Kering Ventures, Kering Group’s investment arm, has taken a minority stake in Chinese jewelry house Borland, the company confirmed in a statement on December 1.
Kering’s investment in the company — best known for 24-karat gold designs rooted in imperial-era craftsmanship — comes at a time when young consumers are increasingly investing in the category. In recent years, gold has become China’s fastest-growing jewelry category, with younger shoppers buying pieces to express identity and individuality.
“A young consumer buying gold may love the design, but also use the physical object to ease anxiety about an uncertain future,” says Sun Rui, researcher at Beijing’s Renmin University. This blend of aesthetics, cultural symbolism and asset-like security has pushed multi-karat gold into the realm of everyday luxury.
