SHOW DAILY by JNA • 4 NEWS JewelleryNet.com Day 3 • 17 September 2025 China’s Hard Pure Gold makes its debut at JGW 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 Professional buyers seeking fine jewellery pieces in exceptional designs are in for a dazzling sourcing experience at Jewellery & Gem WORLD Hong Kong (JGW) 2025. Some of the industry’s most prolific jewellers are offering their latest collections at the fair. One shining example is Unique Brilliant Ltd, which specialises in jewellery pieces adorned with the rarest gems. “Our exquisite collections reflect our company’s name – each piece has its own uniqueness,” the jeweller said. “We have more than 40 years of experience in selecting only the best pieces for our loyal clients worldwide.” The jeweller is aiming to catch the fancy of buyers with a stunning 8.25-carat unheated ruby from the Winza mine in Tanzania as well as a ring embellished with a 10.90-carat unheated Padparadscha sapphire from Sri Lanka bearing a mesmerising combination of pink and orange. Peershine Jewellery HK Ltd is also showcasing its fine jewellery making expertise at the fair. The company’s team of expert designers and artists in Hong Kong produces around 3,000 innovative pieces for every season. Headlining its offerings is an Australian crystal opal bangle in 18-karat gold with glittering diamond accents and a boulder opal pendant in 14-karat gold. Meanwhile, Ballet Ruby Co Ltd’s fine jewellery pieces are also gaining attention at the fair such as fancy sapphire necklaces and a ruby and diamond bracelet, all in 18-karat rose gold, to name a few. 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. Boulder opal pendant in 14-karat gold by Peershine Jewellery HK Ltd 10.90-carat Sri Lankan Padparadscha sapphire ring by Unique Brilliant Ltd All gold jewellery images courtesy of the World Gold Council A universe of fine jewellery
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