BrandBuzz
World Gold Council Unveils ‘The Moment is Gold 2.0’ Campaign, Redefining Gold as Everyday Social Currency
New phase positions gold beyond tradition, celebrating personal milestones, self-reward and modern relationships as consumers embrace gold as a symbol of identity and everyday achievements.
The World Gold Council today launched the second phase of its campaign, ‘The Moment is Gold’, reinforcing gold’s evolving role in contemporary lifestyles. With its second phase, the campaign positions gold as a modern social currency celebrating personal milestones, individual aspirations, and meaningful everyday achievements beyond traditional occasions.
The initiative reflects a clear cultural shift, where gold is increasingly seen not just as a ceremonial purchase, but as an expression of identity, independence, love and self-defined success.
With ‘The Moment is Gold 2.0,’ we are strengthening gold’s relevance in contemporary lifestyles. We are seeing a clear shift, consumers are choosing gold to commemorate deeply personal milestones and independent achievements, beyond conventional occasions. This campaign positions gold as a modern social currency one that reflects personal choice, emotional value, and self-defined success in today’s dynamic world,” said Arti Saxena, Head of Marketing, World Gold Council.
Conceptualised to reflect contemporary relationships and evolving aspirations, the campaign brings alive modern narratives through two films: one celebrating self-reward and personal achievement, where gold marks moments of independence and progress, and another capturing an intimate pause within a wedding celebration, where gold becomes a symbol of a deeply personal new beginning shared between two individuals.
BrandBuzz
Sabyasachi Unveils the ‘Hazaribagh’ Necklace: A Masterclass in High Jewellery
The Indian luxury powerhouse fuses rare earth-toned gemstones with South Sea pearls in its latest 18k gold masterpiece.
Sabyasachi Mukherjee has once again redefined the boundaries of Indian artisanal luxury with the debut of the Hazaribagh Necklace. A standout piece from the Sabyasachi High Jewellery collection, the necklace serves as a vivid tribute to the designer’s signature “deconstructed” aesthetic, blending regal heritage with a modern, bohemian soul.
A Symphony of Rare Stones
The Hazaribagh Necklace is meticulously hand-forged in 18k gold, serving as a warm canvas for a curated palette of rare, multi-colored gemstones. The composition features:
- Aquamarines & Tourmalines: Providing a cool, crystalline contrast to the gold.
- Morganites: Adding soft, “sherbet-toned” warmth.
- South Sea Pearls: Hand-selected for their luster and organic silhouette.
- Brilliant Cut Diamonds: Graded EF VVS VS for exceptional clarity and fire.
Preserving the Legacy
The necklace is more than a statement of wealth; it is a celebration of the master goldsmiths of Kolkata. By utilizing traditional techniques to set modern, high-grade stones, Sabyasachi continues his mission to bring Indian high jewellery to the global forefront—most highlighted by the brand’s historic expansion into Harrods, London.
The Hazaribagh Necklace is currently available for viewing by appointment at Sabyasachi’s flagship boutiques, catering to a global clientele of connoisseurs and collectors.
World Gold Council Unveils ‘The Moment is Gold 2.0’ Campaign, Redefining Gold as Everyday Social Currency
Gold prices in India continued to decline, modest recovery in global prices
Botswana Diamonds rebrands as Botswana Minerals PLC
World Gold Council Unveils ‘The Moment is Gold 2.0’ Campaign, Redefining Gold as Everyday Social Currency
Gold prices in India continued to decline, modest recovery in global prices
Botswana Diamonds rebrands as Botswana Minerals PLC
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