As global gold prices remain elevated, China has introduced an innovative jewellery category called Hard Pure Gold combining very high purity with enhanced durability. According to industry data, this style of jewellery is gaining significant traction.

What it is

The new standard, effective from May 1 2025 in China, classifies Hard Pure Gold jewellery as having a minimum gold content of 99 % (Au 990) and a hardness of at least 60 HV on the Vickers scale.

These pieces are designed using advanced manufacturing techniques (such as electro‑forming or precision casting) to make them lighter, stronger and more intricate than traditional high‑purity gold jewellery.

Why it matters

With gold being expensive, consumers especially younger buyers are looking for jewellery that offers high gold content, better wearability and lighter weight without compromising on aesthetic purity. Hard Pure Gold addresses this demand.

In 2024, Hard Pure Gold reportedly accounted for about 20–25% of all gold jewellery sales in China, signalling strong adoption across the market.

The category is now being positioned for global reach, with manufacturers and the World Gold Council (WGC) showcasing it at the Jewellery & Gem WORLD Hong Kong 2025 trade fair and highlighting its export potential to Southeast Asia, the Middle East and beyond.

What to watch

While Hard Pure Gold jewellery emphasises high purity and enhanced hardness, it is not automatically an investment‑grade substitute for bullion or standard fine‑gold bars. Market appeal is more in consumable jewellery than in pure investment metal.

Transparent labeling and independent certification will be increasingly important. As the WGC previously noted, the standardisation of this category is still evolving.

For buyers outside China, check for recognised hallmarks, lab certification of hardness and purity, and purchase from reputable retailers to mitigate risk.

✅ Bottom line: China’s Hard Pure Gold jewellery is a real and rapidly growing category. It offers high‑purity gold with better wearability, positioning itself strongly in the jewellery market at home and increasingly abroad. For crypto‑savvy audiences, its rise reflects how innovation meets value, though it’s important to understand that

jewellery ≠ bullion.

#ChinaGold #GOLD #GoldInnovation #CryptoGold

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