Kering Ventures, the investment arm of the Kering Group, has acquired a minority stake in Chinese jewelry brand Borland, as confirmed in a December 1 statement.

The investment targets a brand renowned for its 24-karat gold designs, which draw on imperial-era craftsmanship. It arrives as younger consumers in China increasingly turn to gold jewelry—now the country’s fastest-growing jewelry segment—using it as a means of self-expression and identity.

“A young consumer buying gold may appreciate the design, but also see the physical piece as a way to ease anxiety about an uncertain future,” notes Sun Rui, a researcher at Beijing’s Renmin University. This combination of aesthetics, cultural symbolism, and asset-like security has elevated multi-karat gold into the realm of everyday luxury.

Kering’s move coincides with the rising “Laopu effect,” which has been transforming China’s hard luxury sector over the past year. Laopu, another Chinese 24-karat gold brand founded in 2009, reported revenues exceeding RMB 12 billion ($1.7 billion) in the first half of 2025 and saw its stock surge 2,300% since its Hong Kong Stock Exchange debut in June 2024.

By taking an early stake in Borland, Kering signals that Chinese gold houses are no longer peripheral players but are actively redefining where luxury value originates. The investment also aligns with Kering’s broader strategic reset in China. Last month at the China International Import Expo (CIIE), the group announced a strategic alliance with Shanghai Fashion Week to support local designers, marking a shift from market extraction to cultural engagement.

Under new CEO Luca de Meo, Kering has been working to rebuild its momentum in China. A bet on Borland strengthens the group’s ties to the country’s cultural economy at a pivotal moment.

Frequently Asked Questions
Of course Here is a list of FAQs about Kerings investment in Borland framed in a natural conversational tone

Beginner General Questions

1 What is this news about I heard Kering and Chinas gold market
This is about the French luxury group Kering making a strategic investment in a Chinese company called Borland Borland is a major player in Chinas booming market for highend gold and silver jewelry

2 Who is Borland and why would Kering invest in them
Borland is a leading Chinese jewelry group that designs and sells premium gold silver and gemstone jewelry primarily under its Bao Li Xiang brand Kering invested because Chinas market for heritage gold and fine jewelry is growing fast and Borland gives Kering direct access to this lucrative segment and its wealthy customer base

3 What does capitalizing on Chinas gold boom mean
It means Kering is strategically positioning itself to profit from a major trend in China consumers especially younger ones are increasingly buying highquality designfocused gold jewelry not just as a store of value but as fashionable luxury items Its a booming market and Kering wants a piece of it

4 Is Kering buying Borland
No not a full acquisition This is a minority investment Kering has purchased a significant but noncontrolling stake in Borland Think of it as a powerful partnership and a strategic foothold rather than a takeover

Strategic Advanced Questions

5 Why is this a smart move for Kering
Its smart for a few key reasons
Diversification It reduces Kerings heavy reliance on Western fashion brands and taps into the resilient jewelry category
China Expertise Borland has deep local knowledge supply chains and store networks that Kering can learn from and potentially leverage for its own brands
Synergy Kerings expertise in global marketing branding and luxury management could help elevate Borlands international appeal

6 What does Borland get out of this deal
Borland gains a prestigious international partner They get access to Kerings global luxury expertise potential for brand elevation and opportunities for operational and technological collaboration It validates their position as a