OREANDA-NEWS The federal jewelry chain 585 Zolotoy is completing the first stage of transformation aimed at updating its positioning and increasing its focus on a younger audience, with investments in the rebranding project exceeding 1 billion rubles, the company's press service reports.

The network has changed its visual identity, modernized the format of retail outlets and strengthened its digital direction. Now the basis of the visual style is a white-red-gold palette.

As part of the project, the company has already opened 95 stores in the new format. By the end of 2025, the chain plans to relaunch 150 more outlets in an updated style.