Gold prices surge: Chow Tai Fook bracelets increase by 24,000 yuan, old shop gold stores sold out

A bracelet increased by 24,000 yuan! Chow Tai Fook has launched a new round of price hikes. Some of their old shop gold stores have been sold out, leaving only counters and sales staff…

A 27-gram approximate Wu Di coin gold bracelet, originally priced at 53,800 yuan, is about to rise to 71,800 yuan, an increase of 18,000 yuan in two to three months.

On February 24, Chow Tai Fook was reported to be preparing for a new round of price increases after the Spring Festival. Some stores have already received notices. The price hikes mainly focus on fixed-price products, with an expected increase of 15%-30%, and some products will see rises over 30%.

Besides Chow Tai Fook, several gold jewelry brands have adjusted or announced price increases after the New Year: Bao Lan and Lin Chao completed their hikes at the end of January and early February, respectively, and Old Shop Gold will also start its first post-New Year price adjustment in three days.

Chow Tai Fook bracelet price increased by 24,000 yuan

Unit price exceeds 3,000 yuan per gram

This round of price hikes by Chow Tai Fook mainly targets complex craftsmanship and fixed-price products that are not priced by weight.

Last year, Chow Tai Fook already increased prices three times for some fixed-price products. The last adjustment was around December 20, 2022, when some popular fixed-price gold products increased by over 30%. For example, a popular 27-gram Wu Di coin bracelet was previously priced at 38,600 yuan and was raised to 50,800 yuan, a 31.6% increase. However, according to sales staff and buyers at some stores, after this price hike, the price will reach 71,800 yuan.

In addition to the Wu Di coin bracelet, an 18-gram inheritance butterfly bracelet is currently sold on Tmall for 40,600 yuan, about 2,250 yuan per gram. According to buyers, after this round of price increases, it will be adjusted to 50,800 yuan, about 2,815 yuan per gram.

The largest increase is for the Palace Museum’s fluttering butterfly dance bracelet, weighing 28 grams, currently priced at 65,800 yuan on Tmall. After the adjustment, the price will rise to 89,800 yuan, about 3,207 yuan per gram.

Some Old Shop Gold stores sold out

Netizens: Rumored to only have counters and sales staff left

A week ago, Old Shop Gold issued a notice about price adjustments, announcing that the first price change for 2026 would start on February 28, implemented across online and offline channels simultaneously.

The Spring Festival discount activities, combined with price hike expectations, led many Old Shop Gold stores to see overnight queues for purchases before the festival. Some counters were even sold out, creating a unique scene in shopping malls. Netizens joked: “Rumored to only have counters and sales staff left…”

Before the Spring Festival, some Macau netizens witnessed a strange scene: two lines waiting outside Old Shop Gold stores—one on the right side of the door, waiting for the store to open at 10 a.m. that day (three hours before opening), and another on the left side, waiting for the next day’s 10 a.m. opening (27 hours later). “You’d think they’re giving away gold!”

Some brands have already completed their price adjustments.

The first to initiate its 26-year first round of price hikes was Lin Chao Jewelry, which completed the adjustment on February 2. The main reason was the sharp rise in international gold prices and increased labor costs. For specific products, prices per gram increased by 280 to 500 yuan. For example, the popular Long Yue Fire Scythe, which was 1,900 yuan per gram before the hike, rose to 2,380 yuan per gram afterward, an increase of 480 yuan per gram. A 65-gram Fire Scythe bracelet’s official price exceeded 150,000 yuan after the adjustment, compared to only 82,290 yuan last year—almost doubling in a year.

Another popular series, the Starry Wilderness, saw prices rise from 2,080 yuan to 2,360 yuan per gram, a 280 yuan increase; the Meng Ze Ya Le lock bag increased from 2,030 yuan to 2,530 yuan per gram, a 500 yuan increase, with a 60-gram lock bag increasing by about 30,000 yuan.

Bao Lan Gold completed its price adjustment on February 16, focusing on traditional gold bracelets, wedding series jewelry, and other core categories. For example, a pair of 30-gram gold silk palace lamp earrings, previously priced at around 68,000 yuan, increased to 78,808 yuan, a 10,000 yuan rise for the pair.

(Red Star News)