MARKET INTELLIGENCE 市场情报 JNA July/August 2024 | 61 “Buyers are on the lookout for top-quality products nowadays. If you are selling gold and diamond jewellery, you must offer the best quality to stand out from the rest,” Neuner said. “We missed buyers from Arabian countries and Israel because of ongoing uncertainties, but we see solid demand for gold jewellery from the Turkish market.” Colourful pieces Colourful jewellery remains trendy as well, according to exhibitors interviewed by JNA. Ilham Nurad, owner of Dapprima Jewellery of Turkey, said coloured gemstones are becoming more popular in the Middle East, which is the company’s major market. Dapprima displayed its new collection of jewellery pieces adorned with an array of coloured gemstones such as lapis lazuli, onyx and agate, among others, at IJS. Meanwhile, gold jeweller Kurtulan offered a collection of 24-karat gold jewellery embellished with sapphires, rubies and emeralds. “I think 2024 will be the year of coloured gemstones,” remarked Ismet Naci Kurtulan, CEO of Kurtulan. “The show was slower than the previous year in general, but not for us. Our business is doing well because customers appreciate our handmade jewellery pieces and unique designs,” he continued. Unique and affordable Ali Karaahmetoglu, foreign trade specialist of Piano Very Jewellery, observed significant changes in consumer habits over the past 10 years. He said, for instance, clients used to make relatively large purchases twice a year but now, they would buy more frequently and spend less on each order. Karaahmetoglu noted, “They seek something different and more competitively priced.” To cater to evolving buying preferences, Piano Very Jewellery focused on developing products that are lightweight, more affordable and fashion-forward for daily wear. These products moved fast at the show, shared the company official. Piano Very Jewellery specialises in gold and diamond jewellery as well as piercings, with main clients from Europe, the Middle East, South America and Canada. Veli Gelir, director of Veli Gold Kuyumculuk, also noticed a rising demand for lightweight gold jewellery. He said, “Our electroformed jewellery pieces, particularly pendants and chain bracelets and necklaces in 18-karat gold, moved well as these come in bolder designs and are more affordable and lightweight." Meanwhile, Gizem Karisik, co-founder and creative director of Mist Jewels, said jewellery pieces that offer a compelling story are also sought after. Embracing this trend, Mist Jewels unveiled the Tarot Card Collection with eight tarot card pendants, namely The Sun, The Moon, Strength, The Lovers, Wheel of Fortune, The Star, The Magician and Justice. “People want to feel special when wearing jewellery. They are drawn to the stories and the passion behind the designs. They are also captivated by the symbolic meaning associated with the pieces. For example, wearing a particular necklace is believed to bring good luck,” she explained. Mist Jewels offers a wide range of gold, silver and gold vermeil jewellery and piercings in chic and minimalistic designs. Its primary markets are the US and Europe. Stable business Majority of exhibitors interviewed by JNA said rising gold prices, which stood at US$2,348.25 per ounce as of May 31, 2024, could be an advantage for jewellers as people are buying more gold jewellery for investment purposes. They also expect the jewellery business to remain stable amid global uncertainties. “Although we are facing several macroeconomic and geopolitical challenges, our jewellery exports continue to increase,” said Sirzat Akbulak, manager at the Turkish Jewellery Exporters’ Association. “Our members can survive such difficulties, thanks to our association's strong international connections and business ties with chain stores and brands around the world.” Akbulak said the association expects Turkish jewellery exports to reach US$12 billion in the next five years, from US$7.6 billion in 2023.
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