China’s biggest jeweler sees gold in the masses

Superman and the Angry Birds team also feature in Chow Tai Fook Jewellery Group’s range of fashionable, and affordable, pieces which the company hopes will win over the millions of Chinese who live outside major cities but who are reaping the benefits of a rapidly growing economy and who remain enamored by the gleam of gold.

“We are quite similar to the fast fashion way of business in that our products are only available for a limited period of time,” Kent Wong, managing director of Chow Tai Fook, told Reuters.

“The stock-keeping units will have to respond promptly to the fast-changing tastes of customers, especially young customers, who can share information about trends very quickly on their smartphones,” he added.

China, the world’s second-largest economy, is on track to overtake India as the world’s biggest consumer of gold this year as falling prices encourage purchases for both personal use and investment.

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