THE World Gold Council has launched a new "K-gold" jewellery series in an effort to make gold more appealing to young consumers and establish a more fashionable image for gold jewellery.

　　K-gold, with 75 per cent pure gold, has great flexibility and malleability. It gives jewellery designers the creative freedom to transform gold into the most desirable shapes and forms. Well known brands such as Louis Vuitton, Christian Dior, Kenzo and Chanel all have their signature K-gold products and from time to time stage their latest K-gold jewellery designs.

　　The all-new K-gold jewellery launch in China is expect to engender a great visual revolution. The World Gold Council, in partnership with Chow Sang Sang and Chow Tai Fook jewellery companies from Hong Kong and Taiji and DH Jewellery Splendid companies based in Shanghai, has decided to launch the K-gold line and the concept of fashion as expressed by K-gold jewellery.

　　The K-gold launch last Friday in Shanghai will be rolled-out throughout China next year. It will mainly target young consumers from 22 to 35 years old. (By Xu Xiaomin)