LLOYD 10K Ring (Photo courtesy of E-World)
SEOUL, July 8 (Korea Bizwire) — With gold prices climbing steadily, South Korean jewelry brands are increasingly turning to lower-karat gold and alternative materials to appeal to younger, cost-conscious consumers.
Traditionally dominated by 14K and 18K offerings, the market is seeing a growing presence of more affordable 10K, 9K, and even 5K gold pieces. These lower-purity products—containing less gold than the 24K benchmark of pure gold—are helping brands maintain price points without compromising on style.
Retailers like LLOYD, a brand operated by E-Land Group’s E-World, have seen success targeting younger buyers by expanding their lineup of “light gold” products and silver jewelry.
Since introducing 5K gold in late 2023, LLOYD has broadened its range to include rings, necklaces, earrings, and even anklets, resulting in a 27% year-over-year increase in sales for its light gold and silver collections in the first half of 2025.
“Our strategic shift toward practical materials amid gold price volatility has resonated strongly with younger customers,” a LLOYD spokesperson said. “Moving beyond a portfolio focused solely on 14K and above allowed us to meet evolving consumer demand.”
Luxury brand Didier Dubot, known for its presence in high-end department stores, has also adapted by offering 10K custom-made options in its couple ring line to capture younger demographics. “It’s not just about affordability—it’s about introducing new consumers to the brand,” said a Didier Dubot representative.
Other brands are experimenting with dual lines: MiniGold, for example, offers both a premium series made entirely of 14K gold and a “Smart Daily Line,” in which silver pieces are gold-plated with only the earring posts made from 14K.
The price difference is dramatic—one style of 14K earrings sells for nearly 1.3 million won ($1,000), while the Smart Daily version is priced under 200,000 won ($150).
Industry insiders say price-sensitive consumers, especially in their 20s and 30s, are driving this diversification. “While luxury brands have raised prices in line with gold’s rally, mass-market jewelry lines are innovating with materials and design to maintain accessibility,” said one executive.
With affordability now as important as aesthetics, South Korea’s jewelry market is redefining luxury for a generation more interested in value than karats.
Lina Jang (linajang@koreabizwire.com)
