— World Gold Council Joins Hands with Chinese Gold Jewellery Manufacturers in Seek of New Markets of the Gold Jewellery Category

The World Gold Council (WGC), in collaboration with 14 leading Chinese gold jewellery manufacturers, kicks off an exhibition of the innovative “Hard Pure Gold” jewellery category in September’s Jewellery & Gem World Hong Kong Fair. This marks a pivotal step in the journey of China’s gold jewellery industry going global and is set to stimulate new demand of the gold jewellery by the young generations around the world.

According to the “Hard Pure Gold Jewellery” Industry Standard issued by China’s Ministry of Industry and Information Technology in May 2025, Hard Pure Gold refers to gold jewellery with a hardness ≥60HV (Vickers hardness) and a purity ≥990‰. Electroforming and lost-wax casting are two major techniques in manufacturing the Hard Pure Gold, which offers three advantages:

• Harder: More durable, enabling intricate designs and secure gemstone settings.
• Lighter: More comfortable to wear and more affordable, especially for the young people, amid the environment of high gold prices.
• Brighter: Mirror-like lustre comparable to that of 18K gold.

The exhibition saw the “Hard Pure Gold Pavilion” set up by the WGC and 14 Chinese gold jewellery manufacturers, showcasing the breakthroughs of the innovative gold jewellery category in craftsmanship, design, and cultural expression. In collaboration with the fair’s organizer, Informa Markets, the WGC also presented an innovative jewellery art exhibition, highlighting the appeal of Hard Pure Gold from multiple perspectives.

A Hard Pure Gold launch ceremony with a networking session was also held, aiming at connecting the Chinese supply chains with the global buyers and industrial organisations from key markets including Southeast Asia, India, and the Middle East.

Roland Wang (Wang Lixin), China Regional CEO of the World Gold Council, said, “Hard Pure Gold is not just a simple upgrade of the existing gold jewellery — it’s a true revolution! What we bring is a brand new generation of gold jewellery that combines ‘hardness, lightness, and brightness,’ while integrating Eastern and Western aesthetics with practical needs. It is both trendy and value-preserving, redefining the possibilities of gold jewellery. We hope that in the near future, young people around the world will be able to see, touch, and wear Hard Pure Gold.”

Zhang Likui, Deputy Secretary General of Gems and Jewellery Trade Association of China, said: “Our association has always been concerned about the innovation of the gold category. The rise of Hard Pure Gold has shown us a clear path for industrial transformation. It is not only a breakthrough in craftsmanship but also reconstructs the consumption scenarios of gold jewellery. With the implementation of Industry Standards, product quality has been clearly guaranteed, laying a foundation for the standardized development of the industry. We hope to work with the World Gold Council to convey the Chinese standards and design concepts of Hard Pure Gold to the world, showcasing the innovative strength of Chinese gold jewellery.”

Zhang Wenyang, Secretary General of Shenzhen Gold & Jewellery Trade Association, said: “Among the 14 companies participating in this exhibition, Shenzhen enterprises account for more than 80%. We hope to use this exhibition as an opportunity to build a platform for Shenzhen gold jewellery companies to connect with global buyers, help companies understand international market design trends and quality requirements, and introduce Shenzhen’s mature supply chain system to global partners, making Hard Pure Gold the core business card of ‘Shenzhen Jewellery Going Global.”

Albert Cheng, CEO of the Singapore Bullion Market Association, said: “As a jewellery trade hub in Southeast Asia, Singapore has always been committed to connecting regional markets with global innovation. Hard Pure Gold is exactly the ‘cross-regional blockbuster category’ we have been looking forward to. Currently, local brands in Singapore have already started consulting for cooperation. We believe that through collaboration with the World Gold Council and Chinese manufacturers, Hard Pure Gold can quickly cover surrounding markets such as Malaysia and Thailand, becoming a new growth pole for gold consumption in Southeast Asia.”

Sachin Jain, India Regional CEO of the World Gold Council, said, “India is an important market for global gold consumption. The love for gold is deeply rooted in the culture and life of consumers. Hard Pure Gold, with its high purity, hardness, and lightweight features, brings new possibilities to the Indian market. We look forward to collaborating with local Indian retailers and designers to make Hard Pure Gold a bridge connecting Chinese innovation with the Indian market, further invigorating regional gold consumption vitality.”

Andrew Naylor, Head of Middle East and Public Policy of the World Gold Council, said: “The high brightness of Hard Pure Gold can rival that of 18K gold, showcasing the dazzling texture favoured by Middle Eastern jewellery. At the same time, its high hardness makes complex inlay processes more stable. As a global gold trading hub, Dubai has begun to pay attention to the potential of Hard Pure Gold. We plan to introduce it into the Middle Eastern fashion scene through local exhibitions and collaborations, making it a new choice that combines investment value and daily wear, promoting the diversification of the Middle Eastern gold market.”

Hard Pure Gold has also left a deep impression on overseas industry organisations and professional buyers at the event:

Ermin Siow, Vice President of the ASEAN Jewellery Association, said, “As far as I know, Hard Pure Gold has already started to gain attention in the Southeast Asian market. The lighter and more innovative designs of Hard Pure Gold have obvious advantages over traditional gold jewellery, providing a new choice for the local retail market. As an association, we are very willing to actively promote the Hard Pure Gold in the ASEAN region.”

Vipin Sharma, Chief Merchandising Officer of Indian jeweller BlueStone, said, “I visit JGWHK frequently, and this year, seeing Hard Pure Gold jewellery here feels particularly innovative. The mature fusion of high hardness and high purity, combined with fashionable design and complex craftsmanship, is truly commendable. Moving forward, I will be interested in partnership discussions to evaluate bringing Hard Pure Gold to the Indian market.”

Mamtha Maria Francis, General Manager of the Dubai Jewellery Group, said, “I am amazed at how complex the designs of Hard Pure Gold can be. This is a revolutionary innovation that will change the perception of consumers who wish to invest in 24K gold and wear it as jewellery. Although the Middle Eastern market mainly focuses on 18K, 21K, and 22K gold jewellery, the lightness and value retention of Hard Pure Gold have the potential to attract the younger generation.”

In recent years, Hard Pure Gold has rapidly gained popularity in the Chinese market, becoming the fastest-growing category in gold jewellery retail. According to research by the WGC, Hard Pure Gold accounted for over 20% of China’s gold jewellery retail sales in 2024, particularly favoured by Gen Z and the millennials. This May, China’s Ministry of Industry and Information Technology officially issued the “Hard Pure Gold Jewellery Industry Standard”, safeguarding the category’s quality at a national level and paving the way for its global journey.

 “With our insights into the international market and successful practices in the local market, the time has come for Hard Pure Gold to go global. The ‘New Silk Road Initiative’ for the Hard Pure Gold aims not only to introduce an innovative product category but also to bridge China’s highly innovative and effective gold jewellery supply chain and the global jewellery value chain,” Wang said.

The list of 14 participating companies includes:
Swiky Jewellery, Cuilu Manufacturing, Zijin Gold Jewellery, Mingfeng Jewellery, Yuehao Jewellery, Colourful Jewellery, Foreway Group, Jinmingzhu Jewellery, Guanhua Jewellery, Chaozun Jewellery, Jinyufu Jewellery, Ganlu Jewellery, Batar Group, and Point Gold Precious Metal.

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