The World Gold Council is associating gold with the millennials and is undertaking a mammoth marketing programme to have that sentiment unfurl over customers’ subconscious. Their latest campaign, ‘You are Gold’, was unveiled recently. With GJEPC on board to co-finance the multi-media marketing campaign, ‘You are Gold’ is poised to make millennials and Gen Z rediscover the centuries-old Indian fondness for gold.
CELEBRATES MODERNITY
WGC is embarking on a marketing spree for the third and fourth quarters of 2021 with multiple short films, the first of which was released in July-end.
Talking about this multi-million dollar campaign that is to run till December 2021, Somasundaram PR, Regional CEO, India, WGC, said that the council studied consumer markets in China, US and Japan as part of a research. The findings showed that 48% of the consumers didn’t want to buy gold because they found gold as a complicated product and have thus developed a trust barrier. “Also studying millennial buying preferences, we found that they were indifferent to gold even if they have the budget for that. This is risky for the gold jewellery industry that works on thriving consumer demand and an entire generation’s indifference can cost the industry acutely,” he said. Highlighting that the emphasis on discounts in media coverage also doesn’t paint a fantastic impression of gold, Somasundaram said that WGC is revamping the marketing to impress millennials about their priorities in life, their language, across channels through the ‘You are Gold’ campaign.
Diese Geschichte stammt aus der May - June 2021-Ausgabe von The Retail Jeweller.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent ? Anmelden
Diese Geschichte stammt aus der May - June 2021-Ausgabe von The Retail Jeweller.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent? Anmelden
How Dubai Governs Its Gold
Dubai’s high standard of gold quality and trade transparency combined with a jaw-dropping 98% compliance level, makes a perfect case study for how India needs to emulate the best practices that lures buyers from world over to the ‘City of Gold’
HUID: Paralyzed by incapacity
The one clarity about hallmarking and HUID at present is that there is none. Here’s the long and short of the HUID capacity constraint.
Mozambican masterpieces by FURA
Rubies are rarer by far than diamonds — and some of the finest rubies today come from Mozambique. Mindful of the opportunities, FURA Gems, a fast-moving young mining company, is resolute in expanding the ruby market even as it gets ready to hold its inaugural ruby auctions in Jaipur this month.
HUID: India's quest for GOLD PURITY EXCELLENCE
The Indian gold jewellery sector’s journey towards hallmarking has been long, slow and bumpy. Although voluntary hallmarking became available in April 2000, compromised gold was still widely sold in the market — a fact of which neither public nor government was ignorant. In June 2021, however, hallmarking became mandatory. Manufacturers, jewellers and consumers now must quickly come to grips with the new purity norms, which juxtapose a unique six-digit ID for each item with the utterly inadequate state of India’s hallmarking infrastructure. The Retail Jeweller weighs the pros and cons of this sharp turn in the current, mid pandemic moment, when the gems and jewellery industry is more dependent than ever on gold sales.
INTERVIEW - SACHIN JAIN
De Beers is undergoing an unprecedented transformation by returning to the root and adding its tag of assurance to develop a fortified position for its partners and indisputable trust for consumers in years to come. Ahead of the De Beers Forevermark annual Forum 2021, Soma Bhatta speaks to Sachin Jain, MD, Forevermark India, about the massive internal and external changes that the organization is undergoing and what it means for De Beers’ Indian stakeholders.
INTERVIEW - AJOY CHAWLA
As long ago as the early 2000’s, Tanishq, the preeminent brand in organised jewellery retail, made known that gold purity standard in India is questionable. It equated purity with trust, winning over millions of customers. Will mandatory hallmarking erode that lead? Not so, Ajoy Chawla, CEO, Jewellery Division, Titan Company Limited, tells Soma Bhatta - trust is an edifice of many levels, and purity is only the first one.
INTERVIEW - COLIN SHAH
As IIJS 2021 gears up to resuscitate the trade sentiment with its comeback physical show in Sept 2021, Colin Shah, Chairman, GJEPC speaks to Soma Bhatta about its role in steering domestic policies, plans to scale up India footprint, and why it needs to first build domestic demand in order to become a reliable
INTERVIEW - SHAILESH SANGANI
IIJS 2021 has surprised the trade for many reasons: the highest number of exhibitors ever in the history of the show; forty percent larger show space and shifting base to Bengaluru after a three-decade plus unbeaten stint in Mumbai. Shailesh Sangani, convener, national exhibitions, GJEPC, speaks to Soma Bhatta about the key highlights, trade expectations and why retailers should brave the odds to visit the upcoming show.
GOLD: A Modern Rendition
World Gold Council’s ‘You are Gold’ Campaign to excite millennials about gold purchase.
From the earth, for the earth: How natural diamond miners are rehabilitating nature
Diamond is in a very eventful phase in its global trade history. There are discoveries such as the 1,098 carat diamond by Debswana, a joint venture between De Beers and the Botswana government. Natural diamonds no longer adorn a woman with its beauty only, the members of Natural Diamond Council are giving their all to conserve the environment with better technology. And this is exactly where Natural Diamond Council is making a difference inimitable in scale and heart. Let’s understand better.
