4 Jan 2005
Fashion Jewellery(HKTDC Enterprise, Vol 01,2005)
Putting On The Glitz
Manufacturers such as Eva Bella Development Co Ltd typify Hong Kong's commitment to cutting edge quality, having begun producing all kinds of fashion jewellery and accessories in 1991.
"Fashion jewellery never goes out of style because it gives women a different look every day, allowing them to update their outfits inexpensively," explains director Isabella Chan.
Eva Bella's bright, colourful fashion jewellery is manufactured at a 10,000-square-foot, 200-worker factory in Guangzhou on the Chinese mainland, where 200 workers meld metal, plastic and semiprecious stones into eye-catching creations.
"Our most popular items are necklaces, earrings and brooches in zinc alloy and brass," Chan reveals, adding that turquoise, coral stones and ethnic and vintage styles currently attract many buyers. "Inspiration from nature such as flowers and butterflies are big in Europe and the US."
FOB Hong Kong unit prices range from US$0.40-2.00, and an average of US$4-20 per dozen for minimum quantities of 20-50 dozen delivered 45 days after order confirmation. "Europe is our major market, taking 40% while the US takes 35% and Australia, Japan and South America the rest," Chan adds.
Just as prolific is Artist Empire Int'l Group, which began manufacturing fine jewellery in 1980 and diversified into the fashion jewellery sector eight years later.
"We use sterling silver, pearls, Swarovski crystals, semiprecious and synthetic stones in our fashion jewellery," explains marketing executive Sandy Wong. "Our most popular products are set pieces featuring glass, crystal, freshwater pearls or epoxy resin."
Subtly elegant jewellery such as 925 sterling silver set with freshwater pearls or rose quartz are manufactured at Artist Empire's 450,000-square-foot, 5,000-worker factory in Guangdong Province.
FOB Hong Kong unit prices for minimum orders of 120 pieces per style and 60 pieces per style of sterling silver jewellery are available on request, with delivery 4-6 weeks after order confirmation. "Our main markets are the US and European countries such as the UK, Italy, Germany, France and Spain in addition to Japan," Wong says.
According to marketing manager Henry Tsang, Europe is also the main market for Angelina Fashion Accessories Ltd. The firm also exports to the US, Japan and Mexico.
"We cater for the 12-18 years group - who form a big market - and the 20-30 year olds," Tsang says. "Fashion jewellery makes up 80% of our sales, and we also produce gift bags and textile merchandise."
The 26-year-old company sources casting alloy, stones and other materials from the mainland, and crystal stones from the Czech Republic and Austria, that it renders into trendy fashion pieces. These are produced at an associate factory in Guangdong Province that manufactures approximately 500,000 pieces of 30-50 different items per month.
Minimum orders range from 360 pieces for existing items delivered within 3-6 weeks, although Tsang notes that special arrangements are made for orders of 500,000-1,000,000 pieces. "We also require a minimum order of 1,000 units for tailor-made pieces,"he adds.
FOB Hong Kong prices range from US$0.50 for single items to US$3.00 for a set consisting of a necklace, bracelet and ring. "We also have higher-priced silver items at US$10 each, and stainless steel jewellery at US$7.50 per piece. Both items are currently exported only to the US," Tsang explains.
He says Angelina Fashion's most popular item is a set of jewellery comprising a snake chain and a simple pendant with one or two set stones, and a matching ring and earrings. "The set is packed in an attractive velvet box and sells for US$0.80 FOB Hong Kong for large orders," Tsang adds.
Popular items from Gee Lee Metal And Plastic Mfy Ltd include zinc alloy jewellery sets of matching necklace and earrings, says senior marketing manager Ida Tang. "Styles vary, but large necklaces with crystal stones are popular in Europe," she adds.
Gee Lee combines zinc alloy and plastics into an array of finger rings, brooches, bangles, bracelets, necklaces and earrings, as well as accessories and premium items, at its 1,200-worker factory in Guangzhou on the southern mainland.
The 22-year-old company takes 45 days to deliver minimum orders of 10 dozen pieces per item per colour, which range in FOB Hong Kong prices from around US$20 per dozen for zinc alloy jewellery set without stones to approximately US$33 per dozen for jewellery set with an average number of stones.
Tang says Gee Lee exports worldwide, with Europe taking 60%, the US 30% and the Middle East 10%.
"Business is stable but the fashion jewellery sector is always popular because people want to change their accessories to match the latest fashions," she explains. "Fashion jewellery matches the colours and styles of clothes and as imitation pieces are much cheaper than precious jewellery there will always be a market for it."
In the heart of the fashion industry, Hong Kong manufacturers keep abreast of rapidly changing fashions, offering markets worldwide quality, inexpensive imitation jewellery pieces to match any style, season or budget.
WRITTEN BY SANDRA JENNER
Angelina Fashion Accessories Ltd
Artist Empire Int'l Group
Gee Lee Metal And Plastic Mfy Ltd