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Diversity Key To Growth(HKTDC Enterprise, Vol 09,2003)

Vol 9, 2003

Company Profiles

A Household Success Story
Anex Electrical Co Ltd

Diversity Key To Growth
Shell Juli (HK) Co Ltd

Diversity Key To Growth

Shell Juli (HK) Co Ltd

Demand for natural-looking jewellery, such as these items from Shell Juli (HK) Co Ltd, is increasing in all markets

For Shell Juli (HK) Co Ltd, established in 1991 by Bonghyun Chong, growth - and resulting success - has been rapid. Originally occupying a very small office accommodating just six staff, the company now boasts much larger premises serviced by 14 employees and operates two factories on the Chinese mainland.

"When the company first started, we concentrated on the production of paua shell bracelets, which comprised a metal casting with natural shells," states general manager Florence Harm.

Harm says that Shell Juli still specialises in the production of various kinds of shell jewellery as well as natural shell and "mood" jewellery. "In recent years, our products have become increasingly popular in keeping with a global trend for natural materials and appearance," she says.

The US was the first major market. "The US is expected to remain the mainstay for more fashionable items of shell jewellery as American consumers are generally more relaxed and somewhat more modern in their attitude to designs, which is reflected in the type of fashion jewellery they prefer," says Harm.

Following the success of its products in the US market, the company then looked to gain additional exposure in Europe. "Today, our products penetrate almost every European country," she says. "Europe will continue as our target market for higher quality jewellery as consumers there have more conservative and traditional tastes."

Production facilities have also greatly expanded, with two factories on the mainland. "One factory in Shenzhen occupies 6,000 square metres and employs 350 workers, while a second factory in Qingdao occupies 30,000 square metres and has a workforce of 2,000," she says.

With increasing competition, Shell Juli's business strategy for the future incorporates the foundations for success in any business: customer satisfaction, high quality products, punctual deliveries and timely follow-up from company representatives.

"We have more than 10,000 different shell jewellery designs to offer buyers. These cover bracelets, necklaces, earrings, brooches, tie clips and many more skilfully made items. We also welcome customers' designs," says Harm. "By adopting new technology such as laser engraving and laser marking, plus our extensive experience, we are able to meet all customers' demands."

Harm sees the main challenges for the future being the maintenance of competitive prices in the face of increasing prices for raw shells. "To overcome this challenge, and to guarantee continued company growth, we will try to incorporate cost-reducing measures by restructuring the management of our factories. On the other hand, we will strengthen services to our customers to ensure our lines remain their first choice."

Undoubtedly, the future of Shell Juli is in good hands and their shells will continue to sell well all around the world.


Shell Juli (HK) Co Ltd

Rm 606, Tower 1, Harbour Centre,
1 Hok Cheung St, Hung Hom,
Kowloon, Hong Kong
Tel: 852-2954-9833
Fax: 852-2954-9369
Email: sj@shelljuli.com
Web: www.shelljuli.com

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