Kering Invests in Borland, Tapping Into China’s Growing 24K Gold Boom Among Young Luxury Consumers

Kering has acquired a minority stake in Borland, a Chinese fine-jewelry brand renowned for its specialization in 24-karat gold, strengthening its presence in a market that is reshaping the luxury landscape through heritage craftsmanship and renewed appetite for hard luxury.

The investment comes at a time when gold has become a high-priority category for China’s Generation Z, who value it not only for its artisanal beauty but also for its role as a store of value. Borland’s boutiques—celebrated for blending ancient techniques with contemporary design—have rapidly become a destination for young consumers seeking authenticity and cultural heritage in their purchases.

For Kering, this move represents a strategic expansion into a fast-growing segment and a step toward reinforcing its jewelry portfolio across Asia, a region where homegrown luxury players are gaining global momentum and reshaping competitive dynamics.