Geographical diversity

Demand for gold continues to be well recognised across the largest markets in the world and with that creates new purposes

China

Geographical diversity - China

In China, gold is often gifted to younger members of the family for special occasions, and there is a tradition of giving gold to new born babies in the form of tiny necklaces or bracelets. Gold also has a special place in the Chinese New Year when ornate pieces of jewellery in 24 carat, often featuring zodiac symbols are purchased for their investment value as well as their beauty.

India

Geographical diversity - India

India is one of the largest markets for gold, and growing affluence is driving growth in demand. Gold has a central role in the country’s culture, considered a store of value, a symbol of wealth and status and a fundamental part of many rituals. 

US

Geographical diversity - US

The US market for gold jewellery has shifted away from mass-market gold sales and is enjoying a renaissance at the high-end with the growth of designer gold jewellery brands. Weddings are a major driver of American demand for gold jewellery today. 

Turkey

Geographical diversity - Turkey

Turkey, perhaps better than anywhere else, illustrates the broad role gold can play in modern society. Gold is embedded in Turkish life: merchants pioneered the use of gold coins in ancient Lydia, and today gold plays an important and innovative role in Turkey’s economy.