MARKET INTELLIGENCE 市场情报 JNA September/October 2024 | 87 We have been seeing an increase in demand for information on the jewellery prior to purchasing such as specific features of the gem or diamond. This indicates that people want to buy something of value. - Andrea Visconti, CEO of Giorgio Visconti Spa “FerriFirenze is known for its one-of-a-kind flexible jewellery pieces. This design component only highlights the fact that our jewellery is handmade in Italy,” noted Callegari. “They are difficult to produce by machine. And this is the main differentiator.” Trends FerriFirenze follows what Callegari describes as a fashion calendar when unveiling new collections inspired by the seasons – spring, summer, autumn and winter. Frequent and consistent launch of new designs keeps buyers interested, noted Callegari. Enamel figured extensively in FerriFirenze’s designs last year and this trend will remain strong throughout 2024. She noted, “We use more enamel in our pieces – pink, blue, lilac, black, turquoise, malachite-green and the blue from lapis lazuli. We have become more adventurous in our choice of colours.” She said a great deal of buyers, who are new to the brand, would likewise request for more affordable entry-level pieces like rings or small pendants. Some of these clients found FerriFirenze on social media, specifically Instagram. Value-added services are also among the strengths of FerriFirenze. Callegari explained, “We put a lot of effort into our lifetime guarantee programmes, private appointments and styling sessions. We take the time to meet clients in person; help them match the jewellery with their outfits. These make a huge difference.” New business Another testament to the changing landscape of the Italian jewellery business is the emergence of new customers. This was evident at an international jewellery fair held in Hong Kong during the first quarter of 2024. FerriFirenze’s Callegari said there is healthy demand for fine jewellery in major markets, including Gulf Cooperation Council countries and the Middle East. Asia is also a top performer, save for China due to the country’s protracted economic slowdown. Chinese buyers have likewise grown reluctant to spending money outside of the mainland. Callegari explained, “We have had several requests from mainland Chinese clients to pay with Alipay or UnionPay, which we were not able to accommodate.” Emerging markets like Vietnam and the Philippines make up for lacklustre sales in China, though. “These two countries were not a market of focus for us,” she added. “Right now, however, the trend remains positive because the decline in demand from China is being offset by sales in new markets.” Meanwhile, Andrea Milano, owner of Piero Milano Gioielli, met first-time clients from China who were looking for gold jewellery at the show. China has a prolific gold jewellery manufacturing industry as well but according to Milano, Chinese buyers were on the lookout for Italian-made jewellery with a distinct, one-of-a-kind design. Piero Milano, which has been around since 1953, has a factory in Valenza. According to the company official, 90 per cent of the jeweller’s production is exported to the US and Europe while the remaining 10 per cent is sold locally. It produces 18-karat gold jewellery with diamonds and coloured gemstones, which comes in a wide range of prices. Milano said Chinese clients favoured companies with the history and tradition of producing gold jewellery not manufactured in China. Buyers are also becoming more partial to classic and conservative designs with a modern touch – a departure from bold, ultra-edgy styles that were trendy in the past. Jewellery shop in Italy 意大利珠宝店 Elena.Katkova / Shutterstock.com
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