The global jewellery industry is preparing for a transformative moment as the World Gold Council (WGC) presents China’s revolutionary Hard Pure Gold (硬足金) , the new gold jewellery category and technology at one of world’s most prestigious jewellery trade shows. The Jewellery & Gem World Hong Kong 2025 (JGW25), scheduled for September 17-21, will serve as the international launchpad for this groundbreaking innovation that promises to reshape how the world perceives 24-karat gold jewellery.
This year’s JGW show expects to welcome over 3,000 exhibitors and 50,000 visitors from more than 50 countries, making it the perfect stage for introducing Hard Pure Gold to international markets. The World Gold Council’s comprehensive showcase represents more than just product introduction—it signals a fundamental shift in high-purity gold manufacturing that addresses decades-old challenges while opening entirely new market segments.
Bridging Tradition and Innovation
The World Gold Council’s presence at the Hong Kong Convention and Exhibition Centre venue from September 17 thru 21 centers on two strategic objectives that could revolutionize the international gold jewellery landscape. First, the organization aims to showcase China’s innovative and market-changing Hard Pure Gold technology to international jewellery community, demonstrating how modern manufacturing techniques enhance traditional 24-karat gold’s appeal without compromising its intrinsic value proposition. This represents a crucial evolution in gold jewellery, combining the purity that consumers value with the durability that retailers demand.
Second, the initiative seeks to establish a dynamic platform connecting Chinese manufacturers with overseas jewellers, facilitating meaningful business dialogue and partnership opportunities that extend far beyond the exhibition floor. This bridge-building approach recognizes that successful technology adoption requires strong relationships between innovators and market implementers.
The Hard Pure Gold Advantage
China’s jewellery market commands a staggering US$108 billion yearly, with gold accounting for 79% of this massive market. This dominance stems from Chinese consumers’ deep appreciation for 24K jewellery’s intrinsic value as a wealth preservation vehicle. Unlike Western markets that often favor lower-karat gold alloys for durability, Chinese buyers prioritize purity and value retention. China’s gold demand reached 988 tons in 2024, with jewellery fabrication consuming 479 tons—nearly half of total consumption. This massive appetite for gold jewellery has created fertile ground for technological advancement and product innovation.
Hard Pure Gold technology addresses long-standing limitations that have historically constrained 24-karat gold jewellery. Traditional pure gold, while prized for its value retention and cultural significance, suffers from softness that restricts design possibilities and makes pieces vulnerable to damage during daily wear. The new technology delivers enhanced hardness, reduced weight, and superior brightness while maintaining the purity of at least 990‰ (equivalent of 24-karat gold). The hardness has reached at least 60 HV (Vickers Hardness).
This innovation enables intricate designs previously impossible with conventional 24-karat gold, from delicate filigree work to secure gemstone settings. The lighter weight enhances wearability and affordability amid rising gold prices, while the hardness makes a higher polish viable, which appeals to contemporary aesthetic preferences. For retailers, these advantages translate into expanded design possibilities and stronger profit margins in an increasingly competitive market. In addition, it also matches the consumption power of the Gen-Z with lighter weight per piece of pure gold jewellery, especially under the current high level of gold price environment.
Industry Standard Support
The “Hard Pure Gold Jewellery” Industry Standard (QB/T 5793-2024), issued by China’s Ministry of Industry and Information Technology, officially came into effect on May 1, 2025, specifically governing Hard Pure Gold Jewellery, requiring a minimum purity of 990‰ and a Vickers hardness of no less than 60 HV0.05/10. Safety measures are paramount, with strict limits on harmful elements, prohibition of soluble cyanide, neutral pH levels for acid residues, and adherence to production safety and environmental protection standards. This Industry Standard not only guarantees the quality, safety, and reliability of Hard Pure Gold products, but also provides clarity and confidence for industry players, laboratories and consumers to embrace Hard Pure Gold as a product category.
Strategic Showcase Elements
The World Gold Council’s participation encompasses three key initiatives designed to maximize exposure and engagement. The centerpiece features a dedicated Hard Pure Gold Pavilion by the World Gold Council has with fourteen joint exhibitors representing China’s leading gold jewellery manufacturers who are also the partners for WGC’s 2025 Hard Pure Gold Jewellery Campaign in China, showcasing the depth and quality of Hard Pure Gold manufacturing capabilities. This impressive participation offers international visitors direct access to industry leaders and innovative product lines, facilitating immediate business opportunities.
A specialized booth within the “Sublime Shine – Metal Innovations in the Art of Jewellery” exhibition, co-hosted with Informa Markets Jewellery, the show organizor, presents the essence and commercial value of Hard Pure Gold to targeted industry professionals. This focused approach ensures the technology reaches decision-makers most likely to drive adoption in their respective markets.
The educational and networking component combines industry education with strategic networking through a comprehensive seminar program. This approach provides attendees with deep insights into Hard Pure Gold technology while facilitating direct connections between manufacturers and international buyers.
Roland Wang, Regional CEO China of the WGC, outlined the purpose and significance of the showcase at JGW25.”First, the goal is to share the successful market experience of Hard Pure Gold with global jewelers, enabling more retailers to discover this innovative technology. Second, through the exhibition and event at JGW25, China’s gold jewellery manufacturing expertise and innovation capabilities are highlighted, showcasing ways to unlock broader market opportunities. Third, Hard Pure Gold aims to provide retailers with more suitable products that address the challenges of high gold prices and limited consumer budgets, aligning with the current market environment.”
Global Industry Impact
The timing of this international debut reflects growing demand for innovative products that combine traditional value with modern aesthetics. Hard Pure Gold technology opens new market segments, particularly among younger demographics who seek both investment value and contemporary design appeal. This represents a significant opportunity for retailers struggling to engage millennials and Generation Z consumers with traditional gold offerings.
International jewellers attending the exhibition will discover how this technology enables premium and modern product offerings that satisfy both aesthetic preferences and investment considerations. The innovation creates competitive advantages for early adopters while establishing new benchmarks for high-purity gold jewellery manufacturing.
For industry professionals attending the exhibition, the Hard Pure Gold initiatives present unique opportunities to experience transformative technology firsthand, connect with leading manufacturers, explore partnership possibilities, and gain competitive advantages through early understanding of market-changing innovations.
The JGW25 (widely known as the “September Hong Kong show”) represents a pivotal moment for the international jewellery industry, where traditional craftsmanship meets cutting-edge technology to create new possibilities for both manufacturers and consumers worldwide.
Articles about the World Gold Council (WGC):
https://gem-spectrum.com/tag/wgc
Articles about the JGW & JGA shows in Hong Kong, and other shows by Informa Markets:
https://gem-spectrum.com/tag/informa-markets
This article was published and printed on Gem Spectrum print magazine Issue #4 Summer 2025, page 1. Please browse the Flipbook below. Full-screen viewing and downloading are possible.
