Gold: Behind the LoveGold Jewelry Campaign

LoveGold Rush

If you’ve noticed a steady stream of gorgeous gold jewels flooding social media, you’ve likely (perhaps unwittingly) discovered LoveGold, a consumer-­facing initiative from the World Gold Council. is spearheaded by Sally Morrison, WGC’s managing director, jewelry. The site is designed “to talk to consumers about gold category directly,” she says. “The LoveGold brand is a showcase of beautiful jewelry from big brands to almost unknown designers who are interested in high-­quality craftsmanship. LoveGold is a destination to have a conversation about those beautiful things.”

The website officially debuted at the end of March. In May, LoveGold live-streamed a broadcast of former French Vogue editrix Carine Roitfeld participating in a gold fashion show for the 2013 amfAR gala at the Cannes Film Festival. Supermodel Karlie Kloss also walked the runway in a karat gold Indian bridal necklace worn as a headdress. The content was shared by LoveGold fans, and, says Morrison, “the whole activity and conversation grew our community, and most important, consumers engaged.”

Engagement, according to Morrison, is very much the point. On LoveGold’s website during the fourth quarter, visitors were encouraged to choose their favorite pieces from a series of gold jewelry images and then share them on Twitter and Facebook for a chance to win a piece of jewelry.

Currently, LoveGold boasts some 250,000 followers across Facebook, Instagram, and Twitter.

“Consumers are interested in the content…and the conversation is resonating with them,” says Morrison. “That audience wants to play.”

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