Following the appointments of Bola Ray and Joselyn Dumas as brand ambassadors for GoldBod Jewellery, a subsidiary of the Ghana Gold Board, social media has been buzzing, with many questioning the need for such roles in a state-linked entity.
GoldBod Jewellery announced the two creative personalities as its new faces in a bid to promote Ghana’s gold heritage and showcase the craftsmanship in jewellery production.
According to the institution, the move is part of an effort to project Ghanaian artistry and ethical gold sourcing to the global market.
I can fill up Heaven if I am to perform there – D Cryme
At the unveiling ceremony held at the company’s head office on October 28, 2025, the Chief Executive Officer of GoldBod Jewellery, Sammy Gyamfi, described the partnership as a “landmark initiative aimed at projecting Ghanaian innovation and craftsmanship in jewellery design for both domestic and international markets.”
However, many Ghanaians on social media are questioning the logic behind the decision.
One X user asked, “Why does a regulator need Brand Ambassadors? What ‘Brand’ are they marketing?”
Another user linked the appointment to the broader issue of government size and efficiency, writing, “This is why narratives of a lean government, if made too formalistic about the number of ministers and deputies appointed, overlook the broader perspective.”
The same user continued, “If we intend reducing the size of government for a more effective system of governance without duplicate or needless roles, it needs to be reflected in the government’s overall policy. If you appoint 18 ministers yet staff state agencies with 600 employees, we’ve not progressed. It is the same problem being replicated in a different way.”
Others questioned the relevance of Bola Ray and Joselyn Dumas’s roles, arguing that such appointments seem unnecessary.
“What will they be doing as brand ambassadors? Very needless appointment,” another user commented.
What will they be doing as brand ambassadors? Very needless appointment https://t.co/6GY4UL9PJn
— Esi Cato (@peggsssss) October 28, 2025
This is why narratives of a lean government, if made too formalistic about the number of ministers and deputies appointed, overlook the broader perspective.
If we intend reducing the size of government for a more effective system of governance without duplicate or needless… https://t.co/1toFGXBJka
— Timothy Selikem Donkor (@DonkorST) October 28, 2025
Why does a regulator need Brand Ambassadors? What “Brand” are they marketing? https://t.co/9sGupffwuO
— Twumasi (@TwumTweets) October 28, 2025
Nah I have to ask again. For what exactly? https://t.co/y662y1HvrQ
— Ahmed Faaid 🇨🇦🇬🇭 (@Mr_AMed) October 29, 2025
In 2024, I really struggled to think of how the NDC could start to lose the trust and goodwill of Ghanaians. The signs are beginning to show… https://t.co/w6bZNjgoP3
— Otinkran (@mrpatriq) October 28, 2025
What’s the essence of a regulatory agency having brand ambassadors?
What are they actively promoting? You guys are moving the NPP way and it ain’t funny! https://t.co/XHdqJlrhmf— BahdassGee (@theGOKuff) October 28, 2025
At how much and what will be their SoW as ambassadors?? https://t.co/3DKwPEEW8w
— Kofi Cephas (@youngcephas) October 28, 2025
Anyway possible Jocelyn Dumas should have an “appointment”.
Her godfather must be very connected. https://t.co/bkeZ8KcK17
— Sewing Machine 🇬🇭 🇳🇬 (@BTLizle) October 28, 2025
Jobs for boys and girls https://t.co/FInc9hdb9Z
— Nana K (@nanaw3na) October 29, 2025
Do we need an ambassador or a promoter to buy and sell “GOLD”. This is a low blow to the Ghanaian populace who has put so much faith in this government. Some of these moves, directives and calls gradually dwindles that faith….. keep trending on this path
— OHENE GYAN (@aamosgyan) October 28, 2025
AK/AE
