One World, One
Line
1997, Asia Precious, page 36
| Investing time and money on developing different product lines to target different markets worldwide could be a thing of the past for forward-thinking companies such as Jewelex. Jewelex, set up in 1994 by Sonny Saw, part of the established Rama Group, has been developing new strategies to market its products globally. With 50 per cent of its business in Japan, 25 per sent in East Asia, 15 per cent in the US and 10 per cent in Europe, this new strategy provides better service and lower prices for customers which has enabled the company to increase sales worldwide. Jewelex's product line is designed to cater for all markets. The thinking behind the strategy is simple explains Sonny. "We have good sales in Europe at a high quality and high price. At the same time we can sell in Japan because the Japanese people of course, like European design. | In the US what we see design wise is something like Italian designs. The Italian manufacturers are selling 18 karat gold jewellery well in the States now," he noted. Jewelex has found an opportunity to target customers in Japan and Europe as well as a specific niche market in the US with one product line, and the company is aggressive marketing itself to these market segments. Jewelex produces its global line in 850, 950 or 1000 platinum as well as in 18 karat gold, which it can sell in all its markets. The new product lines come in several designs, combining platinum with yellow and red gold set with either diamonds or gemstones. The product line can be viewed at booth number 7E27, 7E29 at the September Hong Kong Jewelry & Watch Fair, and at the Bangkok Gems & Jewellery Show. |