This article first appeared in the Pearl Report 2024-2025.

Aiming to meet a growing demand for high-quality pearls among younger consumers, Hong Kong Edison Pearl Co Ltd is further strengthening its product offerings through innovation and branding strategies. According to Zhan Weijian, chairman and general manager of Hong Kong Edison Pearl, this new generation of buyers is embracing a trend of incorporating pearl jewellery into their everyday attire, often inspired by celebrities’ fashion choices.

Young people becoming more accepting of pearls is a welcome development, he continued.

“We keep abreast of ever-evolving consumer preferences and market trends. We then adjust our products and services accordingly and promptly to stay competitive,” noted Zhan.

Emerging fashion favourites include pearl necklaces in gold or silver chains and further accented with gemstones alongside unique pearl jewellery designs featuring baby and baroque pearls.

Zhan attributes the success of these designs to consumers increasingly opting for personalised products that better express their individuality as opposed to more traditional designs.

Continuous advancements

With improved living standards and a stronger desire for a more refined lifestyle come a heightened demand for higher-quality pearls. This places the innovative Edison Pearl in the limelight.

Edison Pearls are highly sought after for their exceptional lustre, size and array of colours.

A pioneer in pearl farming, Hong Kong Edison Pearl continuously invests in research and development to explore advanced farming techniques and discover new mussel breeds and innovative processing methods aimed at producing better-quality pearls in larger volumes.

“By using modern technology such as smart farm-monitoring techniques and digitalised pearl screening and grading, we have improved our farming efficiency and product quality,” said Zhan. “We are also searching for a wider variety of mussels to cultivate pearls in a diverse colour range.”

Brand building in the digital era

Livestreaming has emerged as a crucial sales channel for pearl jewellers as it helped the sector grow exponentially. Through this unique sales platform, pearl companies can attract tech-savvy younger consumers by offering different product showcases and affordable price points.

Hong Kong Edison Pearl has also adopted a two-pronged business strategy: Expanding its online presence in China and overseas through e-commerce and social media platforms to bolster brand influence and sales while strategically planning its offline retail network and brand internationalisation for further growth. “We want to offer consumers a vertically integrated experience from farm to retail,” Zhan said.

He pointed out that consumers also consider storytelling and cultural significance when purchasing pearl jewellery. In response, Hong Kong Edison Pearl has relied on media coverage to market and promote its new product features, design concepts and brand narratives.

“We also collaborated with fashion bloggers and key opinion leaders (KOLs) to raise brand awareness. We invite them to try our pearl products and share their reviews with their audiences who are our potential customers,” said Zhan.

In addition, the company organises online and offline product launches, social media promotions as well as regular participation in international exhibitions to enhance consumer engagement.

Outlook

Commenting on the overall performance of the pearl market in China, Zhan noted a shift in 2024 compared to 2023, which saw robust demand and soaring prices amid tight supply.

“The pearl market is undergoing a period of adjustment in 2024, with consumers moving towards more rational purchases. The overall price of pearls is down and remains within a reasonable range. With continued innovation and cost-effectiveness of pearls, I anticipate sustained market demand and consumer interest in pearls,” Zhan said.

Pearls produced in China have also improved a great deal over the years and are now comparable to cultured saltwater pearls from overseas, continued Zhan, adding that the Chinese pearl sector is poised for further growth.