This article first appeared in the JGW 2025 Show Daily by JNA, September 17 edition.

The Hard Pure Gold Pavilion, presented by the World Gold Council (WGC) and 14 leading gold jewellery manufacturers from China, is making its maiden appearance at Jewellery & Gem WORLD Hong Kong (JGW) 2025.

The pavilion aims to boost buyers’ awareness of Hard Pure Gold jewellery while showcasing the technical expertise of Chinese jewellery makers in producing such pieces, ultimately driving sales, said Roland Wang, regional CEO (China) of WGC.

“JGW, as an international jewellery trade fair, provides the ideal global platform to introduce Hard Pure Gold jewellery to the global market,” said Wang. “The showcase inspires buyers and helps them understand the unique attributes – harder, lighter, brighter – of these innovative products.”

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, he remarked, adding, “We are confident that this innovative category will resonate well with the international market.”

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.

Growth engine

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

The Chinese government’s new industry standard, which came into effect on May 1, 2025, specifies “Hard Pure Gold jewellery” as a jewellery piece with a minimum hardness of at least 60HV on the Vickers hardness scale and “gold content of at least 990 per cent.”

Hard Pure Gold jewellery 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.

“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 emphasised 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.

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. The introduction of the new official industry standard that clearly defines these products is also expected to pave the way for a brighter future in China’s jewellery market.

“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,” Wang remarked.

Click here to view the JGW 2025 Show Daily by JNA.