International News
The World Gold Council Launches “The Moment Is Gold” Campaign
Celebrating everyday moments with gold jewellery
The World Gold Council today unveiled its new gold jewellery campaign in India. ‘The Moment is Gold’ campaign aims to enhance the relevance and aspiration of gold jewellery amongst Gen Z and Millennials. The campaign showcases gold jewellery as an integral part of everyday moments and fosters a deeper emotional connection with gold, while positioning it as a reflection of modern, aspirational lifestyles. It aims to extend gold jewellery’s appeal beyond key life events such as weddings and festivals and encourages individuals to celebrate everyday moments and occasions that enrich their lives.
Speaking about ‘The Moment is Gold’ campaign, Arti Saxena, Head of Marketing, India, World Gold Council said, “With ‘The Moment Is Gold’ campaign, we are celebrating the richness of everyday life. Our campaign is about creating a new social currency for gold, one that resonates deeply with Gen Z and Millennials who are finding unique ways to express themselves. The campaign seeks to encourage them to cherish their personal ‘gold moments’ – be it a personal achievement, a small victory, a moment of connection, and by symbolizing these moments with the enduring beauty and value of gold.”
GJEPC India has also supported the campaign that promotes gold jewellery category in India.
The campaign, has been conceptualised by BBDO India, tells the story of a young man at a concert who momentarily loses sight of his girlfriend in the crowd. His relief is palpable when he finally spots her, thanks to the familiar gold jewellery she is wearing. This subtle yet significant moment underscores how gold can provide comfort and a personal touch, even in unexpected, everyday situations.
Josy Paul, Chairman & Chief Creative Officer, BBDO India said; “For generations, gold has been tied to life’s monumental milestones. With ‘The Moment Is Gold’, we’re reframing that tradition – by celebrating the spontaneous, everyday moments that carry meaning. It’s about giving gold a fresh, youthful relevance: not just for the big chapters of life, but also for the small, golden sparks that make every day extraordinary.”
The campaign will be live across television, digital and OTT platforms, CTV, social media and print. The media partner is WPP media.
International News
Kering Invests in China’s Gold Jewelry Surge as Laopu’s Explosive Growth Reshapes Market
Heritage-gold brands Borland and Lamchiu secure major funding amid soaring demand, fueled by Laopu’s meteoric rise and China’s booming 24-karat segment.
A wave of investor interest is sweeping through China’s gold jewelry sector as the rapid rise of Laopu Gold Co. galvanizes confidence in the country’s high-end heritage gold market. The latest beneficiary is Borland, a Hangzhou-based jeweler known for its traditional filigree craftsmanship, which this week announced more than 100 million yuan ($14 million) in new funding.
The investment round includes contributions from Kering Ventures, the startup arm of luxury group Kering SA, and Shunwei Capital, co-founded by Xiaomi chairman Lei Jun. Kering noted that its minority stake enables participation in the “rapid development of a particularly buoyant 24-karat gold jewelry segment,” reflecting growing appetite for culturally rooted premium gold pieces.
Meanwhile, Dayone Capital has made a separate investment exceeding 100 million yuan in Lamchiu, a Lanzhou-based maker of handcrafted bespoke gold jewelry. The firm will support Lamchiu in expanding distribution and reinforcing the brand’s supply-chain capabilities.
The surge of capital follows the remarkable ascent of Laopu, which has become one of China’s breakout jewelry success stories. The company reported 12.4 billion yuan in revenue in the first half of 2025 — a year-on-year increase of over 250%, building on 168% growth from the previous year. Laopu’s momentum has outpaced Western luxury houses struggling with softer China demand.
Heritage gold jewelry — deeply rooted in Chinese aesthetics and traditional techniques like filigree — is attracting a new generation of luxury consumers. Brands like Laopu, which operate in top-tier malls, increasingly compete with global maisons such as Hermès and Cartier for clientele.
Despite strong digital followings, newer brands still face distribution gaps. Borland operates only three mall stores, while Lamchiu, despite amassing more than 1 million followers on Douyin, runs just one physical outlet in Lanzhou. Both companies plan to use their fresh funding to accelerate expansion and strengthen operational infrastructure.
The latest investments signal rising confidence that China’s heritage-gold renaissance is evolving from a trend into a long-term luxury category shaping the future of the jewellery market.
-
National News1 hour agoGJC welcomes RBI’s 25 basis point repo rate cut
-
National News2 hours agoIndia’s World Cup victory celebrated with India’s own gold through Tanishq exchange
-
ShowBuzz59 minutes agoT.GOLD: The most innovative technologies for competitive and sustainable jewellery
-
International News4 hours agoGold edges lower, Silver stages a recovery as markets await crucial U.S. data
JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.