We ignite desire for gold jewellery. We do this in very different ways.
By protecting the core wedding traditions in the key markets of India and China. Over 15% of the entire world’s gold jewellery is given to celebrate Indian marriages alone, and in China this year 6.6 million brides will receive gold at the centre of their rituals.
By extending the reach and frequency of Chinese and Indian consumers’ relationship with gold jewellery. In India we have successfully moved beyond the traditions of Dhanteras (Diwali) to place gold and its symbolism at the core of festivals, thus increasing the size of the market and the cultural significance of gold jewellery. In China we are exploring how to drive penetration into the emerging wealth of rural communities. In both markets we create compelling new concepts and collections to ensure that tomorrow’s generation is attracted to gold. In China, for example, K-gold has created an 18 carat market from scratch for a younger, urban consumer. We are determined that gold is seen to represent the future of jewellery whilst, in parallel, tradition remains valued.
In Italy - a centre of creativity and manufacturing excellence for so many luxury products - we created a leading annual showcase for the industry’s best, most inspirational design. Gold Expressions 2011 launches the next bravura concepts from internationally important Italian manufacturers.
In the US - the world’s third largest consumer market for gold jewellery - our ambition is to redefine and reassert gold’s preciousness by underlining the power of ritual and tradition (around three quarters of American brides say “I do” with a ring of gold) and by exploring what we see as profound interest from the high end market in both the value and the values of gold jewellery, as discerning consumers move towards deeper relationships with fewer, better things.
Around the world, our initiatives benefit from imaginative commercial partnerships with leading players of influence at many different points in the value chain.