Chinese Hard Pure Gold jewellery is emerging as a strategic response to high gold prices and shifting consumer behaviour, according to industry leaders.

Roland Wong, regional CEO (China) of World Gold Council (WGC) told JNA that overall spending on gold jewellery remains resilient amid rising gold prices impacting sales volumes.

“Gold jewellery consumers usually stick to a fixed budget. They adapt to high gold prices by opting for lighter pieces rather than exiting the category,” Wong explained. “Higher prices are certainly impacting jewellery consumption, affecting consumer sentiment and causing hesitation in purchasing decisions. However, if these prices persist, consumers will eventually adapt."

He urged investors and consumers “not to focus on short-term price fluctuations” and reiterated WGC’s stance that structural drivers supporting gold outshine negative factors.

He stressed that affordability is now a challenge that the jewellery trade must address through innovation. Hard Pure Gold jewellery – defined by China’s official industry standard as having 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 – is central to this strategy. These jewellery pieces are light yet visually appealing, with intricate designs and enduring durability.

Speaking at the WGC seminar at the ongoing Hong Kong International Jewellery Show, industry leaders also said Hard Pure Gold are instrumental in helping Chinese jewellers cope with soaring prices by reducing gold usage while preserving margins and appeal.

Overseas expansion

Wong emphasised WGC’s objective to elevate this innovative gold category onto the global stage – increasing awareness of Hard Pure Gold jewellery.

He said the Hard Pure Gold category, which is “highly favoured” among young Chinese consumers, is now gaining recognition overseas. Last September, WGC launched the “New Silk Road – Hard Pure Gold Going Abroad” initiative aimed at helping Chinese jewellery manufacturers expand globally and providing innovative gold jewellery solutions.

WGC and its Chinese manufacturing partners likewise participated in Jewellery & Gem WORLD Hong Kong (JGW) last September.

“The response to that Hard Pure Gold jewellery showcase far exceeded our expectations. Many manufacturing partners secured new orders during the fair,” Wong revealed, noting keen interest from retailers, wholesalers and manufacturers across overseas markets, particularly Malaysia, Singapore, Dubai and India.