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| Diamond Collection Limited |
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| Aim at Excellence, Work towards Perfection |
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There are two conventional ways for interested individuals to join and serve in the jewelry industry. One is to take over from family business while the other is to work in a jewelry company as apprentice being referred by friends or relatives. Pat Tse belonged to the latter case. He began his career as apprentice jewelry designer for a jewelry company in Central at the age of 17. During the course of his apprenticeship, he learned a lot of jewelry know-how from the manufacturing process in the workshop and thus enriched himself. In 1999, he set up Diamond Collection Ltd. Apart from engaging in diamond business, the company specializes in manufacturing and wholesaling karat gold jewelry mountings.
Presently, the company has a staff of nearly 170 in Hong Kong office and China factory. To enhance its competitiveness and lower the production cost, the company has its own China factory in Zhongshan. Its in-house professional design team launches an average of 10,000 new designs a year so as to meet different market needs and provide tailor-made service to its customers. Its products are targeted at medium-priced market and are sold to the USA, the Middle East, Europe, South East Asia and Hong Kong. Major customers are retailers and wholesalers from all over the world.
Looking back on the very beginning when the company was first established, Mr. Tse experienced the Asian Financial Crisis. In order to widen customer base; keep pace with the market trend and better understand customer needs, he expanded his existing retail sales network. Later in 2003, the company overcame the difficulties due to the outbreak of SARS. This proves that expanding the retail sales network is the right strategy to employ and the company continues to move towards this direction.
DIY jewelry has recently been gaining popularity. Customers make their unique jewels from materials purchased with mix and match. The benefits of doing so include economic concerns for design, diamond, mounting and setting; and the satisfaction of creating something enjoyable, flexible and self-made. For realizing it, customers can directly buy mountings and diamonds from the company, and its stone-setting can be provided upon request. These favorable factors are not only encouraging, but also boosting the sales and customer base.
Looking ahead, Mr. Tse has great confidence in the Hong Kong jewelry industry. The company will not only launch fashionable and quality mountings in karat gold for meeting different markets, but also hope to strengthen the company’s position in market. In addition, the company will actively participate in various jewelry shows for exploring more overseas markets; understanding customer needs better; launching new designs and meeting the needs of different markets. He believes that more overseas customers are attracted, thus helping to enhance company’s export business.
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