The European and American luxury goods market is becoming saturated, China's economy is growing steadily, and the wealth of China's wealthy people is growing faster. All of this has created conditions for the creation of high-end jewelry in China. After years of market cultivation, foreign jewellery brands are not satisfied with the ordinary mass production jewellery market in China, and millions of high-end jewellery customizations have quietly emerged in China in recent years. As a rising star, Chinese local jewellery brands also realize that this is an opportunity to compete in the same field. Playing "personality cards" can just make up for the inherent defects of their "historical tradition". Expensive surface price High-end jewelry customization began in China, and this trend is not difficult to capture. American jewellery brand Tiffany has released its annual precious jewellery collection every year in New York since 1845, and this year it broke the tradition for the first time and set the venue in Beijing. It is reported that Gong Li’s brand necklace, which was worn on the night of the press conference, was worth hundreds of millions of yuan. According to industry insiders, this signal indicates that Tiffany is targeting the Chinese high-end jewelry customization market. French jewellery brand Zhuo Baolai Jaublet entered China in the 1990s and has been selling mass-produced jewellery. After nearly 20 years of market development and brand promotion, the brand finally put its high-end custom jewelry in its storefront exhibition area and launched related customized services last year. In addition, jewelry brands specializing in Haute Couture have also begun to enter China. In addition to foreign well-known jewelry brands, some Chinese high-end brands have also begun to try high-end jewelry customization. The cost ranges from a few hundred thousand to a million, and the top is not capped. From the perspective of pursuing fashion, customizing only the things that belong to you may be more in line with the definition of “luxury†itself: the value of experience is greater than the actual value. From material selection, style conception, design drawing, exclusive production to the final product, people enjoy more psychological satisfaction brought by “specialityâ€.
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