Tuesday, 24th April 2007 (3390 views)

In order for gold to win back its "allure" in terms of jewellery, experts at the fifth Dubai City of Gold Conference have advised the industry to come up with plans.

Central to rejuvenating the gold jewellery industry would be firms focusing specifically on re-jigging their marketing strategy, according to Philip Olden, managing director of marketing and jewellery for the World Gold Council (WGC).

Securing a "relevant brand image" was therefore integral to the gold jewellery industry, Mr Olden asserted, stressing that this was an area that the industry had let itself down on in the past.

Mr Olden remarked: "Today more than ever before, we have to compete for discretionary income. We must increase consumer desirability by changing our marketing tack."

In addition, stressing the importance of the role of the WGC, Mr Olden stated that his organisation's recommendations had resulted in those countries adopting them outperforming those who did not.

The Dubai City of Gold Conference was a two-day event and ended yesterday. According to the organisers, the first day attracted over 300 delegates from 25 different countries.

 

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