MARKET INTELLIGENCE 市场情报 JNA March/April 2024 | 43 in the US and China. “Both segments are received well by our clients. Our designs are exceptional, so there is not much competition from other companies,” he noted. “My collections are suited for a wide range of buyers as the designs are versatile.” Especially sought after are Cehverun’s traditional designs in pure gold, inspired by ancient Hellenistic, Byzantine, Roman and Ottoman culture. Various other pieces, meanwhile, take cues from modern design elements. “Turkish jewellers will not sway away from offering traditional/cultural pieces, but we are increasingly selling more contemporary pieces. We have every kind of jewellery – from 10-karat to 24-karat gold,” said Genc. Sejfula Bushi, general manager of ANNDA Jewellery, likewise observed strong fascination for gold jewellery. In ANNDA’s case, demand was highest for 14-karat gold jewellery pieces, driven primarily by consumers seeking a balance between quality and affordability. He explained that 14-karat gold, known for its durability and rich colour, has become a favourite among a younger generation of buyers and in Western markets. Buyers mostly prefer delicate, fine jewellery pieces like thin chain necklaces, stackable rings and small, elegant earrings. According to Bushi, the year 2023 also witnessed significant growth in bespoke and high-quality craftsmanship. “In 2023, our growth was bolstered by the Middle East and North America. These regions showed a strong appreciation for the unique blend of traditional and modern designs that Turkish jewellery offers,” said Bushi. “Additionally, emerging interest from Asian markets, especially Hong Kong, also contributed to our growth.” Lab-grown diamonds One of the pillars of Türkiye’s jewellery industry is the mounting sector and these days, companies are finding fresh possibilities in the emerging lab-grown diamond segment. According to Mustafa Akin, founder of jewellery mounting manufacturer Sade Is Kuyumculuk, the Turkish mounting sector is on a growth trajectory, thanks to solid demand for lab-grown diamonds. This was an important segment for Sade Is. “We experienced a high volume of business in 2022 and 2023. Last year, a critical factor for us was the rise in prominence of lab-grown diamond jewellery,” noted Akin. “The mounting business is benefitting tremendously from this sector.” Akin estimated business to have grown by 30 per cent to 40 per cent in 2023 alone. Among the most highly soughtafter mountings are tennis necklaces and bracelets, bangles and statement necklaces. Majority of Sade Is’ lab-grown diamond clients are from India and the US, and some from Europe. Natural diamond jewellery manufacturers, meanwhile, are regular customers of Sade Is. This segment of the business remains solid and steady, said Akin. Sade Is’ biggest markets are Italy, Belgium, Germany and the Far East, with a major part of this year’s growth strategy focusing on the European market. He added that Sade Is produces 80 per cent of its mountings in 18-karat gold while the rest is in 14-karat gold. “In 2024, we are looking at sustaining this positive momentum,” remarked Akin. Revitalised designs Gold wedding band specialist Tarz Alyans, for its part, attests to the steady growth of Türkiye’s jewellery exports sector. The company has a dynamic customer portfolio, spanning Canada and the UK as well as other European, Middle Eastern and Asian markets. Buyers would opt for anywhere between 10 grams and 20 grams for a pair of gold wedding bands depending on specific preferences, according to Fahri Saygi, export manager at Tarz Alyans. “There are customers who prefer lightweight gold jewellery, too. We have both collections – from lightweight to heavier gold rings,” noted Saygi. “You have to constantly innovate and offer a wide range of products because buyers from different markets will want different items.” India, for instance, would go for heavier rings as it mostly uses 18-karat to 22-karat gold jewellery. Other markets, meanwhile, normally require 9-karat to 14-karat gold rings. Wedding bands by Tarz Alyans Tarz Alyans的结婚戒指 2 Promising new markets, specifically Mexico and Switzerland, among other rising trade partners, that Türkiye is exploring to boost jewellery exports 土耳其正在探索前景广阔的新市场，特别是墨西哥和瑞士等 新兴贸易伙伴，以促进珠宝出口
RkJQdWJsaXNoZXIy NjAxOTU=