焦点 JNA September/October 2022 | 13 Gold necklace by Shenzhen Ganlu Jewelry 黄金项链，甘露集团出品 gem-set jewellery, and more than 2,800 retail outlets worldwide. Nancy Wong, executive director and deputy CEO of Lukfook, remains upbeat about post-pandemic prospects. She shared, “Once the situation in China stabilises, we expect consumer demand to recover strongly. Without overseas tourists, local consumption is powering the Chinese economy.” Rising demand for lighter, daily-wear luxury jewellery is a potential source of growth, noted Wong. Consumption patterns have likewise changed, with more customers becoming more accustomed to online shopping. The overall online penetration rate in the industry will continue to increase, revealed Wong, adding that the market will see more companies using combined online and offline sales strategies. Younger buyers meanwhile are looking for diversified products. In response, Lukfook has developed innovative and trendy sub-brands and product lines to cater to customers’ varying preferences and further strengthen its market share. An example is the Code of Light diamond ring, which uses light and shadow effects to project words in the gift box. This was specifically designed to meet younger consumers’ need for unique products. The company’s NEW 365 concept, which involves unveiling a new jewellery piece every day, is also proving effective. Personalised, uber-stylish and cost-effective silver jewellery has also become popular among young people. Lukfook launched the Silververse series to meet this emerging demand. In 2021, the company opened independent stores and in-store shops for Lukfook Joaillerie, which targets the upmarket jewellery consumer. It provides a wide selection of high-end and award-winning jewellery pieces. The company has so far opened more than 100 sub-brand stores, providing different product lines, disclosed Wong. Diamond products meanwhile remained popular even during challenging times, which was evident in the strong demand for Lukfook’s diversified diamond jewellery offerings. Wong noted, “We are always determined to expand our products and provide customers with more choices. In addition to our own design and production, we also cooperate with Italian fine jewellery brand DIRCE. We have also collaborated with the Dunhuang Museum to launch licensed products based on Chinese culture and art.” Shenzhen Ganlu Jewelry Co Ltd, a major player in China’s jewellery industry, also offers an expansive range of products, with categories covering k-gold, diamond setting, platinum, gold, enamel and high-end jadeite. Gold jewellery is gradually shedding its “traditional” reputation as younger buyers start posting trendy gold jewellery on their social media platforms. Gold earrings by Mingr Jewelry 黄金耳饰，日月行出品
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