The price of gold jewelry of domestic jewelry brands is not uniform, with high and low. The price of gold jewelry of various jewelry brands is raised 15% to 30% on the basis of the international gold price, plus a certain manual fee. The difference between 15% and 30% is the difference between jewelry brands. The reasons for the gap in gold jewelry are mainly reflected in the differences in positioning, styles, workmanship and consumer groups among jewelry brands.

Gold ornaments sold in gold shops are designed and processed on the basis of gold. Although the gold shop also adjusts the gold price according to the fluctuation of the international gold price, it will reasonably increase the price on the basis of the international gold price because of the cost. For different gold shop brands, because the design, style and after-sales are different, for example, some brands have fine workmanship, while others are very rough; Some brands can clean gold ornaments for free, while others just sell them without after-sales service. So the corresponding price will be different.

Larger brand gold stores are generally chain stores, which are found all over the country, and the locations of the selected stores are different. Generally, they are chosen in prime locations or high-end shopping malls. As far as the facade is concerned, the rent is different from that of ordinary stores. Moreover, the advertising fee of brand stores is also a big expense. Coupled with the salary commission for employees, the cost of all aspects of operation will be higher. Therefore, these prices will be allocated to gold jewelry.

Hong Kong's four major gold jewelry brands, Chow Tai Fook, Zhou Shengsheng, Lukfook and Golden Supreme (there is not much gold in Xie Ruilin, and Golden Supreme has gold jewelry), have basically the same price, with an increase of about 28% on the basis of the international gold price. It can be said that the gold ornaments sold by Dick are the most expensive. But these brands sell well, indicating that consumers recognize their prices, technologies and styles. These brands are positioned as fashion consumers who have requirements for the quality of gold jewelry.

The gold of big brands and ordinary jewelry stores, as long as they are regular shops and pass the national quality inspection, are pure gold, and there is no difference in gold content. Everyone looks at their own needs and chooses their favorite styles and prices.