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Stylish Statements(HKTDC Enterprise, Vol 01,2008)

Fashion Jewellery & Accessories

 

Photo
A highlight from the fashion jewellery line offered by Angelina Gift & Premium Co is an unusual blue epoxy resin necklace with matching bracelet

Also known as costume jewellery or imitation jewellery, fashion jewellery and accessories frequently stand at the very height of demand

Trendy styles are combined with unusual materials - such as wood, leather or acrylic - sterling silver or even semiprecious gemstones to create novel and inexpensive fashion jewellery and accessories - all available in dazzling variety from Hong Kong manufacturers.

One such company is Angelina Gift & Premium Co, an OEM-cum-ODM that stays on top of the latest fashion trends by keeping an eye on fashion shows and magazine articles.

Among the firm's biggest ODM sellers is a blue epoxy resin necklace and bracelet set with floral-shaped pieces threaded onto a waxed cotton string. "Blue is a very young-looking colour, but we can do any colour the customer wants," says Marketing Executive Malinda Ng, adding that the set sells for US$1.80 FOB Hong Kong.

The firm uses a range of materials, including tin-lead alloy, epoxy resin, wood and acrylic beads. "Modern, casual styles aimed at 25- to 40-year-olds also often feature popular antique finishes," Ms Ng advises. "Occasionally, we may incorporate natural gemstones as accents."

With more than two decades of experience in making fashion jewellery, Angelina Gift counts good designs and competitive pricing as factors in its success.

Premiums account for more than 80% of business. "For example, cosmetics companies will give away an item of our jewellery to customers if they spend a certain amount," explains Ms Ng, listing Germany, France and Australia as the firm's major markets.

In Germany, the UK and the US, a new line of 15-20 fashion bangles from Cartas Ltd is catching on fast. The alloy cuff bangles - plated with silver or brass - feature hand-affixed cubic zirconia (CZ) and semiprecious stones such as onyx or moonstones.

"The bracelets look expensive and unique, and they can be worn with casual or party clothes," says Marketing Manager Celine Leung, quoting unit prices of US$8-9 FOB Hong Kong. "They're doing very well."

Overall, bangles represent about 40% of the OEM/ODM firm's jewellery production. "If customers would like to match the bangles with other jewellery such as rings or brooches, we can accommodate them," Ms Leung advises.

She reveals that new additions to the bangles' line feature a more colourful mix of stones as well as designs that appeal to more mature women. "If the daughter is wearing our current bangles, maybe the mother will like bangles with tiger's eye, for example," Ms Leung explains.

Besides alloy, Cartas produces a full range of jewellery using a variety of other materials, including stainless steel, leather, plastic and resin. With fashionable bangle watches also included in its creations, the company is planning to expand its markets to Russia and the Middle East.

For emphatic effects, Kitty's Collection Ltd offers bold American-style jewellery made from materials such as sterling silver, stainless steel, enamel, brass and zinc alloy, accented with a variety of semiprecious stones, CZ and rhinestones. "Zinc alloy is our best-selling line because of its lower price," says Ada Wong, Assistant to the Director.

The company's sterling silver bracelet with a dangling bright red enamel heart is a year-round favourite, while a metallic circle-themed necklace with contrasting yellow gold plating and black nickel-free plating takes a modern geometric approach.

For a more unconventional feel, a necklace made of waxed PU and brass offers a striking casual look. "The market wants more PU and chunkier, more casual styles," explains Ms Wong.

The OEM/ODM firm designs its youthfully-styled medium-to-high-end jewellery for 15-30-year-olds. The lines sell primarily in department stores and boutiques.

Premiums account for about 20% of the overall business of Kitty's Collection, which exports mainly to the US and Germany. "We would like to further branch out in Europe," Ms Wong adds.

Meanwhile, leather bangles decorated with semiprecious stones such as rose quartz, aventurine, tiger's eye quartz, amethyst and rock crystal are hot items at Advance Jewel Int'l Co Ltd.

Introduced recently, the leather jewellery collection grew out of the company's line of pet collars and accessories. "People liked the collars and suggested the jewellery idea," says Manager Sandy Chau.

Dyed or in natural colours, the leather also features decorative accents such as studs or contrasting stitching. Green, red, white and brown are the colours most in demand. A full line of leather jewellery is available, along with matched sets.

"Leather is very comfortable to wear and because the jewellery is set with semiprecious stones, it has value," Ms Chau notes, adding that the leather jewellery is created by a designer in San Francisco. Plain leather items may also be ordered.

Of the two million pieces of imitation jewellery that the OEM/ODM enterprise manufactures per month, leather jewellery accounts for about 10% of total production. "We export worldwide but the US and Europe are our largest markets, while we are also looking at Russia as an up-and-coming market," Ms Chau says.

With their window-on-the-world view, Hong Kong companies take pride in spotting the latest international fashion trends and their fashion-oriented jewellery is sought after by shoppers the world over.

FAST FACTS

Advance Jewel Int'l Co Ltd
Flats I-J, 2/F
Wing Lee Bldg
33 Kimberley Rd
Tsim Sha Tsui, Kowloon
Hong Kong
Tel: 852-2311-2311
Fax: 852-2368-5764
Email:
info@advancejewel.com
Web: www.advancejewel.com
Year Established: 1984
Major Product Categories: imitation jewellery
Brands & Certificates: -
Minimum Order: 240 pieces
Monthly Production Capacity: 400,000 pieces
Delivery Time: 2 months
Factory Size & Location: Dongguan
Workforce: 500
   
Angelina Gift & Premium Co
Rm 1205, Tower A
Regent Centre
63 Wo Yi Hop Rd
Kwai Chung, New Territories
Hong Kong
Tel: 852-2541-2523
Fax: 852-2541-9146
Email:
afa@angelina-fashion.com.hk
Web: www.angelina-fashion.com.hk
Year Established: 1980
Major Product Categories: jewellery, sundry, Indian items, beach items
Brands & Certificates: -
Minimum Order: 500 pieces
Monthly Production Capacity: -
Delivery Time: 40 days
Factory Size & Location: Guangzhou
Workforce: 500
   
Cartas Ltd
Suite 1303
Hart Avenue Plaza
5-9 Hart Avenue
Tsim Sha Tsui, Kowloon
Hong Kong
Tel: 852-2366-2767
Fax: 852-2366-2780
Email:
info@cartas.com.hk
Web: www.cartas.com.hk
Year Established: 2006
Major Product Categories: jewellery doll holders, fashion jewellery, jewellery packaging
Brands & Certificates: -
Minimum Order: -
Monthly Production Capacity: -
Delivery Time: 45 days
Factory Size & Location: -
Workforce: -
   
Fashion Image Imitation Jewelry Ltd
Rm 2624A
Well Fung Ind Centre
68 Ta Chuen Ping St
Kwai Chung, New Territories
Hong Kong
Tel: 852-2111-0072
Fax: 852-2117-4127
Email:
info@fashionimagehk.com
Web: www.fashionimagehk.com
Year Established: 2005
Major Product Categories: jewellery (eg necklace, bracelet), promotion gifts
Brands & Certificates: -
Minimum Order: 100 dozen per design
Monthly Production Capacity: -
Delivery Time: 45-60 days
Factory Size & Location: 500 square metres; Guangzhou
Workforce: -
   
Kitty's Collection Ltd
Suite B, 7/F
Rite Plaza
122 Austin Rd
Tsim Sha Tsui, Kowloon
Hong Kong
Tel: 852-2609-0657
Fax: 852-2607-1316
Email:
kittycol@hutchcity.com
Web: www.kittycol.com
Year Established: 1986
Major Product Categories: 925 sterling silver, fashion jewellery and accessories
Brands & Certificates: -
Minimum Order: 30 pieces per style
Monthly Production Capacity: 400,000 pieces
Delivery Time: 4 weeks
Factory Size & Location: -
Workforce: 150 plus
   
Winning Jewellery (HK) Co Ltd
Rm 3B
Prat Commercial Bldg
17-19 Prat Ave
Tsim Sha Tsui, Kowloon
Hong Kong
Tel: 852-2566-5540
Fax: 852-2806-8406
Email:
winjew@netvigator.com
Web: www.winjew.com.hk
Year Established: 1970
Major Product Categories: 925 sterling silver, 9K/14K/18K yellow or white gold findings
Brands & Certificates: -
Minimum Order: -
Monthly Production Capacity: -
Delivery Time: 10-30 day
Factory Size & Location: -
Workforce: 300