(COURTESY OF ANGLOGOLD ASHANTI)

Design is priceless

Over the years goldsmiths have neglected design innovation. They thought there was no need to be up-to-date, since jewelry was made of precious metal and gold. But the market is no longer about precious metals but a matter of design, sales pitch, and fresh ideas on brand promotion.

"The price of raw materials is fixed, but excellent design is priceless," says Cheng from WGC. "Design is a value-adding element to jewelry."

"China is a country with a reputation for copying, but from these Chinese applicants' designs, I see the designers' talent," commented Mark Pool, AngloGold Ashanti's Marketing Manager and long-time judge.

One Chinese judge also feels the event is a fabulous platform to showcase designers' talent. Ren Jin, Deputy Secretary General of Gems & Jewellery Trade Association of China, says, "AuDITIONS is of vital strategic importance to the global gold industry. It's an opportunity for Chinese designers to catch the world trend and broaden their vision."

AngloGold Ashanti is one of the world's largest gold producers, with 21 operations on four continents and a number of explorations programs in both the established and new gold-producing regions. It has over 60,000 employees, with its annual output exceeding 6 million ounces. AngloGold Ashanti is listed on the stock markets of Johannesburg, New York, London and Australia. Its office in Beijing was established in 2004.