State-run pawnshop Pegadaian has inaugurated its 43rd outlet of The Gade Coffee and Gold, located within the Coordinating Ministry for Investment Affairs. The launch was officiated by Investment Minister Luhut Binsar Pandjaitan and Pegadaian’s President Director Damar Latri Setiawan.
The Gade Coffee and Gold outlet offers patrons a unique experience that combines the enjoyment of traditional Indonesian coffee with investment opportunities, particularly in gold. This initiative represents a collaboration between Pegadaian and the ministry aimed at enhancing financial inclusion in the community.
“This is our 43rd branch, and we are proud to synergize with the Coordinating Ministry for Investment Affairs. Through The Gade Coffee & Gold, we aim to introduce Pegadaian products and facilitate access to investment trends that are closely linked to gold,” said Damar.
The outlet is a result of a partnership between two Pegadaian subsidiaries: PT Pesonna Indonesia Jasa (PIJ), which operates the coffee shops, and PT Pegadaian Dua Empat (Gallery 24), which specializes in gold products, including jewelry and gold bars. Customers can enjoy a cup of The Gade’s signature coffee while exploring gold purchasing options.
The Gade Coffee and Gold has gained popularity among coffee enthusiasts across Indonesia, boasting a network that extends from Labuan Bajo to Aceh. The brand has also made its mark at various national and international events, including the G20 Summit, the 10th World Water Forum, and the Indonesian Independence Day celebration at the State Palace.
Eka Febriansyah, Pegadaian’s Director of Network, Operations, and Sales, explained that the creation of The Gade Coffee and Gold was part of an effort to enhance Pegadaian’s public image, particularly among younger demographics who may have previously been hesitant to engage with the brand.
“Historically, younger generations, especially millennials, have had reservations about visiting Pegadaian. Now, they can enjoy coffee while buying or saving gold,” Eka noted.
With offerings such as the Van Leening coffee—named after the original title of Pegadaian during the Dutch colonial era—The Gade Coffee and Gold aims to bridge modern lifestyle choices with accessible gold investment opportunities.
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