Young People Buying Gold Jewelry as "Investment" - Buying in Rising Markets and Avoiding Declines Becomes Consensus

Recently, gold prices have been soaring like a rocket. During the National Day holiday, international gold prices fluctuated around $3,900 per ounce, experiencing a brief pullback on October 2 before surging to $3,912 per ounce on October 3. Reporters found that high gold prices have not affected sales volume, as the Beijing gold jewelry market saw both rising prices and increasing transactions during the National Day and Mid-Autumn Festival holiday period.

Despite mainstream brands like Chow Sang Sang and Lao Feng Xiang reporting jewelry gold prices exceeding 1,130 yuan per gram, gold stores in core business districts still experienced bustling customer traffic. On October 4, at the flagship store of Caibai Co., Ltd., the jewelry trial counters were surrounded by consumers, while at the Beijing SKP's Old Shop Gold store, customers queued to purchase high-end ancient-method gold artifacts.

On the morning of October 3, sales staff at Caibai's flagship store continuously introduced new gold jewelry to customers. "We haven't had a moment's rest since opening - small-weight jewelry and investment gold bars are selling the best," said a clerk wiping sweat. It is understood that on the third day of the National Day holiday, Caibai's pure gold price had risen to 1,075 yuan per gram, an increase of 85 yuan per gram compared to the beginning of the third quarter, with high price levels becoming a notable market characteristic.

Monitoring data shows that on October 4, Beijing's mainstream brand jewelry gold prices were concentrated in the 1,129-1,131 yuan per gram range. To attract customers, merchants have been rolling out promotions. Reporters observed that among customers purchasing gold jewelry at counters, middle-aged and elderly groups remain the main force, preferring lightweight gold jewelry under 30 grams that combines wearability with value retention.

Besides Chinese consumers' sustained enthusiasm for gold purchases, international market demand for gold has also not diminished. In this regard, Chuangyuan Futures analyst He Yan stated in an interview with China Times that according to World Gold Council data, global gold demand totaled 2,385 tons in the first two quarters of 2025, showing growth compared to 2,114 tons during the same period last year.