SWAROVSKI Launches Premium Jewelry Series

< p > the news that SWAROVSKI entered the field of high jewellery has aroused great repercussions in the jewelry industry. Recently, the world's first high quality jewellery boutique opened in China World Trade Center, Beijing. The 2013 summer series "dream country" was also exhibited at the scene.

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< p > from fashion jewelry to high grade jewelry, it is a bottom-up extension for the brand, which has never been attempted in jewelry accessories field.

The brand side said that the conventional way of breaking through is the feedback from consumers and the confidence of the brand in the field of fashion accessories.

"Our consumers also have the demand for high grade jewellery. Our fashion accessories have been well built, and there is no problem in making a series of high-end jewelry on such a solid basis."

Peng Jieying, managing director of SWAROVSKI crystal boutique China, said: "we find that the female consumers in the Chinese market are ranked higher in the world in terms of their acceptance of high jewellery and new products, and the Chinese market is also a very successful market for SWAROVSKI's previous product line."

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< p > reporter understands that at present, SWAROVSKI's premium jewelry has been sold in four cities in Beijing, Shanghai, Chengdu and Guangzhou. It is the only independent jewelry store in the world. It will open a new store in Hongkong at the end of June.

The brand side said that the market of high-end jewelry series will also be mainly placed in China, and whether or not it will be sold in other countries will depend on China's market feedback.

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< p > < strong > > high-end interview < /strong > < /p >.

< p > < strong > raw materials and cutting are advantages < /strong > < /p >

< p > < strong > reporter: what aspects of the imitation crystal product line will be extended in the high jewellery? < /strong > /p >

"P >" Peng Jieying (SWAROVSKI crystal boutique China district director general manager): SWAROVSKI's previous department has been a gem raw material for a hundred years, plus the best cutting of the brand, the combination of the two advantages is a good basis for high grade jewelry.

In terms of design, high jewelry and fashion jewelry share a common element: swans representing love, loyalty and elegance.

SWAROVSKI fashion jewelry has an important design concept, fashion factors, high jewelry will also have this concept inside.

For example, this year this season is very popular with flowers and small animals, which will also be a very important element of high jewelry series.

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< p > < strong > reporter: what are the difficulties that need to be overcome in this extension? < /strong > /p >

< p > Peng Jieying: if it is difficult, it has now been overcome.

The difficulty is how to keep the premium jewelry line unique in cutting process and design.

There is no clear requirement for imitation crystal cutting. There is an industrial regulation for different gemstone cutting of high jewellery. This is a very important aspect.

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< p > reporter: SWAROVSKI has been giving people the impression that it is young and fashionable. Will high-end jewellery continue this feeling? Before the imitation crystal, all kinds of small ornaments and pendants are very cute and popular. Will senior jewelry product line try this way? < /p >

< p > Peng Jieying: the consumers of high jewellery are getting younger and younger, not necessarily on ceremonious occasions, but also at work and leisure occasions. Our high jewelry customers are also young.

As for other forms, after all, the introduction of premium jewelry is only a very short time. Now it is too early to talk about it, and everything depends on the feedback from the market.

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< p > < strong > > viewpoint < /strong > < /p >.

< p > SWAROVSKI has a history of more than 100 years, and now it is a high quality jewellery series. This is a matter of strategic vision and boldness.

First of all, high quality jewelry should be made of high quality raw materials, and more importantly, exquisite manufacturing techniques. SWAROVSKI has been famous for its unique cutting technology.

The brand image that has been popular for many years and the lively and fashionable design made by the powerful design team of Paris enable its high quality jewelry to have a wider audience.

Chen Weili, the famous jewellery appraiser < /p >

< p > SWAROVSKI launched the high-end jewelry series. The brand must first upgrade and pform the image of its own crystal experts. This is a challenge in itself. Secondly, the brand launched the senior jewelry series is to grab some market with other advanced jewelry brands in SWAROVSKI's original VIP group, but in my view, the more high-end consumer groups are, the higher the brand loyalty is, so the cost of this pformation is not low.

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