Editor’s Note
Kering Ventures, the investment arm of the luxury group, has taken a minority stake in Chinese jewelry brand Borland. This move highlights the growing allure of gold and fine jewelry among younger consumers in China, a key market for luxury expansion.
Kering Ventures, the investment arm of Kering Group, has acquired a minority stake in Chinese jewelry house Borland, as confirmed in a company statement on December 1.
The investment targets Borland, renowned for its 24-karat gold designs rooted in imperial-era craftsmanship, and coincides with a surge in gold purchases by young consumers. In recent years, gold has become China’s fastest-growing jewelry category, with younger shoppers buying pieces to express identity and individuality.
This blend of aesthetics, cultural symbolism, and asset-like security has propelled multi-karat gold into the realm of everyday luxury.
Kering’s move occurs amid the growing “Laopu effect,” which has been reshaping China’s hard luxury landscape over the past year. Laopu, another Chinese 24-karat gold brand founded in 2009, reported revenues exceeding RMB 12 billion ($1.7 billion) in the first half of 2025 and a 2,300% stock surge since its initial listing on the Hong Kong Stock Exchange in June 2024.
Kering’s early stake in Borland signals that Chinese gold houses are no longer peripheral players but are redefining where luxury value is created. The investment aligns with Kering’s broader strategic reset in China. At the China International Import Expo (CIIE) last month, the group announced a strategic alliance with Shanghai Fashion Week to support domestic designers, highlighting a shift from market extraction to cultural participation. Under new CEO Luca de Meo, Kering has been working to rebuild momentum in China, and a bet on Borland strengthens the group’s ties to the country’s cultural economy at a critical moment.
