We are Love Gold

IGNITING
THE DESIRE

IGNITING THE DESIRE

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.

"It's a ground-breaking digital movement for gold, aimed at engaging with a fashion-forward audience"

BEANIE MAJOR, INDETAIL BLOG

CREATING A BRAND

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.

creating a brand image

GROWING A COMMUNITY

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

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.

showcasing the unique image

LOVEGOLD.COM