Greater China: Jeweller taps into women's passion

"By endowing the brand with a mesmerising, religious glamour, the new TVC elevates Just Gold-Just Diamond to the status of an international brand, rather than a local jeweller."

In Hong Kong and China, the brand competes with the likes of Chow Tai Fook and Chow Sang Sang, while in Taiwan, its major competitors are Golden Life, J Code and Emperor Diamond.

Just Gold-Just Diamond brand manager William Hui said: "By positioning ourselves in China as a non-local brand, we offer customers a unique and premium brand and outstanding jewellery choices."

The pan-China jewellery market is rapidly expanding, with yearly sales in China increasing from US$12 million to $12 billion over the last 20 years. According to the Gemmological Association of China, jewellery consumption is expected to hit $24.3 billion in the next decade.

Hui added: "Throughout Greater China, we will hold firm to the philosophy and standards that we have laid down for the industry - that pure gold jewellery makes beautiful fashion accessories and, as styles change every season, gold and diamond jewellery items are no longer one-off, luxury items to purchase. They are instead ways to commemorate all important events in life."

Titled 'The road to worship', the TVC was shot in Xinjiang.

The spot opens with women in the city going about their daily chores, when they are suddenly 'summoned' by a call that takes them over highways, rivers, hills and mountains to reach 'ultimate beauty'. At the end of their journey, they achieve 'enlightenment' with Just Gold-Just Diamond.