AUSTRALIA. Stainless steel jewellery is set to be the big news for buyers at the TFWA Asia Pacific show in Singapore (stand C25), thanks to Australian supplier Emperor Jewellers.
Since its creation in 1992, the company has focused on opal, pearl and coloured gemstone jewellery, such as heart-shaped pendants and rings.
Now the company has launched the Elle & He stainless steel fashion jewellery collection, “breaking through the traditional base of jewellery and becoming more of a fashion accessory to emphasise the individualism of the younger generation”, according to the company.
Elle & He comprises stainless steel/silver rings, earrings, pendants, bangles and bracelets for both men and women, with a total of 150 new designs so far. The affordable collection focuses on the enhancement of the metal and the versatility of its designs to suit different cultural preferences.
Said Christina Sheng of Emperor Jewellers: “We believe [Elle & He] will be a perfect niche market for travelling young couples and lovers in the duty free market. We think the new trend will be that consumers are looking for more affordable pieces, and at the same time classy and stylish, which is exactly what people want without digging too deep in their pockets. We avoided focusing too much on the top-end market this year as the current and future market is demanding more jewellery pieces with modern design but an affordable price.”
An Elle & He jewellery set retails at US$80. Only just launched in Australia, the collection is proving popular with a “pretty overwhelming response”, according to the company.
Emperor Jewellers also offers a wide variety of opal jewellery set in 18ct gold, silver inlay, sterling silver and metal to suit duty free retailers.
The brand has extensive listings inflight and in duty free stores, including, in Europe, Virgin Atlantic Airways (stainless steel collection); South Korea: AK Duty Free Seoul Incheon Airport (opal, stainless steel, coloured gemstone, pearl jewellery), Lotte Duty Free at Seoul Incheon Airport; China: Beijing Parkson Department Store (opal jewellery); Tianjing Parkson Department Store (opal, stainless steel), Dalian Parkson Department Store (opal, stainless steel), Hangzhou Intime Plaza (stainless steel), Qingdao Hiesene Department Store (stainless steel); Hong Kong: Nobel Jewellery (stainless steel); Australia: Nationwide duty free stores.
About Emperor Jewellers
Established in 1992, Emperor Jewellers is an Australian wholesale supplier specialising in manufacturing and designing the finest quality hand-made opal jewellery, fashion jewellery including stainless steel, silver jewellery, pearl jewellery and gemstone jewellery. The company founder, Jim He, designs most of its pieces. He takes a “nostalgic yet modern approach with a mixture of rich colour, innovation and concept design”. The firm has been in the travel retail sector for five years.
The company uses three types of opal:
– Black Opal, the most prized in the opal family, with a dark body colour. 96% of the world’s supply is from Australia. Originates from Lightning Ridge in New South Wales, Australia.
– Boulder Opal. Found in Western Queensland, Australia. Ironstone concretion is carefully split with a tomahawk or diamond saw to obtain boulder opal.
– White Opal. The colours of the rainbow are represented on a light and pale background. 80% of the world’s supply of white opal is from Australia. Found in Coober Pedy, 750km north of Adelaide in Australia.
For details on the company, contact christina@emperorjewellers.com.au or visit www.emperorjewellers.com.au.
