1 June 2003
Fashion Jewellery(HKTDC Enterprise, Vol 06,2003)
Sporting/Camping & Fitness Products
Finely Crafted Glamour
Vintage-look necklaces, bracelets and earrings are popular sellers for Eva Bella Development Co Ltd in the US, Europe, Australia and Japan
They may not be the Crown Jewels, but costume jewellery has a firm foothold in the ever-changing world of fashion. Hong Kong manufacturers like Eva Bella Development Co Ltd are proving to be capable of the fine workmanship for which their precious jewellery counterparts are famous.
Eva Bella's attractive "vintage" line is a good example of that skill. "We make jewellery that looks like the kind your grandmother used to wear," explains director Isabella Chan. "Most of it is small and delicate. The fashion for big chunky pieces is over, except for a few customers in the US. We are now concentrating on beautiful designs that could have come from an earlier time."
Its latest collection features "laser stones", which are multicoloured stones similar to opals in appearance.
Monthly production is 200,000 pieces. "We have our own designer, but we also make jewellery for private labels," says Chan. The minimum order is 300 pieces per style, and delivery time is 30 days after order confirmation.
"We sell 40% of our production to Europe, 40% to the US, and the rest goes mainly to Australia and Japan," she says.
Its 10,000-square-foot factory on the Chinese mainland employs 300 workers. Prices range from US$1.50 FOB Hong Kong for a pair of earrings to US$2.50 for a necklace. Metal alloy is sourced from Japan and the mainland, while rhinestones come from Austria and the Czech Republic.
Attractive costume jewellery from Kingsway Industrial Co can easily be mistaken for costly high fashion pieces. Rhinestones and metal alloy are used but many of the pieces are gold- or silver-plated to imitate genuine jewellery.
"All our lines sell very well," says director Irene Chiu. "They have proved to be popular in Europe, the Middle East and Australia. Our designs are traditional in necklaces, bracelets, rings, earrings and brooches."
The seven-year-old firm markets itself by advertising in the print media, especially trade magazines, and by taking booths at international trade fairs. "But much of our promotion is through word of mouth," says Chiu. "Our old clients tell others about us, so we get new clients. We attract a great deal of goodwill in the business because our terms are fair, and we deliver promptly."
Prices range from HK$7.75 for a necklace to HK$68 for a jewellery set, FOB Hong Kong. Minimum order varies from 300-1,200 units and delivery time is 1-3 weeks after a confirmed order.
Gold artisan Hang Fung Jewellery Co Ltd gained worldwide fame through its inclusion in The Guinness Book of Records for producing "The Most Expensive Bathroom in the World", and "The Most Expensive Toilet". Made of solid 24 carat gold, these items can be seen at its Hong Kong showrooms.
"Our jewellery designs gain awards every year and in 2001 we had a record 10 awards," says Vivian Lai, corporate communications manager. "This year so far we have gained two major awards. In addition to our traditional designs in gold and platinum, we produce a silver collection for the young called 'Twinkle Star'. We also have a strong line in corporate gifts. Our main markets are Hong Kong and the mainland. Our own label La Milky Way sells very well."
Hang Fung is proud of its ISO 9001 certificate, a guarantee of good management. "We believe that good management helps boost the growth of the jewellery industry worldwide," says Lai.
The company was founded in 1979 and now produces more than six million items a year from its 200,000-square-foot plant on the mainland, employing 3,000 workers. Minimum order is 100 pieces per style and lead time is 40-50 days after a confirmed order. Prices are available on request.
Also known for distinctive designs, Parture Co Ltd produces a line of jewellery with no age limit. "Our jewellery has a wide age range. We believe it appeals to women from 16-60 years," says director Emily Lui.
The firm's main products are watches, gift boxes and packaging. The jewellery line, launched last November, is already selling well. Stainless steel and crystals are used for necklaces, cufflinks, tiepins, earrings and brooches. An in-house designer creates clean, space-age designs with unusual appeal.
"We have confidence in the attraction of our designs, which represent good value for money," says Lui.
Producing mainly for export, major markets are the US, Europe and Japan. Products are manufactured at a 1,000-worker factory on the mainland. Minimum order is 1,000 pieces and delivery can be guaranteed within 30 days of order confirmation.
WRITTEN BY WINSOME LANE
Artini Jewelry Mfg Ltd
Flat B1, 1/F, Phase 1
41 Man Yue St
Hung Hom, Kowloon
Eva Bella Development Co Ltd
5/F, Wing Ming Ind Centre
15 Cheung Yue St
Cheung Sha Wan, Kowloon
Hang Fung Jewellery Co Ltd
2/F, Phase 2, Kaiser Estate
28 Man Lok St
Hung Hom, Kowloon
Hip Lick Metal & Plastic Fty
Rm 108, Hong Kong Worsted Mills Ind Bldg
31-39 Wo Tong Tsui St
Kwai Chung, New Territories
Kingsway Industrial Co
16/F, Kam Lung Commercial Centre
2 Hart Ave
Tsim Sha Tsui, Kowloon
Parture Co Ltd
Flat I, 8/F, Blk 2
Kwai Tak Ind Centre
15-33 Kwai Tak St
Kwai Chung, New Territories
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