Wednesday, 19th January 2005 (4524 views)

Strong bullion prices are driving demand for high-quality jewellery, the World Gold Council (WGC) has claimed.

Top-end consumers are increasingly opting for more expensive jewellery items, reflecting a "general re-invigoration of the luxury category", Philip Olden, WGC's managing director of marketing and jewellery, claims.

A host of designer fashion brands have incorporated gold into their most recent collections, and it now seems consumers are taking the metal's investment and fashion values into consideration.

"The high-end lifestyle brands that are now adopting gold as part of their collections, like Gucci and Dior, are reflective of a general re-invigoration of the luxury category," Mr Olden said at the Vicenza jewellery and gem trade fair.

Mr Olden also said gold jewellery benefited from having a relatively transparent commercial value.

"If consumers regard it as a strong investment as well as being a nice piece of jewellery then that's a very positive thing," he said.

Mr Olden added that people are often unwilling to invest in metal at times when prices are volatile as that created uncertainty.

"When they see a steady increase in the price then they become more confident," he said.

 

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