Gold demand rises amid market swings

CEBU, Philippines — A growing share of Filipinos in their 20s and 30s are turning to gold as a hedge against market swings, reviving demand for a centuries-old store of value that jewelers say is increasingly treated as a financial asset rather than a luxury accessory.

Oro China Group chief executive officer (CEO) Jennifer Ty said in an interview that younger buyers are viewing gold as a “secure asset in times of uncertainty,” reflecting a broader global shift toward tangible investments as inflation, currency volatility and geopolitical risks cloud traditional portfolios.

While older generations long treated gold as savings and inheritance, first-time buyers are entering the market earlier and blending fashion with financial planning, Ty said.

Entry-level pieces often serve as an introduction to precious metals, while repeat customers assemble collections intended as heirlooms or markers of milestones such as weddings and career promotions.

“For many, their first encounter with gold is an investment decision,” Ty said. “As they mature financially, it becomes both a store of value and a personal legacy.”

Oro China, which is approaching its 60th year in business, has expanded education campaigns aimed at younger consumers, using social media and in-store programs to explain pricing, resale value and preservation.

Industry executives say such efforts are critical as digital assets and equities compete for attention but lack the physical security associated with precious metals.

The company’s multigenerational customer base — families that have bought jewelry for decades — reinforces gold’s reputation as an asset that can outlast economic cycles, Ty said. The brand positions itself as a domestic alternative to foreign chains expanding in Philippine malls, emphasizing after-sales service and long-standing trust.

The renewed appetite is also reshaping Oro China’s expansion strategy. Senior marketing executive Jewel Camomot said the jeweler operates more than 50 branches nationwide and ships globally through its e-commerce platform, with overseas Filipino workers accounting for a significant share of international demand.

“Many buyers abroad see gold as both jewelry and a form of savings,” Camomot said. “E-commerce has allowed us to maintain that connection.”

Gold’s rally has broadened the customer mix, with younger consumers gravitating toward minimalist designs that carry lower price points and allow gradual accumulation, she said. The shift marks a generational transition in a market historically dominated by older buyers focused on heirloom pieces.

Competition has intensified as new domestic and foreign brands enter the online jewelry space. Camomot said Oro China is leaning on its six decades of operating history and network-wide after-sales service to reassure customers wary of counterfeit or under-karated products sold on digital platforms.

The company plans to reopen a branch in Tacloban this year — its first return since Typhoon Yolanda forced a closure — as part of selective mall-driven expansion. Management is also studying sister-brand concepts aimed at younger shoppers, including lab-grown diamond and customizable jewelry lines.

Oro China staged a two-day gold festival on February 11-12  tied to Lunar New Year celebrations, offering consultations, cleaning services and educational exhibits for first-time buyers.

According to Ty, the event reflects a strategy that blends cultural tradition with financial literacy, underscoring gold’s dual role as ornament and insurance in household wealth planning.

Oro China Group also operates DiaGold and Oro Galleria. — (FREEMAN)