8 Sept 2004
Bangles & Bracelets(HKTDC Jewellery, Vol 02,2004)
Bangles & Bracelets
|HN Jewelry Group's pair of European-style bangles and bracelets in 9, 10 and 14K gold with diamonds are right at home at parties or special occasions|
Bangles and bracelets always seem to be in style, with an enduring appeal that lies, perhaps, in their kinetic relationship with the wearer. They slide, they dangle, they swing and sway, feeling good as well as looking good.
It's no surprise then at Top Gold Int'l Ltd, 10, 14 and 18K gold bangles and bracelets set with cubic zirconia account for 30% of the company's total jewellery production, which averages about 100kgs per month. Prices are based on weight and diamonds can be substituted for cubic zirconia.
Marketing manager Philip Kwan attributes the 10% increase in bangle and bracelet sales over the past year to the firm's use of advanced computer numeric controlled machines that can produce precise copies of each slip-on bangle model. "Each one is perfectly round and exactly the same," he says. "We also offer hinged bangles as well as movable, slip-on styles."
Another sales factor has been the company's introduction of matching eternity ring and bangle/bracelet sets. Customers can select from more than 50 designs and either one or two colours of gold (white, yellow or rose).
Designs are geared mainly to Middle Eastern tastes, the company's main market. "Our designs allow people to wear the bangles and bracelets all day and into the evening," Kwan adds.
Five kilograms is the company's minimum order requirement, with delivery from the company's 30,000-square-foot factory in Guangzhou on the Chinese mainland taking three weeks after order confirmation.
Casual, easy-to-wear designs are a hallmark of Kwong's Art Jewellery Trading Co Ltd's bangles and bracelets. "Our designs coincide with fashion trends so they are very up-to-date," says Christy Li, marketing assistant at the 21-year-old firm. "We mainly target mature women and office ladies and we use small stones to make our jewellery affordable."
Bangles and bracelets account for about 10% of the 25,000 pieces of 18K gold jewellery that the company manufactures each month in Panyu on the southern mainland.
Most pieces are set with diamonds (20 or more 3-point stones per item), although rubies and sapphires are sometimes added. The US is the company's biggest market, followed by Europe and Southeast Asia.
Bangles and bracelets sell for US$150-300 per piece FOB Hong Kong, compared with a range of US$20-1,000 for Kwong's other jewellery products.
Minimum order is three pieces per style shipped 3-4 weeks after order confirmation. Virtually all of the company's business is on an ODM basis, with a team of mainland designers producing 50-100 new styles per month.
J.B. Jewelry (HK) Ltd's Anni D'Oro collection of 18K gold jewellery, which includes bangles and bracelets, is for special occasions. "It's for the woman who's going to a ball, a wedding or a party," says president and creative director Julianna Ho.
Bracelets and bangles account for about 15% of the approximately 5,000 pieces per month J.B. produces at its Panyu factory. Launched last year, Anni D'Oro is the company's classic, higher end collection and features rose-cut diamonds as a distinctive motif.
Prices range from US$15,000-150,000 FOB Hong Kong for a 3-4 piece set. Thirty designs are currently available, with new ones added every six months. Diamond qualities are VS grade and higher.
The firm introduced a trendy, medium-range 200-piece Julia collection this month, with single pieces priced from US$200-1,000 FOB Hong Kong.
"Aimed at women between 18-40 years of age, the 18K gold line is lighter in weight and has smaller diamonds than the Anni D'Oro collection," Ho says.
A Diamond Trading Co sightholder, J. B. Jewelry is known for its European styling and strong reliance on diamonds. OEM and ODM orders each account for 40% of the business, while branded jewellery is an up-and-coming 20%.
"We hope to increase our branded share to 50%," Ho adds. Major export markets include the US, Europe, Japan, Southeast Asia and the Middle East.
At Abba Jewellery (Mfg) Ltd, sales of bangles and bracelets represent a steady 20% of the company's monthly output of nearly 4,000 pieces of fine 18K gold jewellery, according to marketing manager Mandy Ho.
"Our jewellery is set mainly with diamonds, and sometimes sapphires, and is targeted at women in their 30s," Ho says. "We offer both classic and fashion-oriented designs."
Prices for bangles and bracelets are US$100-5,000 per piece FOB Hong Kong, with the most saleable range under US$500. Minimum order is three pieces per style, delivered 2-3 weeks after order confirmation.
A popular seller is the company's 18K white gold charm bracelet set with diamonds. The 10 charms include animals, flowers, a key, a lock and letters of the alphabet. Depending on the number of charms, the bracelet costs US$200-800 FOB Hong Kong each.
Given the world's lasting appreciation for bangles and bracelets, one could argue that these Hong Kong jewellery manufacturers have charmed us all.
WRITTEN BY IVY LOOMIS
Abba Jewellery (Mfg) Ltd
Unit 8, 12/F
Conic Investment Bldg
13 Hok Yuen St
Hung Hom, Kowloon
HN Jewelry Group
Heng Ngai Jewelry Centre
4 Hok Yuen St East
Hung Hom, Kowloon
J.B. Jewelry (HK) Ltd
2 Sung Ping St
Hung Hom, Kowloon
Kwong's Art Jewellery Trading Co Ltd
Unit 14-16, 2/F, Blk A
Focal Ind Centre
21 Man Lok St
Hung Hom, Kowloon
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