Ceranity, the ceramic and silver jewellery brand of France’s Groupe Gemstar, is making its international debut at the September Hong Kong Jewellery & Gem Fair. Launched in 2011, the brand has more than 1,700 accounts in Europe, with a presence in France, Belgium and Spain. It is now seeking to make inroads in Korea, Japan, Italy, Germany and the US. Revolving around the core values of serenity, eternity and duality, Ceranity features black and white ceramic in affordable yet elegant everyday silver jewellery. Its four collections are silver and ceramic, silver and ceramic with diamonds, silver and ceramic with cubic zirconia, and stainless steel and ceramic. Pieces retail for around $120 each. The brand targets vibrant, energetic women who are full of life.
Groupe Gemstar head of international sales and marketing Willy Te recommends potential clients to buy into the brand with 40 to 50 pieces at around $1,800. This minimum investment includes displays, jewellery cases and leaflets.
Te said: “Ceramic jewellery has evolved from a niche market to a serious alternative to traditional segments such as fine and fashion jewellery. Ceranity pioneered the ceramic and silver jewellery concept, and we want to establish it as the international leader in this product segment.”
At the September Hong Kong Fair, Te is looking to introduce Ceranity to department stores for showcases or shop-in-shop agreements, jewellery chain stores and independent jewellery retailers in prime locations.
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