精辟视野 JNA Mar/Apr 2022 | 27 JNA: What kind of jewellery sells in Asia? How about in the Middle East? Youssoufian: Out of superstition, ladies in the Middle East prefer newly manufactured jewellery because they do not want to wear something that somebody else has worn. In Asia, where we have been doing business for over 30 years, we have noticed that Chinese buyers are gradually transitioning into high-quality vintage jewellery. That is why we offer both vintage and newly manufactured collections. In terms of design, Middle Eastern buyers prefer ostentatious pieces that come in sets. They want to have the entire set of necklace, bracelets and earrings – the whole parure. In Asia, buyers would go for one or two matching items. We mostly work with China now but are eagerly waiting for the borders to reopen so we can expand to other destinations. We still maintain contacts with our clients in Indonesia, Malaysia and Singapore. JNA: Which gemstones are popular now? Youssoufian: As long as the gems are rare and have an investment value, such as rubies, sapphires and emeralds, they will be in demand. Rare pieces are worth investing in because prices go up fast and at a steady pace. We buy cautiously because when we recommend an item to clients, we also assure them of a good return. Buying is more difficult than selling because you must know how to buy correctly to sell it easily. Our expertise lies in knowing how to buy. Our objective is to make our clients, who have become family friends, happy. We keep in contact with them from generation to generation. As they grow, we grow as well. JNA: How will your children – a new generation of jewellers – make an impact on the company? Youssoufian: In any field of business, you must have knowledge and appreciation of your past before knowing where you stand. A company’s history is important because it will guide your future. While it helps to know your past, new and modern ideologies are also vital to thriving and succeeding. Our children are part of a family of jewellers – they have seen us work and how the business functions. They have also had today’s education. They know all the new technologies and they can use these tools to grow the business to new heights. JNA: Is the jewellery industry on the road to recovery? Youssoufian: From the ancient times, jewellery has always existed. As long as women exist, jewellery will exist. The business will have its ups and downs, just like any economy. But there will always be a market for beautiful, meaningful jewellery pieces. At the jewellery show in Hong Kong last year, we saw a lot of ladies coming in, trying out pieces and just having a good time. This highlights the need to continuously expand and open new markets. Invoice and jewellery box dating back to June 17, 1935 1935年6月17日的发票和首饰盒 Rubellite and emerald necklace by Michael Youssoufian Ltd Michael Youssoufian Ltd的红碧玺和祖母绿项链 Emerald earrings by Michael Youssoufian Ltd Michael Youssoufian Ltd的祖母绿耳环 All images courtesy of Michael Youssoufian Ltd 所有照片由Michael Youssoufian Ltd提供
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