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K-gold Hits Beijing Stores

For young people, the allure of gold has been somewhat overwhelmed in recent years by the proliferation of consumer choices. These days the latest mobile phone, a great hair-do, cosmetics and perfumes, holidays, spa treatments, restaurant meals and many other consumer goods and services all vie convincingly for the consumer dollar. But the World Gold Council (WGC), the worlds largest gold promotion organization, is still confident that for true luxury, nothing beats their product, and they have invited five co-op partners who share that confidence, namely Hong Kong-based Chow Sang Sang, Chow Tai Fook and Just Gold and Beijing-based Caishikou Department Store (or Caibai in brief) and Orop, to present Beijing fashion pioneers with K-gold jewellery.

K-gold is 75% pure gold, with other metals to add colour and strength, and has greatly improved flexibility and malleability. It gives jewellery designers the creative freedom to transform gold into the most desirable shapes and forms. With the addition of the alloyed metals, K-gold can be pure white, rose-red, pink-red, red and purple, or other tones. All these qualities mean K-gold can be widely utilized in jewellery design at the pinnacle of the art. K-gold s special qualities have already attracted Western fashion designers Louis Vuitton, Christian Dior, Kenzo and Chanel, among others. All have signature K-gold jewellery designs.