# luxury

China’s Lunar New Year Gold Rush: Who’s Winning — the Bullion or the Brand?

China’s pre‑Lunar New Year rush for gold jewellery has been driven by young buyers seeking small, symbolic pieces that combine adornment with perceived investment value. The industry’s rising bullion price has amplified a split between scale‑focused retailers that profit from widespread outlets and boutique brands that command high retail margins—but face limits in converting that premium into resale value.