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
Cartier Unveils Five New Creatures In Its “Into The Wild” High Jewellery Collection
Tiger, Parrot, Carp, Crocodile and Rhinoceros Join The Maison’s Iconic Animal Universe
Cartier has expanded its legendary animal universe with Into The Wild, its latest high jewellery collection, introducing five new creatures: the tiger, parrot, carp, crocodile and rhinoceros. The collection was unveiled in Istanbul as the Maison continues to explore its longstanding fascination with the natural world.



At the heart of the collection are five sculptural animal-head rings, each capturing the creatures’ distinctive character through precious gemstones, bold colour combinations and exceptional craftsmanship. Cartier’s artisans use techniques including carving and specialised gem-setting to recreate textures such as fur, scales and skin.


The tiger is interpreted through sapphires, aquamarine and dumortierite quartz, while the parrot, carp, crocodile and rhinoceros each receive distinctive gemstone treatments. The crocodile and tiger also appear in articulated bracelets and necklaces, with cleverly concealed clasps integrated into their mouths.
While the new creations broaden Cartier’s menagerie, the Panthère remains central to the collection, appearing in a diamond bracelet and a Panthère jewellery watch. Cartier’s fascination with fauna dates back to the early 20th century, with the panther taking its iconic three-dimensional form in 1948.
With Into The Wild, Cartier continues to transform nature into sculptural high jewellery, demonstrating how animal forms can become powerful expressions of creativity, craftsmanship and individuality.
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