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Gold price maintenance to stimulate consumer jewelry sales under hot winter
As the global economy slows down, people are finding it harder to spend freely, yet sales of high-end consumer goods like jewelry remain steady. During a recent shopping event hosted by a renowned merchant, the writer observed a couple who had gone all out—after buying a man’s ring, they waited until midnight to purchase a woman’s ring, showing just how much emotional and financial value is tied to such purchases. In response to shifting market conditions, businesses have moved away from simple price cuts and instead focused on creating higher value for consumers, especially targeting the “post-80s†generation entering the wedding market.
The ongoing financial crisis has reinforced a mindset centered around preserving wealth. People are increasingly cautious about their spending, and gold and diamond jewelry have become more than just fashion accessories—they are seen as safe assets that can be stored easily, hedge against inflation, and protect against economic uncertainty. This has made them a top choice during times of financial instability.
According to the Supreme Supreme, since launching its first wedding collection in China, the Jin Extreme Marriage Series has helped thousands of couples begin their new lives. The designs are not only elegant but also deeply symbolic, touching the hearts of those who wear them.
In 2009, the Golden Grand introduced the “Love and Sharing†collection, marking the debut of the “Love and Chengzhi†series. Emotional and meaningful designs have become highly popular among couples, with the three-trick match style becoming a trend in the jewelry market. The Jinzhizun “Love and Chengqi†series stands out for both its unique design and excellent value for money.
A young couple shopping for wedding jewelry shared that the entire set aligns perfectly with the concept of “Designing Love for Love,†making it an ideal gift for special occasions. Beyond being decorative, gold and diamond jewelry serve as tangible assets. They possess currency-like properties and act as a hedge against economic downturns. Over time, the dual nature of gold—as both a commodity and a financial asset—has supported long-term price growth, providing a favorable environment for the jewelry industry.
Despite the financial crisis, many couples continue to prioritize their wedding jewelry budgets. One customer at Supreme Supreme mentioned that although she didn’t receive a raise this year, she still maintained her original plan. She noted that one of her colleagues’ investments in jewelry had significantly increased in value. “It’s not just a piece of jewelry; it’s a way to keep our money safe,†she said. She chose a gold ring from the Supreme Collection, adding, “Like a picture frame, it frames all our happiness.â€
The company also pointed out that in China, most jewelry companies focus on the domestic market, where traditional preferences still favor gold. Even though the financial crisis hasn’t fully passed, demand for gold jewelry has surged. Additionally, the per capita ownership of gold jewelry in China remains far below that of developed countries, indicating strong potential for future growth.
Experts from the Academy of Social Sciences believe that the current focus on “marriage-themed†collections reflects a broader shift. With the 2008 crisis deepening people’s sense of family and stability, the wedding market is expected to see a surge in demand from the post-80s generation.
On one hand, technological advancements have led to increased gold supply, while rising living standards have boosted demand. These two factors have created a balanced market dynamic. Companies that can build strong brand loyalty and connect emotionally with consumers will likely emerge as leaders in this evolving industry.