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No longer granny gold: More young people going for gold jewellery

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Second-generation director Eunice Lim, 66, and third generation director Charlene Chng, 42, of Poh Heng, inside their store in Parkway Parade on Aug 14, 2025.

Gold jewellery's got a dusty reputation but younger buyers are taking it up. Story delves into the market trend that's manifesting at all price levels. Heritage brands are keeping up too.

(ST PHOTO: LIM YAOHUI)

Poh Heng directors Eunice Lim (left) and Charlene Chng at its Parkway Parade store.

ST PHOTO: LIM YAOHUI

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SINGAPORE – She used to think gold jewellery was old-fashioned, too yellow and culturally loaded for casual wear.

But in July, 25-year-old Phoebe Lye walked into one of Chinese jewellery giant Chow Tai Fook’s Singapore stores and bought two 999 gold charms ($190 each). That is the purest grade of the precious metal, unblunted and ingot-like in hue.

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