4 July 2005
Natural Beauty(HKTDC Enterprise, Vol 07,2005)
"Products from nature have taken centre stage in people's lives in recent years, everything from lifestyle items to fashion and accessories," says general manager Florence Harm. "With such favourable market conditions in force, we expect sales of our natural shell jewellery, which have in any case been on the rise for the past couple of years, to be particularly strong in 2005."
This jewellery manufacturer makes a comprehensive range of costume jewellery and accessories fashioned from genuine shells and metals such as pewter, tin alloy, zinc and brass.
"These gifts of nature - white mother-of-pearl, black mother-of-pearl, paua shell, Australian blue, Australian abalone, Mexican abalone, pearl shell, trachus shell and white shell - act in harmony with certain metals to create high-end jewellery sets varying in colour and iridescence," Harm enthuses.
"We can also deliver products featuring many kinds of plating, such as chrome, silver, gold, imitation rhodium, burnished bronze, burnished silver and burnished brass to suit different designs," she adds, saying that the company can also supply nickel-free plating to comply with EU safety regulations.
"However, given that jewellery is like the fashion industry, always taking on different forms and styles, today an assortment of bold and sharp colour schemes, including blue, yellow, orange and green, are in vogue despite a fashionista vote for more natural tones last year," Harm says.
"Generally, the design mood today is rather casual, something to freely mix-and-match with fashions of all styles," she remarks. "To attract buyers, we usually come up with new items every month to ensure we keep pace with consumers' seemingly ever-changing tastes."
Founded in 1991, Shell Juli exports its products all over the world, but particularly to the US, Europe, New Zealand and Australia. "We find the European markets especially promising, with an increasing demand for high-end jewellery there," Harm says.
The company has built a strong customer base comprised of buyers from department stores, fashion brand companies, jewellery shops, designer boutiques and jewellery boutiques.
Meanwhile, Shell Juli continues to aggressively nurture new relationships with promotion companies for fashion related items including cosmetics. "Taking advantage of our good connections with these firms, we are able to reach out to their clients and collect more market information about the fashion industry," says Harm.
"This gives us room to develop other fashionable jewellery items, including those made of natural stones and crystals."
Always looking to the future, five years ago Shell Juli opened a 35,000-square-metre factory in Qingdao on the Chinese mainland to better equip itself for new challenges.
"The plant was purpose-designed to handle the manufacturing of natural shell items," Harm says, "and the city of Qingdao, which is very rich in semi-finished fashionable materials, is an ideal production base for costume jewellery."
Today, the ISO 9001-certified factory boasts a sophisticated line-up of new technology in die-casting, laser engraving and laser marking, as well as a team of experienced staff to offer total solutions to satisfy customers' insatiable demands.
"The factory is clean, modern and well-organised, and we have sufficient production capacity and a strict quality control system to guarantee prompt deliveries and best quality products," Harm asserts.
Shell Juli's Qingdao factory also takes the lead in the research, development and design of new products, while the company's other mainland factory in Shenzhen concentrates on the production of cast items./p>
In total, the two factories employ more than 2,000 skilled workers, and accept minimum orders for 600 pieces per design and colour or US$1,500 per minimum order value. Delivery normally takes 4-5 weeks after receipt of deposit.
A dynamic firm always on the lookout for opportunities, Shell Juli is clearly gearing up for a big export drive.
WRITTEN BY VANAPA ONGVISES
Shell Juli (HK) Co Ltd