FOCUS 焦点 14 | JNA September/October 2025 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. Roland Wang, regional CEO (China) of the World Gold Council 世界黄金协会中国区 首席执行官王立新
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