FOCUS 焦点 JNA September/October 2024 | 17 24-karat gold jewellery featuring pearls or diamonds is gaining steam in the market, driven by solid demand from young buyers. She noted, “In particular, those adorned with pearls in smaller designs or European styles are moving fast.” Floral-inspired bridal collections are likewise favoured by buyers. Jinruibao has a gold collection showcasing a variety of flowers such as orchids and camellias, to name a few. “People love the elegant and intricate floral motif, especially those that carry auspicious meanings. These designs are popular among Chinese buyers,” added Zhang. Meanwhile, colourful gold jewellery, while not as popular in the market, is quite promising as demand for fashionforward designs grows among younger consumers, shared Zhu of Shangpin Gold. “Targeting a younger demographic with a taste for aesthetics and quality, we specialise in crafting 5D gold jewellery with colourful enamel and gemstones in modern designs that can be worn daily and matched with various outfits," continued Zhu. With a focus on producing original designs of 24-karat gold jewellery, Shangpin Gold employs a team of 10 in-house designers. Its manufacturing facility has a monthly output of 300 to 400 new designs, which are promptly launched in the market to sustain the company’s competitive edge. Further showcasing the versatility of gold jewellery, Shenzhen Yijiu Jewelry Co Ltd offers 5D gold jewellery adorned with coloured gemstones. The company has rolled out collections featuring peridots, carnelians, aquamarines and tsavorites, among others. Its latest gold and turquoise jewellery collection was launched this year. “We specialise in gem-setting and we use this expertise to incorporate gemstones in 5D hard gold jewellery,” said Rhea Zou, the company’s head of Product Development. Resilient 24K gold According to Chinese jewellery manufacturers interviewed by JNA, 24-karat gold has captured the hearts of consumers who view gold jewellery as more than just an adornment but as a savings tool, which by tradition, is a usual practice among the Chinese. “The volume of 24-karat gold jewellery that we processed in the first half of 2024 nearly matched our total volume in 2023,” said Joyce Zhang, managing director of Shenzhen Jinruibao Jewelry Co Ltd. “According to our clients, gold jewellery can be worn every day, sold any time if needed or easily redesigned. Customers are drawn to the versatility and value of gold.” The company’s main clientele are jewellery chain stores, regional retailers and top designer brands on e-commerce platforms in China. Reed Zhu, founder of Shenzhen Shangpin Gold Jewelry Co Ltd, agreed. He noted that a growing number of Chinese consumers prefer pure gold rings over diamond rings amid a soft diamond market. Innovative designs Lack of product diversity is a common challenge for jewellers in China. Hence, offering unique jewellery pieces is critical to set them apart from the competition. With advancements in technology, manufacturers can now produce 24-karat gold jewellery in more diverse designs using 3D and 5D hard gold. This opened doors to new levels of creativity. 3D hard gold jewellery is significantly lighter than traditional gold, making it more comfortable to wear while its increased hardness allows for gem-setting. On the other hand, 5D hard gold, which is viewed as an upgraded version of 3D hard gold, is even lighter and more durable with a polished finish. Zhang of Jinruibao, which specialises in manufacturing hard gold jewellery using 3D printing technology, said 24-karat gold earrings by Shenzhen Shangpin Gold Jewelry Co Ltd 深圳尚品金珠宝有限公司的24K金耳环 24-karat gold bangle adorned with turquoise by Shenzhen Yijiu Jewelry Co Ltd 深圳怡久珠宝首饰有限公司的24K金镶绿松石手镯
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