GoldBod Jewellery Appoints Bola Ray and Joselyn Dumas as Brand Ambassadors

2 weeks ago

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Leading Ghanaian luxury jeweller GoldBod Jewellery has officially named media personality Bola Ray and award-winning actress Joselyn Dumas as its new brand ambassadors, marking a significant step in the company’s strategy to promote Ghana’s gold heritage and craftsmanship both domestically and globally.

At the unveiling ceremony held at GoldBod’s headquarters in Accra on October 28 2025, CEO Sammy Gyamfi emphasised that the appointment aligns with the brand’s vision to elevate Ghana’s position in fine jewellery. “Bola Ray and Joselyn Dumas represent excellence and authenticity, the very values that define the GoldBod brand,” he stated. “Their appointment marks a major milestone in our mission to promote local value-addition to Ghana’s gold resources.”

Under the new partnership, Bola Ray and Joselyn Dumas will lead national and international brand campaigns, engage in media outreach, and serve as public faces for GoldBod’s collections of fine gold and diamond jewellery, bespoke ornaments and luxury accessories. The company emphasised that this collaboration comes at a time when Ghana is positioning itself as a hub for gold jewellery production on the African continent.

Bola Ray, widely respected as a broadcaster, entrepreneur and influencer, brings extensive media reach and strong engagement with Ghanaian youth and professionals. His appointment signals GoldBod’s intent to appeal to younger demographics seeking luxury jewellery that reflects Ghanaian identity and craftsmanship. Joselyn Dumas, an acclaimed actress and fashion icon known for her elegance and pan-African appeal, complements this strategy by reinforcing the brand’s standing in the fashion and lifestyle sectors.

Observers note that the two ambassadors were carefully selected for their cross-sector influence, media, entertainment and fashion, which reflect the brand’s ambition to transcend traditional jewellery markets and build a lifestyle presence. The joint appointment highlights a shift in luxury branding in Ghana, where local value-added products aim to compete with international imports by leveraging prominent cultural figures.

Industry experts say this move also ties in with national economic priorities. Ghana’s jewellery and gold-value-addition sector remains under-exploited despite the country’s large gold reserves. By spotlighting local craftsmanship and Ghanaian talent, GoldBod seeks to contribute to the government’s agenda of promoting minerals value-addition, job creation and export-led growth. The CEO referenced the brand’s alignment with national policy and its support for Ghana’s ambition to become a gold-jewellery manufacturing centre in Africa.

The timing of the announcement is strategic as GoldBod prepares for an upcoming international luxury exhibition and expanded retail footprint across West Africa. The ambassadors will feature prominently in the global launch, media briefings, social campaigns, and bespoke brand-experience events. GoldBod reported that the partnerships will also incorporate public outreach to raise awareness about ethical sourcing, responsible mining and Ghana’s gold-jewellery value chain.

On social media, both Bola Ray and Joselyn Dumas expressed their enthusiasm for the collaboration. Bola Ray described the role as an opportunity to “champion Ghanaian jewellery that stands for legacy, design and premium quality.” Joselyn Dumas said she was “honoured to align with a brand that celebrates Ghanaian craftsmanship and aspires to position our industry onto the global stage.” The responses reflect how celebrity endorsements are being used in Ghana’s luxury sector to connect local products with global aspirations.

Consumers in Accra and other major centres have already noticed the brand’s campaigns increasing across digital channels, billboards and prestigious events. Analysts expect that the brand-ambassador appointments will help GoldBod increase market share in Ghana’s fast-growing luxury jewellery segment, particularly as middle-income professionals seek locally-made premium items that combine heritage with modern design.

While the agreement details, including duration, compensation and performance metrics, were not publicly disclosed, industry watchers believe the collaboration will last a minimum of two years with options to renew, contingent on campaign milestones and brand performance. By aligning with prominent Ghanaian figures, GoldBod aims to reinforce its premium positioning and build emotional resonance with both local and diaspora customers.

The collaboration is being viewed as a case study in Ghana’s evolving luxury and lifestyle market, where local brands are increasingly tapping celebrities and creativity to rival global players. For GoldBod, the appointments of Bola Ray and Joselyn Dumas represent more than a marketing exercise, they signal the brand’s ambition to position Ghana’s gold-jewellery industry at the forefront of African luxury.