Why China’s Gold Jewellers Are Outshining Global Luxury Brands

As global maisons chase modern minimalism, China is gilding the future with ancient motifs, 24-karat dreams, and a new kind of emotional value.

The iconic skyline of Shanghai at dusk, featuring the Oriental Pearl Tower and a vibrant array of illuminated skyscrapers reflecting on the Huangpu River.

In a high-gloss mall in Hangzhou, a Gen Z couple leans over a glass counter stacked with phoenix bangles and filigree-etched lockets. But this isn’t an heirloom handover. It’s a self-gifting ritual—captured on Xiaohongshu, filtered in gold tones, hashtagged #古法金 (Ancient Gold). Somewhere between ceremony and commerce, China’s new gold rush is quietly rewriting the rules of luxury.

A Cultural and Economic Shift in Shine

A collection of elegant gold rings showcased in a plush display case, highlighting their sleek design and subtle embellishments.

China is now the world’s largest consumer of gold jewellery, accounting for 30% of global demand in 2023, overtaking India for the top spot, according to the World Gold Council (WGC). But unlike in the West, where gold often evokes tradition or inheritance, in China, it’s entering a second life—as fashion, as investment, as intention.

This renaissance is rooted in Guochao (国潮) — the national wave of pride that fuses Chinese heritage with modern aesthetics. It's a cultural movement that doesn't just ask what looks good—but what feels rooted. And it’s transforming jewellery from passive heirlooms into expressive daily wear.

“Gold jewellery is no longer just a dowry item,” said Zhao Yuanyuan, a retail analyst at Mintel. “It’s a cultural artifact, a style statement, and for many Gen Z buyers, a form of financial self-care.”

Evidence: Numbers, Brands, Behaviour

A shopper browses a vibrant display of jewelry, featuring an array of sparkling rings and intricate bracelets at a bustling market stall.

The Stats That Speak Volumes

• Chow Tai Fook, China's premier jewellery brand, reported a fiscal year 2024 revenue of HK$108.71 billion, marking a 15% increase from the previous year's HK$94.68 billion. This growth was significantly driven by younger, first-time buyers .

• On Xiaohongshu, China's leading lifestyle platform, the daily average search volume reached 600 million times in Q4 2024, doubling from 300 million in mid-2023. This surge reflects the platform's growing influence among Gen Z consumers seeking gold jewellery trends .

• According to the World Gold Council's Q1 2024 Report, 77% of jewellery retail sales in China were attributed to gold products, predominantly 24-karat. This preference underscores the cultural and investment value placed on high-purity gold in the Chinese market .

Brand Moves & Innovations

• Chow Sang Sang: offers a variety of collections that blend traditional Chinese motifs with modern design elements. For instance, their “Chinese Wedding Collection” features pure gold bangles adorned with symbols like the Dragon and Phoenix, representing marital bliss.

• Tianyu Gems: Tianyu Gems specializes in customized 24K pure gold jewellery, including necklaces and bracelets. Their offerings often incorporate traditional designs with contemporary aesthetics. However, there is no specific evidence of a viral zodiac locket collection on Douyin.

• Lukfook Jewellery: Lukfook offers complimentary engraving services, allowing customers to personalize their jewellery with names, dates, or special symbols. While they provide this service in-store, there is no official information confirming live-streamed gold shopping events with real-time custom calligraphy engraving.

Consumer Psychology

• Gold isn’t just aesthetic—it’s emotional insurance. In a slowing economy and rising job uncertainty, young buyers are choosing adornments that hold value.

• For China’s Gen Z, who grew up in a digital world but yearn for tangible connection, gold is touchable permanence.

A collection of gleaming gold bars and coins, showcasing the purity and luxury of 1 kilo Swiss gold stamped as "999.9 Fine Gold."

Why Global Brands Are Looking East

A breathtaking view of the Great Wall of China, winding across the mountainous landscape, captured through an ancient stone archway.

Aesthetic Divergence: While Western houses like Cartier and Tiffany focus on subtle luxury, Chinese jewellers are leaning into symbolism, spirituality, and tactility. It’s maximalism with memory. Gold lockets shaped like lotus seeds. Bracelets etched with Confucian blessings.

Agility Meets Heritage: Where global brands take 12–18 months to bring collections to life, Chinese gold retailers iterate within weeks. Powered by social commerce, they test, tweak, and launch based on Douyin comments, Taobao analytics, and even emoji feedback.

The Global Implications: Tiffany & Co. is already adapting, launching a China-specific campaign starring actress Zhang Zifeng, centered on meaningful gifting and symbolic design. Meanwhile, brands like Chow Tai Fook are quietly expanding into Southeast Asia and Europe—not just to sell, but to educate global audiences on what Chinese luxury really looks like.

As BoF China reported, “Gold’s resurgence in China isn’t nostalgic—it’s forward-facing. It's not about tradition returning; it’s about tradition evolving.”

This isn’t just a jewellery trend—it’s a mirror to a mood. In a world obsessed with minimalism, China’s gold scene reminds us that luxury can be loud, layered, and luminous. That beauty can be rooted in cultural memory and market momentum.

While the West champions ‘quiet luxury,’ China is quietly reclaiming the narrative—one filigree bangle at a time.

So, when did gold stop being just gold? Perhaps when it started speaking a language of permanence, power, and pride—one etched not only into metal, but into meaning. And as the world watches, it might not be Cartier’s diamonds or Bulgari’s serpents that define the next era of luxury—but a phoenix cast in 24k.