Cus­tom-made prod­ucts with dis­tinct de­signs are rolled out for every oc­ca­sion

China Daily (USA) - - BUSINESS - By WANG YING in Shang­hai

Li Yut­ing was ea­gerly look­ing for a di­a­mond ring to cel­e­brate her 10th wed­ding an­niver­sary.

“I wanted a 2-carat one with a unique de­sign,” said the 32-year-old house­wife, who lives in Shang­hai and has a 4-year-old child.

Even though Li still buys blue chip jew­elry brands, she tends to go for cus­tom-made items now.

They must be orig­i­nal with unique sell­ing points, such as Chi­nese char­ac­ters en­graved on, or in, them.

“I started to go for re­tail­ers which of­fered jew­elry with de­signs ac­cord­ing to cus­tomers’ needs,” Li said.

“The feel­ing of find­ing the right ac­ces­sories for a dress among my col­lec­tion gives me plea­sure,” she added.

Li has items pur­chased from Chow Tai Fook, Tif­fany and Bul­gari, but more than 80 per­cent of her col­lec­tion is cus­tom-made.

“I like my jew­elry unique,” she said.

Li is not alone in this re­spect. The de­mand for high qual­ity ac­ces­sories with dis­tinct de­signs is in con­flict with the stereo­type of­fer­ings of old-fash­ioned jew­elry brands.

This in turn has gen­er­ated lav­ish spend­ing on lux­ury ac­ces­sories by Chi­nese cus­tomers dur­ing their trips abroad. to be

Throw in watches and this ac­counts for 40 per­cent of their to­tal over­seas out­lay, ac­cord­ing to Li Jun, founder and chair­man of One Jew­elry in Shang­hai.

“Peo­ple are now try­ing to ex­press their in­di­vid­u­al­ity, so brands should think how to make a prod­uct fit their life­style with high prod­uct qual­ity and at­ten­tion to de­tail,” said Ben Caven­der, prin­ci­pal at China Mar­ket Re­search Group, a data in­for­ma­tion com­pany.

“This is cre­at­ing op­por­tu­ni­ties for niche brands and ac­ces­sory mak­ers to stand out. Ma­jor brands are not go­ing any­where, but they do have to ra­tio­nal­ize prod­uct de­signs and cat­e­gories more to en­sure they are get­ting the right prod­ucts to con­sumers quickly,” he added.

House­wife Li would agree with that as­sess­ment, even though some of her jew­elry pieces are not ex­pen­sive but are unique.

In­deed, de­mand is evolv­ing quickly as the fo­cus shifts from di­a­monds or gold to a wider choice of me­tals and pre­cious stones with the right de­sign.

“Our brand aims to de­liver a con­cept that fash­ion is a form of ex­pres­sion of who they are,” said Thu Dieu Ainsworth, chief ex­ec­u­tive of­fi­cer of X Jew­ellery, a la­bel which orig­i­nated in Den­mark, and al­lows cus­tomers to make their own bracelets.

XIN­HUA

A crafts­man dis­cusses de­sign ideas with Wang Yang (right), founder of Bei­jing-based Hera Mo­ment jew­elry com­pany.

LIU JUNFENG / FOR CHINA DAILY

Shop­pers look at gold ac­ces­sories in a jew­elry shop in Yichang, Cen­tral China’s Hubei prov­ince.

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