Gold Expressions (GE) is one of World Gold Council’s leading marketing initiatives and aims to bring the best of Italian gold jewellery design to international markets. This successful product development programme promotes innovative ‘Made in Italy’ design and product excellence in order to stimulate global consumer demand for gold jewellery.

The Gold Expressions 2010 collection, launched in January at VicenzaOro’s First Fair, unites the Italian jewellery designers and manufacturers and provides insight into the latest industry research and trends, which are instrumental in the designing of innovative and contemporary gold jewellery.

The Gold Expressions concept was launched following global research insights which identified consumers’ appetite for more contemporary, innovative and versatile gold jewellery in the major gold markets around the world. The key to the project’s success since its initial launch in 2004 has been the combination of consumer research and trend forecast briefings, resulting in cutting-edge gold jewellery design that reinvigorates the global gold jewellery market.

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The briefing for the current collection was a combination of the latest World Gold Council (WGC) consumer insights, trend forecasts from Future Concept Lab (FCL) and guidance from guest designer Beatriz Biagi on how to apply the research and trends to the creative design process. This combination of briefing modules stimulated the imagination of the Italian goldsmiths. The result: a powerful creative collection for Gold Expressions 2010.

Since the launch of the first GE collection, the project has grown and evolved from a trade-facing project – showcasing the collection at the important trade shows in key markets around the world – to a consumer-facing recognisable brand, distributed by WGC partners in the primary markets for gold. It is supported with consumer print and TV advertising, point-of-sale materials and public relations initiatives.

Gold Expressions 2010 is made up of 53 jewellery collections, representing 33 Italian goldsmiths. Following the launch in Italy, it will commence a world tour consisting of trade launch events and exhibitions at the major jewellery fairs. In addition, the collection will penetrate the most important consumer markets for gold, with strong promotional support.

This global project is sponsored by WGC and by key partners Vicenza Fair and gold mining company AngloGold Ashanti, as well as regional trade partners in the gold markets. We thank all participating manufacturers, sponsors and partners for their enthusiasm and continued support in making this project a success.

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