Chinese “ancient gold” jewelry brands are raising prices sharply, with some products surging nearly 60% on strong demand and high gold prices. Jemper Jewelry raised prices on March 9, with a 50-gram bracelet jumping 46% from 97,530 RMB ($13,500) to 143,080 RMB ($19,800). Heritage brand Laopu Gold raised prices 20-30% in late February, triggering buying frenzies and long queues outside its Shanghai stores. Major brands Chow Tai Fook and Lao Miao Gold are maintaining retail prices near 1,590 RMB ($220) per gram. Industry experts warn long-term success will depend on building brand value beyond the gold price itself.

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