pure
Gold jewellery.

The introduction of a new industry standard for this specific jewellery category by the Ministry of Industry and Information Technology of China, which came into effect on May 1, further enhanced the sector's growth prospects.

The new guidelines specify “Hard Pure Gold jewellery” as a jewellery piece with a minimum hardness of “no less than 60HV on the Vickers hardness scale” and a purity level of “gold content of at least 990 per cent.” These pieces may be crafted using techniques such as electroforming and lost-wax casting, among others. The minimum thickness requirement for hollow Hard Pure Gold jewellery is over 0.10mm.

The standard further stipulates that the production process must adhere to safety requirements on occupational safety management, chemical usage, environmental protection and occupational health.

Wang remarked that this industry standard provides clarity and confidence for industry players, laboratories and consumers to embrace Hard Pure Gold as a product category.

“This allows manufacturers and retailers to offer a clear and standardised narrative of such offerings. Meanwhile, labs can evaluate gold jewellery based on this unified standard and eliminate consumer confusion over ambiguous branding terms like ‘3D’ and ‘5G’ gold,” explained Wang. “This will help the industry stay on a more sustainable growth path.”

Wang cited the growth potential of the Hard Pure Gold jewellery market, highlighting the importance of effective marketing strategies, product innovation and adherence to industry standards in promoting this product segment.

Global ambitions

What began as a local innovation is now opening up opportunities overseas, particularly in Southeast Asia, India and the Middle East, which traditionally favour pure gold jewellery. There is also growth potential in Europe.

“Given the challenges posed by high gold prices to global gold jewellery sales, Hard Pure Gold jewellery provides a blend of lightweight designs and extensive design options. We are confident that this innovative category will resonate well with the international market,” said Wang.

He added that some overseas buyers, particularly those from Southeast Asia, are already engaging with Chinese manufacturers and placing orders for Hard Pure Gold jewellery. Even markets that are traditionally less inclined to buy pure gold pieces are now showing interest in the modern and stylish designs of Hard Pure Gold pieces, continued Wang.

This September, the Hard Pure Gold Pavilion will make its debut appearance at Jewellery & Gem WORLD Hong Kong (JGW) 2025, presented by WGC and 14 leading gold jewellery manufacturers from China.

“JGW, as an international jewellery trade fair, provides the ideal global platform to introduce Hard Pure Gold jewellery to the global market. The showcase aims to boost buyers’ awareness of this category while showcasing the technical expertise of Chinese jewellery manufacturers in producing Hard Pure Gold jewellery, ultimately driving sales,” said Wang.

The showcase will inspire buyers and help them understand the unique attributes – harder, lighter, brighter – of these innovative products, he added.

Companies taking centre stage in the Hard Pure Gold Pavilion are Shenzhen Swiky Jewellery Co Ltd, Shenzhen Cuilu Jewelry Manufacturing Co Ltd, Zijin Mining Group Gold Jewelry Co Ltd, Shenzhen Mingfeng Jewelry Ltd, Shenzhen Yuehao Jewellery Co Ltd, Shenzhen Colorful International Jewelry Co Ltd, Shenzhen Fenghui Holding Investment (Group) Co Ltd, Shenzhen Jinmingzhu Jewelry Co Ltd, Guanhua Jewelry, HK Chaozun Jewelry Ltd, Shenzhen Jinyufu Jewelry Co Ltd, Shenzhen Ganlu Jewellery Co Ltd, Shenzhen Batar Investment Holding Group Co Ltd and Shenzhen Point Gold Precious Metal Co Ltd.