Low-key marketing campaign for Jewel project in Surfers Paradise on Gold Coast

The marketing for Jewel is unlike the unmissable trio of towers on Surfers Paradise skyline.

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JEWEL’S three glimmering towers on the Surfers Paradise skyline are very hard to miss – unlike if you’re looking for marketing of the luxury units.

Buyers could be forgiven for thinking the apartments – which in 2018 were priced at $2.575m for the two-bedder – were not on the market at all.

Apart from the web portal jewelgc.com, there are few listings at all to be found.

The Bulletin inquired after one listed by Coronis but was told by the agency that “we do not have that listing at the moment”.

Jewel on the Gold Coast. Picture Glenn Hampson

Meanwhile the Jewel project is still without a sales showroom – referred to as an ‘experience centre’ – with the website listing it as “coming soon”.

It comes after the Bulletin revealed on Saturday that six years after its glittering VIP sales launch in Surfers Paradise, 12 units totalling $20 million have settled in the $1.4 billion project – out of 500-plus units.

A project marketing insider said the lack of marketing was puzzling.

“I would have thought in the current market they would be out there selling these apartments,” he said.

“These times do not last forever. That’s the biggest issue in the market, the availability of stock.

“They could put them on the market and sell them hand over fist.”

Surfers Paradise and Broadbeach are going through a shortage of stock in the unit market, according to Herron Todd White.

Roland Evans, of Canford Estate Agents, helped to negotiate the deal when China’s richest man Wang Jianlin, bought into the project in 2014.

Mr Evans said the lack of marketing was a deliberate strategy to not push sales until the three towers are finished.

“The plan has always been to commence the marketing on a full scale for tower one and maybe three once the hotel (in tower two) was finished.

“They want the whole thing finished before marketing is commenced.”

He said that may be months away with hotel operator Langham not due to take over tower two until the fourth quarter of this year.

Gold coast Supertowers Jewel. Picture Glenn Hampson

The three glimmering towers on the Surfers Paradise skyline are very hard to miss – unlike if you’re looking for marketing of the luxury units. Picture Glenn Hampson

“There’s a shortage of building materials so it may take a bit longer.”

However, Mr Evans said the owner – AW Holdings – was under no financial pressure to push for sales.

“They do not need to worry much about selling the property.”

Jewel’s towers measure 36, 43 and 49 storeys with a 169-room hotel and 521 separate apartments. Prices have ranged from $4 million for three-bedroom units to entry prices from $675,000 to $799,000.

The latest version of Jewel – which has gone through a number of ownership changes – is owned by AW Holding Group.

It is majority held by China-born Sydneysider Bo Zhang. Other owners include 39-year-old Auckland resident Weimin Wang and 30-year-old Jieqiong Wang, who has an address in Shenzen.

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