FOCUS 焦点 JNA September/October 2025 | 13 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. 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. – Roland Wang, regional CEO (China) of the World Gold Council
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