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Chinese Millennials’ renewed interest in gold jewelry

Chinese Millennials’ renewed interest in gold jewelry

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Chinese millennials confirm a renewed interest in gold and in particular traditional Chinese symbols jewelry.

For many young affluent Chinese consumers, tradition is back in jewelry.

Sales of gold bracelets, pendants, earrings and necklaces that draw inspiration from dragons, phoenixes, peonies and other traditional Chinese motifs and symbols are soaring among consumers, especially those in their 20s and 30s, helping to fuel the country’s post-gold pandemic recovery.

The rise of e-commerce and national pride are fueling the increase in demand for what is known as heritage gold jewelry. These require intricate craftsmanship.

The popularity of these new pieces began to take off in mid-2020 and has helped demand for gold jewelry in China – the world’s largest consumer – more than double in the first half of 2021 from a year earlier, reaching pre-pandemic levels, according to the World Gold Council (WGC).

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Featured photo : © Reuters

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