China is the fastest-growing market for gold jewellery in the world, accounting for 400 tonnes of demand in 2010. Chinese consumers look for the very highest level of purity; more than 80% of gold jewellery in China is made from pure 24 carat gold.

In today's China, gold takes centre stage in the wedding ceremony as a promise of a long and happy future together; this year, around 6.6 million brides will receive gold at the centre of their rituals. Indeed, as a result, over 75% of all urban Chinese women now own more than one significant piece. As the Chinese economy radiates wealth into rural communities, we anticipate that levels of ownership and participation in gold jewellery will continue to rise across the nation.

Two thirds of Chinese women regard gold jewellery to be as much an investment as a statement of personal style; consumers are keenly aware of the value of what they own. But the same majority also state that wearing gold jewellery every day makes them feel wonderful; in China, the logic of gold seems to be perfectly complemented by its magic.

In collaboration with leading manufacturers and jewellers, the World Gold Council launched K-gold, a branded expression of 18 carat gold, as a catalyst for new concepts and designs. K-gold meets the desires of younger consumers and ensures that gold's traditions are matched by our innovations.