From unfashionable and traditional, to desirable and stylish – the World
Gold Council wanted to change how young people viewed gold jewellery.
So in 2013, we launched LoveGold. A brand created to redefine gold jewellery,
and rewrite the rules on how it is portrayed for a style-conscious generation. It's mission:
to celebrate the best that gold can be, through stories of authentic beauty and creativity.
BEANIE MAJOR, INDETAIL BLOG
CREATING A BRAND
Our first step was to create a brand identity that captures the imagination. Magpies are recognised globally for their love of beautiful objects. The pair perfectly symbolise what LoveGold stands
for: seeking, finding and sharing.
GROWING A COMMUNITY
LoveGold exists to inspire across its social channels. In one year, we've grown a huge community who are united by a passion for unusual, unexpected and beautiful gold jewellery. And it's still growing.
SHOWCASING THE UNIQUE
Our responsive website showcases the best stories. Exclusive features and interviews that include specially commissioned photo shoots and handcrafted typography. All with a look and feel, completely unique to LoveGold.