26 June 2008
Finishing Touch(HKTDC Enterprise, Vol 07,2008)
Fashion Jewellery & Accessories
Demand for new, affordable ways to add originality sees increased business for fashion jewellery and accessories
All women, and almost as many men, are acutely aware that the tasteful addition of a striking fashion accessory, such as a necklace, bracelet or ring, often provides the perfect complement to any outfit.
Providing elegant, inexpensive adornments that fit the bill has long been the forte of numerous Hong Kong companies, including Dragon Jewelry Hardware Fty Ltd.
Dragon Jewelry offers more than 20,000 classic, elegant and trendy styles of imitation silver, gold and rhodium jewellery, manufacturing more than 150 new models each month.
The company's jewellery is set with well polished CZ, synthetic and precious stones, acrylic and plastic rhinestones, and plated with satin, epoxy, enamel, antique and burnished silver and gold, as well as rhodium.
"More than 90% of our business is our own designs, with the remainder catering to OEM customers," says Manager Ben Chak. "Bangles and necklaces are our most popular products, and product prices range from US$0.70-3.00 per piece FOB Hong Kong."
Dragon Jewelry's major market is Europe, while other important destinations include Turkey.
Also producing a huge variety of jewellery designs is Nataco Development (HK) Ltd, which plans to offer up to 2,000 basic and classic styles this year.
"We produce all kinds of jewellery for men and women, most of which is plated with metal and plastic," explains Managing Director Lee Ping Kwan.
The most popular items are ladies' bracelets and rings and cufflinks and tiepins for men, he notes. "Some 60%-70% of our business is OEM, supplying leading names in the US and Europe through our partner company," says Mr Lee.
Europe is now Nataco's biggest market, accounting for 70% of its business. "The US is another key market, and we are looking at Shanghai and Guangdong Province on the Chinese mainland," he confides. "The mainland will be a big market in a few years, and we are looking at opening retail stores in these areas and, possibly, Beijing."
Nataco's unit prices, for a US market that prefers its low- to medium-end items, range from US$0.20-1.00 FOB Hong Kong; whereas Europe requires higher-end products priced from US$2-20 per piece.
Just as prolific is Ching Yin Fashion Jewellery and Accessories (HK) Ltd, which focuses equally on fashion jewellery and hair ornaments and charges US$0.50-12.00 FOB Hong Kong per piece for jewellery and less than US$0.01 per piece for hair accessories.
"We produce more than 1,000 designs, which account for 70% of our business," says Assistant Marketing Manager Fanny Chow. "Our jewellery is largely made of silver-plated metal, plastic and fabric and our most popular items are necklaces and earrings."
The company's hair accessories include claw clips, ponytailers, hair clips, break clips, barrettes and headbands.
"Plastic and fabric are the most popular materials for our hair ornaments, with headbands, clips and elastic the most popular products," Ms Chow notes. "Colours particularly popular are purple, pink and blue."
Some 80% of Ching Yin's output goes to Europe and 10% to the US. The remainder goes worldwide.
Focusing on rhodium-plated alloy brass fashion jewellery, Italina (HK) Imitation Jewellery Mfg Ltd offers more than 70,000 different designs. "Some 70% of our business is our own designs, with the remainder OEM, for which we can also produce 925 silver items," says Sales Manager Keith Chow. "Rings and earrings are the most popular products, as they are more prominent fashion pieces."
The company also produces its own brand-name products, under the Italina and Blue Dolphin labels. "Blue Dolphin is a fashionable brand that is sold in Hong Kong department stores, while Italina features more classic designs and is available on the Chinese mainland," Mr Chow explains.
Italina exports the rest of its output worldwide, and is also currently exploring South America, Eastern Europe and the Commonwealth of Independent States. Product prices range from around US$1 ex-factory for a ring to US$10 for a multi-stone necklace.
Choice is also a key element at Hung Kay Jewelry Mfy Ltd, which produces more than 10,000 different silver and base metal jewellery designs. "More than 70% of our business is our own designs, with the remainder OEM," explains Manager Vincent Lam.
Europe accounts for 60% of Hung Kay's business, while other important sales outlets include the US and Asia. "Eastern Europe is a newer market that offers strong potential," says Mr Lam.
A wide choice
The company's output covers a wide spectrum of products from low- to high-end, with average prices between US$5-10 per piece FOB Hong Kong, although model 71796-B, a 925 silver bracelet featuring a mix of smooth links and pavm CZ links, sells for US$70 per piece. "This item is particularly popular with some of our small-to-medium importers who place a premium on quality," Mr Lam says.
Also high-end is model 70868-B, a 925 sterling silver bracelet link chain with imitation coral chilli charms, which costs US$20 per piece.
Competitive products with unique designs like these prove that Hong Kong fashion jewellery and accessory manufacturers are top choice when it comes to adding the perfect finishing touch.
TEXT BY SANDRA JENNER