Trade Secrets from the Queen of Clean: In the Chinese Market

In the spring, I traveled to China for an opportunity to meet with both customers and suppliers. It was such a fabulous experience, and as foreign travel so often does, it opened my eyes to our market at home. The market in China is changing rapidly. Not long ago, most women did not own any fine jewelry; now the average Chinese woman has three pieces of jewelry, including her wedding ring. This is so different from women in the Western world.

As more women in China become jewelry owners, they are embracing the experience. They are extremely interested in their jewelry and how to clean and care for it. It struck me that their excitement and enthusiasm for their jewelry correlates to the bridal customer in the United States. For many bridal customers here, their engagement ring is their first piece of fine jewelry, and they approach its care and cleaning with such fervor. Chinese women of all ages demonstrate the same eagerness.

I was honored to present at three events in the Shanghai market for VIP customers of a 25-door jewelry store chain. As I conducted my presentations, I was so impressed with the audience participation from the women in attendance. These were sophisticated customers in the Chinese market with an age range of 22 to 52. But regardless of age, their experience with jewelry was roughly the same. They asked fabulous questions, and they were very engaged and eager to learn proper care techniques.

It struck me, and I want to share this with customers of The Kingswood Company, that these Chinese women are very much like young bridal customers here in the United States. The bridal market is a sweet spot in the market today, and it is important to recognize and embrace the enthusiasm and passion these customers have for their new piece of jewelry. It is an opportunity for jewelers to harness that eagerness to build a life-long relationship, and cleaning and care of the piece is part of cementing that relationship.