World Gold Council

Welcome to the World Gold Council’s online gold jewelry marketing site

• What impacts and influences the gold jewelry business?... more >>
• How can you maximize inventory turn and increase the average selling price per piece of your gold jewelry inventory... more
  
• What are consumers looking for and what motivates them to buy gold jewelry?... more
• Are your gold jewelry sales in line with overall market growth?...more
  

This unique website enables you to resource the World Gold Council’s virtual agency, ‘marketing.gold.org’.

Success

Jewelers have seen their gold businesses transformed as a result of participating in an integrated gold marketing approach, revamping their merchandise selection, training and advertising and promotions for gold.  Continued success has also been generated through use of the one of the Council’s national advertising campaigns “Gold Makes the Moment…”, which is designed to stimulate consumer demand for gold jewelry in key markets.

“Initiatives in the gold category developed in conjunction with the World Gold Council are producing good results in both Jared and in the mall stores”

Terry Burman - Group Chief Executive, Signet Group Plc

Do It Yourself

Now you can also participate in this successful campaign by creating your own personalized “Gold Makes the Moment…” marketing and promotional materials, by simply accessing the Council’s comprehensive “toolkit”. Further, you can take advantage of the WGC’s consumer and market research to strategically plan your merchandising and marketing initiatives.

For further details on how to use the marketing assets please view 'How to Use'  

Please register to see more information.

Market Background and Influences

POTENTIAL – Tune in to W.I.I.F.M. – “What’s In It for Me?“
Your gold jewelry category has huge potential. The gold jewelry market in the US has grown consistently for fourteen consecutive years, despite dynamic economic and geopolitical issues. Gold can sell 365 days a year and not just around specific occasions.  Consumer research conducted by National Jeweler shows that 71% of the women they surveyed would consider buying gold for themselves.

Female self-purchase is an important driver of gold jewelry demand as women are becoming more independent and more and more comfortable with buying gold jewelry to treat themselves and are using the versatility of gold jewelry as a way of expressing who they are.

VALUE
The value of global gold jewelry retail sales is $60 billion annually, making it one of the biggest “brands” in the world. However, gold faces increasing competition from other luxury products and experiences. Competing products range from handbags and shoes to IPODs, PDAs and mobile phones, as well as travel and spa services, all of which vie for consumers’ attention.  

Consumers are much more discerning, more educated thanks to the internet and more demanding. They have access to all kinds of information, more so than ever before.

Using the WGC’s consumer research and creative marketing materials (developed from the research) will ensure greater success in your gold jewelry business.

INTEGRATED APPROACH

Advertising alone cannot drive sales.  Be sure to visit the following areas of this site to create synergy within your store and build a stronger gold business.

• merchandising
• sales training
• promotions
• WGC online resources