14 March 2007
Building Brands(HKTDC Jewellery, Vol 01,2007)
Aaron Shum Jewelry Ltd
|Aaron Shum Jewelry Ltd's numerous brands are synonymous with quality, style and taste|
Launching its own brand is second nature to Aaron Shum Jewelry Ltd, which has introduced more than 10 of its own labels since its establishment in 1985.
"Brand development has been our core business strategy since 2000," notes brand manager Nairee Leung. "In fact, it was our boss' wish to launch high-quality fine jewellery brands when he first set up the company."
Aaron Shum Jewelry's branding strategy has proved to be the right approach as its various brands, all of which flaunt individual style and taste, are adored around the globe. "Our markets are now worldwide, with major sales outlets in Europe, the Middle East, the US and Japan," Leung explains.
Europe, where Aaron Shum Jewelry works mostly with chain stores that buy in big quantities, makes up nearly 60% of the company's annual sales turnover. "We deal mainly with distributors and importers in other markets," Leung adds.
She says that the company's jewellery is "affordable luxury" that uses the best-quality Tahitian pearls, diamonds and coloured gems sourced worldwide to achieve the desired colour scheme.
"I think Hong Kong jewellery is well-known for its competitive pricing, and we have different price positions for various brands," Leung reveals. "There are masterpieces in each brand which are more expensive, as well as general items with very attractive price tags."
The Gemtique collection that was Aaron Shum Jewelry's first brand name has been particularly well-received in the Middle East and Italy.
"Crafted from Signity gemstones and other sparkling diamonds, rhodolite, blue topaz, citrine, peridot and amethyst, and set in 18K white, rose and yellow gold, this collection often features motifs borrowed from Mother Nature," Leung explains.
Another noteworthy collection is Aaron Shum Jewelry's Coronet Solitaire design, which has been patented worldwide. "This design features six skilfully and invisibly amalgamated diamonds with an elevated centrepiece forming the table for the cluster, which is 100% visible with no prongs and thus creates a solitaire effect," Leung elaborates.
She reveals that this state-of-the-art technique portrays the extraordinary brilliance of the finely-crafted diamonds, allowing the wearer to enjoy the pleasure of a carat-sized diamond at less than 10% of its price.
"Icestrella is another innovative series, and this brand is more fun, modern and sexy than the others," Leung enthuses, adding that this line employs a revolutionary 'frozen setting' in which diamonds are set in polycarbonate - a totally transparent material widely used for bullet-proof glass fabrication.
"The setting allows a dynamic interplay of light from the diamonds while permitting light flow, making the jewellery a unique and perfect complement to any colour it is worn with," she insists.
"The diamonds set on the transparent surface are virtually imperishable, and, being 100% visible without prongs or channel, they are amplified to produce the most brilliant sparkle."
La Posy, the newest brand from Aaron Shum Jewelry, was launched in 2006 and has received encouraging feedback from all markets.
The playful collection was inspired by the beauty of Spring, and features gems with a plethora of semiprecious stones such as turquoise, mother-of-pearl, agate and natural gemstones carved in feminine floral shapes.
Leung attributes the success of these brands to the company's 25-strong design team which, besides creating Aaron Shum Jewelry's collections, also works with individual buyers to design their own exclusive lines.
"Our designers travel the world to keep abreast of global trends and think out of the box to incorporate prevailing elements that meet the requirements of our different brands and buyers," she claims.
Leung adds that the distinctive workmanship of the company's 600 workers should not be overlooked. "Our 150,000-square-foot factory in Guangdong Province on the mainland is equipped with very advanced machinery that crafts our jewellery perfectly," Leung concludes.
Steady expansion over the past two decades and a 23% leap in annual turnover in 2006 ensures Aaron Shum Jewelry is set to stay on course and outshine the competition with more dazzling brands.
WRITTEN BY WINNIE HUI
Aaron Shum Jewelry Ltd