1 Sept 2003
Pendants & Brooches(HKTDC Jewellery, Vol 02,2003)
Pendants & Brooches
Sparkling In The Spotlight
These cheery floral and butterfly pendant/brooch combinations from Goldiaq Creation Ltd conjure up the balmy days of summer
Pendants and brooches are stepping into the limelight more often these days, thanks to new, eye-catching designs and a range of price points that help steal the glamour traditionally associated with rings, earrings and necklaces.
Striking pendants and brooches set with sapphires in a rainbow of colours are one of the specialties at Goldiaq Creation Ltd, which also incorporates semiprecious stones and diamonds in its jewellery. Most are set in 18-karat white gold, but certain stones, such as yellow sapphires, tend to look best against yellow gold. Flower, insect and animal designs are current favourites.
The company is known for creating pieces that have multiple functions. "We put a hook or a pin on the back so a pendant can be worn as a brooch and vice versa," explains Bonnie Yip, managing director of the five-year-old company. "It's even possible to wear a pendant/brooch as a bracelet by threading it through a colourful leather strap."
Of the 6,000 pieces of jewellery that the company exports each month to the Middle East, Europe and the US, about 20% are pendants and/or brooches.
Most pendants and brooches are priced from US$200-1,000 FOB Hong Kong per piece, but prices for Goldiaq's new chandelier brooches, which feature coloured sapphires and diamonds, range from US$300-2,000 per piece.
Minimum order depends on the price - for less expensive pieces, a minimum quantity of 50 is required, while 10-20 pieces is sufficient for higher-priced items. All shipments leave 30 days after order confirmation.
The dictates of fashion are taken equally seriously by Buildview Jewellery Ltd, which prides itself on its up-to-the-minute designs. "We design jewellery to be worn for a couple of months or a season," says managing director Matt Chan. "It's a short-term look - after that, people can change to something new."
Eighteen-karat gold items set with coloured gemstones and fancy coloured diamonds have sold well in the company's major export markets - the US, Europe, the Middle East and Southeast Asia.
"People have bought white diamonds for many years so now they want colours, particularly stronger colours, which are hot this year, " Chan says.
That explains why sales of Buildview's pendants and brooches, which cost from US$500-1,000 per piece FOB Hong Kong, have risen by 15% in the last year.
OEM accounts for 90% of the company's total monthly output of 5,000 pieces, with pendants and brooches representing 20% of that figure. The remaining items carry the firm's two-year-old Buildview brand name, which the company is actively working to promote. Minimum order is 100 pieces for OEM merchandise but negotiable for its brand name items. Deliveries are made 45 days after order confirmation.
Champagne Jewelry Mfr Ltd lives up to its name, with pendants and brooches a strong sales category that accounts for 40% of the 20,000 pieces of jewellery the company produces per month.
Pink sapphires, black diamonds and less common materials such as blue crystal add an innovative element to the company's designs. "We don't have a particular style but we like to make things that are a little unusual," says company director Dick Chan.
Cultural differences play a role in the types of pendants customers like to buy. "Europe and the Middle East want more colourful pieces, while the US likes plainer pendants with white diamonds," he says, adding that fancy yellow diamonds are more in demand in places like South America and the Middle East.
Eighteen-karat white gold settings are the most popular, but the company can handle orders for 9- and 14-karat, rose gold and 900 platinum. Sales typically run along seasonal lines, with pendants the better-selling item in warmer months when skin is more exposed and brooch sales increasing in cooler weather when heavier clothing is worn.
Pendants and sets consistings of rings, earrings and pendants have both sold well. Prices can range from US$50-15,000 per piece FOB Hong Kong, although the most saleable pendants sell for less than US$1,000. Minimum order is negotiable, with delivery 30-50 days after order confirmation.
The emphasis at Peershine Jewellery HK Ltd, meanwhile, is on opals inlaid in 9-, 10-, 14- or 18-karat gold, 900 platinum or sterling silver. "Crystal opal and opal doublets are the most popular now," says Feric Yu, general manager of the company, which has been in business since 1987.
Sea creatures, such as fish and shrimp, are among the company's newest design offerings for pendants and brooches. However, opals and diamonds combined with blue topaz or amethyst have proved an attractive mix for more abstract shapes.
The company manufactures 20,000 pieces of jewellery per month at its factory in Panyu on the Chinese mainland, with pendants accounting for half of that output and brooches 10%. "Pendants and brooches are easy to wear and very accepted in the market," Yu believes. "They don't have to be sized like rings."
Prices range from US$100-200 FOB Hong Kong per piece for pendants and US$250-500 for brooches. Minimum order value is US$10,000 and delivery is 3-4 weeks after order confirmation.
Given these stylish new designs and equally attractive prices, it's little wonder that sales of Hong Kong-made pendants and brooches are set to sparkle a whole lot brighter during the coming year.
WRITTEN BY ANDREA PAWLYNA
Jewellery (Mfg) Ltd
Rm 25, 3/F, Blk B
Focal Ind Centre
21 Man Lok St
Hung Hom, Kowloon
Lippo Sun Plaza
28 Canton Rd
Tsim Sha Tsui, Kowloon
& Jewellery Co
Fu Hang Ind Bldg
1 Hok Yuen St East
Hung Hom, Kowloon
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