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| Opals Australia |
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| Building Confidence with Unique Branding |
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To many people, Opal jewelry is considered old fashioned and its designs unimaginative. Opals Australia acknowledged that perception and has been working its magic on this often misunderstood gemstone by breaking through the limitations of existing markets with innovative designs, create a new sensation for both buyers and end-consumers.
Opals Australia was established in 1929 and has been a premier manufacturer of Opal jewelry for over 75 years. In 1978, Opals Australia was acquired by Opal House Ltd, targeting the high-end segment of the market. Nowadays Opals Australia has an exclusive range of contemporary and elegant jewelry for all occasions. Its newly launched premium silver Opal bangle range is particularly well-received by its customers.
With a wealth of experience and expertise, Opals Australia has built a strong reputation in the international market. By having Opal House Ltd as sourcing and manufacturing partner, Opals Australia has been able to maintain consistency in price, quality and quantity for its Opal products, typically the biggest challenge in the Opal industry.
Facing keen competition within the jewelry industry, Allan Cheng, director of sales of Opals Australia has been devoting much time and efforts into building up Opals Australia as a distinctive brand. This involves providing his buyers with value-adding services including shop and jewelry showcase furnishings and other point of sales materials. Training and marketing material, publicity generation and professional advice to individual customers are also provided.
Allan explained, “Opal is a unique gemstone. High quality Opal jewelry is not only gorgeous in appearance; it is also an expression of exquisite taste. We believe there is genuine growth potential for Opal in the jewelry market.” Going forward, Allan hopes that buyers and end-consumers could develop a better understanding of Opal through education, thus enabling them to build confidence in Opal. He also commented that Opals Australia is looking to tailor jewelry designs for specific markets. Presently, Europe and the USA represent its biggest markets, with strong interests from emerging markets such as Russia and the Middle East.
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