Jewellery & Fashion A pictorial highlighting silver jewellery

from select manufacturers and brands

Market Update News updates and analyses of the silver

jewellery industry

Global Fashion Trend An exchange with established and up-

and-coming jewellery designers about their inspirations and designs

Branding Tackles innovative, successful marketing

and brand-building strategies of featured silver jewellery brands

Retailing Successful retailers talking about the

latest development in their businesses, and sharing their keys to success

Gem Gallery Introduces gemstones, where they are

sourced and how jewellers use them with silver

Manufacturing Centres In-depth reports on established and

emerging silver jewellery manufacturing centres

Silver Innovation Presents the latest technological

developments in silver jewellery production

Published since 2006

FrequencyMonthly

LanguageBilingual, English with excerpts in traditional Chinese

Regular readershipOver 8,000 worldwide

Readership profile• Key buyers of silver jewellery, including

retail and wholesale buyers in the United States , Europe and Asia

• Silver jewellery manufacturers, importers and designers worldwide

Bonus distributionOver 30 trade fairs and events worldwide each year

Why advertise in Silver Styles (SS)?

Editorial StrengthLaunched in 2006, Silver Styles provides the latest developments, trends and market insights to a growing international readership in the silver jewellery trade.

Our editorial encompasses the complete business cycle, from product conceptualisation to sales and marketing and is designed to keep readers at the forefront of the silver jewellery business. This publication stands as an important source for industry executives to promote their products, source suppliers, keep abreast of the industry trends and identify new business opportunities.

Regular sections

Silver StylesYour ultimate resource on the latest silver jewellery trends

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PRODUCT TRENDS

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PRODUCT TRENDS

Classic designs reign at Vicenzaoro First意大利維琴察展︰典雅首飾成一大亮點

1. Diamond silver ring and pendant by Bastian of Germany

2. Heart pendant and wire choker by Stefani Argento Srl of Italy

3. Pearl bracelet by NUOVEGIOIE, Cielo Venezia 1270 of Italy

4. Earrings by Celegato of Italy

5. Necklace and pendant by Rosato of Italy

踏入2010年，全新的銀飾系列透過第一個行業展覽會推出市場。有

別於過去幾年，目前珠寶業仍然受市場不明朗因素影響，買家態度

依然審慎。有見及此，參展商紛紛展示出經典的流行款式，以滿足

市場需求。

以下為《銀流》特別歸納出會上最流行的四個設計方向。

After viewing the first jewellery collections of the year at Vincenzaoro First, Silver Styles knew that the 2010 edition was going to be different from previous fairs. Visitors were still spoilt for choice but prevailing economic uncertainties and changing consumer behaviour and attitude had made buyers more cautious about their purchases. People were looking for versatile and timeless pieces that could be treasured and enjoyed for years and worn for just about any occasion. This only proves that in a bearish market, people will always go for what’s classic and chic.

Silver Styles spotted 4 prevailing design trends at the Fair namely Timeless Elegance, Alluring Two-Tone, Vibrant Colours and Sophisticated Modernity.

1

2

3

4

5

By Yvonne Luk

Timeless Elegance永恆典雅

Classic jewellery, which works for all seasons and clothing styles, complements women of all ages.

The heart and ribbon motifs, sleek and fine finishings and diamond and pearl accents make these superbly designed pieces a collector’s treasure.

清麗典雅的首飾總能夠跨越時空，且易於搭配不同品味的服飾。浪漫的心型、女性化的蝴蝶結和高雅的材質，令首飾更見不平凡。

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MANUFACTURING: CHILDREN JEWELLERY

All eyes on children’s jewelleryBy Charlene Co

Recently, I took my 6-year-old niece to a toy chain store and

found myself surprised that the sales people were not trying please me; instead they approached my niece directly and in a very animated manner asked what type of toy she had in mind.

While shocking, I found this strategy highly effective. Apart from proving that I am indeed a pushover, this made me realise that the children’s consumer market is a huge and powerful one, and that today’s children know exactly what they want and through their elders’ pockets, usually get them.

Jewellery manufacturers are also beginning to recognise the high-potential yet comparatively unexplored children’s market. Manufacturers already targeting this market, meanwhile, are discovering that children have a strong sense of what they like and they want to be heard.

Demand is there

Most of the companies now offering children’s jewellery didn’t do so in the beginning and expanding to this line was largely out of the demand for it.

For instance, the company behind Jo for Girls in Scotland sold celtic and ladies jewellery when it first started in 1989. Today, the brand offers mainly children’s jewellery targeting 4- to 14-year-olds. Linda Lambert, co-proprietor and designer for the brand told Silver Styles: “We saw a gap in the market for fun and special jewellery for young girls that wasn’t too expensive so we decided to enter this market. This was an unexplored market and we felt that with our ideas we could do it a lot better than the then current ranges, which tended to be aimed at only christenings.”

Similarly, Yoo Lim Silver in Thailand entered the line largely due to “very high demand” from its clients. According to Patrick

Agatha

Yoo Lim

LAJ

Luxenter

Yoo Lim

Nawawatanasub, managing director of the company, they started with simple items such as ID bracelets and small ear studs but later on expanded the line, launching the children’s concept into an actual programme in 2008 in response to constant requests from clients for more trendy jewellery for children.

Considering themselves among the pioneers of children’s jewellery in Thailand LAJ Enterprises offered them when it first started in 1978 believing there was a promising market for it. Tania Rachanivarakonkul, marketing

Luxenter

Me&Ro

Aurostyle

manager of the company, explained: “Demand only grew each year and we were excited to fulfill this. Demand for such jewellery is particularly strong in Western Europe and Scandinavia.” LAJ currently has three ranges – Baby, Kids and Teens – all of which made with nickel-free sterling silver.

Early start

Another notable observation of today’s jewellery market is that it is getting a lot younger. One can blame it on the age-old tradition of giving jewellery to newborns, or piercing a baby girl’s ears when she is only a few days old but children are starting to appreciate and even want jewellery as early as in their toddler years.

Laurence Melet, marketing manager of Aurostyle Ltd in Hong Kong, said children as young as 3 to 4 years can already appreciate jewellery. “This is the age girls develop a strong attraction to dolls, fairies and princesses and want to look like them,” Ms Melet explained. Aurostyle’s children’s jewellery targets mainly 4-to 12-year-olds.

Designer of New York-based Me&Ro, Robin Renzi, shared that the practice

of children wearing is actually not new. “In most cultures such as Italian, Chinese, Spanish, babies receive jewellery gifts when they are born. This has been happening for

centuries. My daughter, for instance, has been playing with my necklaces, rings and bracelets since she was born. She was drawn to them immediately, the colour and feel of the metal against skin and the sparkle of the stones,” Ms Renzi said.

Sang Kyong Lee Park, communication and PR manager for Luxenter in Spain, also observed that awareness for fashion and trends is starting at an earlier age these days, noting that they see children as young as six years taking note of collections

in stores. “Once they reach 8 or 9 years old, they really begin to connect jewellery with fashion. This is when they display their true desire for a piece,” she explained. “We see children wearing the latest styles of the season. Brands such as Ralph Lauren, Dolce & Gabbana, and Louis Vuitton have catered to this increasing trend by having collections for children. With this in mind, there is without question a strong opportunity to target this segment of consumers.”

Children’s sense of style, however, is very much influenced by that of the adults around then. Ms Lambert of Jo for Girls explained that children often mirror adults around them, which also influences their sense of style. “From a very early age, girls have an

Me&Ro

LAJ

LAJ

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JEWELLERY & FASHION

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Art deco-type silver pendant and ring adorned with gemstones by Yee On Gems & Jewellery Fty Co Ltd of Hong Kong

香港怡安寶石首飾廠有限公司的銀吊墜及戒指款式搶眼奪目，搭配多種有色寶石

Rose gold-plated silver necklace, earrings and bracelet embellished with white crystals by New Age Gem Jewelry Co Ltd of Hong Kong

香港新紀元寶石首飾有限公司的銀飾套裝以白水晶搭配玫瑰鍍金，時尚別緻

3130 SILVERSTYLES

JEWELLERY & FASHION

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DESIGNER PROFILE

By Charlene Co

Jewellery designer Stephen Webster

Stephen with singer Christina Aguilera

Stephen Webster pushing the bounds of design

I guess the jewellery world should be grateful for the day Stephen Webster’s sense of direction failed him some 34 years ago.

Stephen was actually going to study fashion design at the Medway College in Kent but by chance walked into a jewellery design class rather than the fashion design room. He didn’t look back since. “The flames, noise, chemicals and shiny objects were instantly appealing and much more up my alley then fashion design. I guess it was a good choice as 34 years later I am still at it,” rather humbly, Stephen told Silver Styles.

In fact, Stephen – who is the founder and creative director of the London-based Stephen Webster brand – is not only “at it” but is now a widely popular jewellery designer attracting some

of the entertainment world’s most alluring and glamorous personalities. He has created pieces for the likes of Madonna, Sharon Stone, Kate Moss, Jennifer Lopez, Cameron Diaz, Pink, Cheryl Cole, Elton John, Ozzy Osborne and Johnny Depp, with none other than music artist Christina Aguilera as an endorser.

Radically cool

Internationally heralded for his exquisite and cutting-edge designs, Stephen is also famous for pushing all creative boundaries, describing his own pieces as “high on innovatory and unreservedly cool.”

He continued: “My style is very much a reflection of my personality. I am fortunate that selfishly, I have pursued

topics and inspirations from my life’s experiences. Many of my collections are inspired by topics that are personal to me for example my collections ‘In Deep’ and ‘London Calling’ both have emotional ties. My work is also greatly influenced by my love for music as well as by objects, sights and people around me,” he shared.

Historically, Stephen worked mainly with 18 karat gold but a few years ago started to work with silver. “We made the conscious decision to offer more attainable products and so we launched our silver collections which are accessible to people from all walks of life who crave that little bit of glamour,” he explained. “Bold and striking, these pieces are big on attitude but still embrace the creativity and attention to detail of our fine jewellery collections.”

Strong market presence

To this day, Stephen chooses to be involved in every aspect of the business: from design, shooting the ad campaigns, events and the stores. Currently, the brand has over 120 points of sale worldwide, in the US, UK, Russia, Dubai, Japan, South Korea and Hong Kong; and eight stand alone Stephen Webster boutiques internationally.

Russia, Stephen noted, has always been “really strong” for the brand but is also rapidly so in the US and the Far East. “This year we are opening new stores in Vienna and LA and concessions in Germany, Italy and Portugal, and Harvey Nichols in Dubai,” he said.

Coming up

These days, Stephen is excited about the brand’s Autumn/Winter 2010 silver jewellery collections. For men, the ‘No Regrets’ collection is inspired by traditional tattoo imagery and slogans, combined with skull motifs and modern stencil graffiti art.

Adding to its renowned women’s silver line ‘Superstud’ is the new ‘Superstud Baroque’ collection, which is executed in an array of metals including polished and blackened silver; yellow gold and rose gold plate. Knuckledusters, cocktails rings and multi-chain link collars and cuffs are set with the vibrant additions of raspberry quartz and grey cat’s eye stones.

“My style is very much a reflection of my personality. I am fortunate that selfishly, I have been able to pursue topics and

inspirations from my life’s experiences.”

Silver Styles targets market leaders in the silver jewellery industry who purchase globally. We create business opportunities for raw materials suppliers, jewellery manufacturers, distributors, designers, technology professionals and retailers.

As one of the official publications of the Hong Kong Jewellery & Gems Fair, Silver Styles brings your sales message directly to silver jewellery buyers when they are ready to buy.

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