In 2015 Shanghai Kimberlite Diamond exhibited in Baselworld for the first time as the largest Chinese exhibitor at the fair, occupying an area of 217 square metres. Having specialised in white diamond jewellery for 20 years with over 700 stores across mainland China, the brand attributes its achievements to the clear positioning and extensive efforts in branding. Hong Kong Jewellery finds out more about its journey of development.
White diamond jewellery specialist
Kimberlite’s vice general manager Diana Yang said: “Our chairman believes in specialisation and professionalism. Perhaps coloured gemstone jewellery or jadeite jewellery is more profitable nowadays, yet in his view we have to make the best of our profession. Therefore we position our brand as a white diamond specialist.” In her view, such a focused strategy rewards the brand by sharpening its expertise in production, quality control, and purchase of raw materials. In 2008, the brand completed its own diamond production park spanning 22,000 square metres in Pudong, Shanghai, covering various manufacturing stages including rough selection, polishing, jewellery design, setting and retail distribution. To refine consumers’ experience, the company also provides life-long exchange services so that customers could exchange their products with items of the same or higher value for unlimited times without depreciation charge in any Kimberlite store or counter within mainland China. In this way, they could always attend to each client’s needs.
Focused marketing
Nowadays Chinese luxury consumers have become more globalised. The national boundary of China’s luxury market is dissolving quickly as Chinese consumers are more enthusiastic about travel than ever. Gone are the days when most Chinese consumers purchased luxury goods as a means to flaunt their wealth. With increased knowledge about brands, they gradually switch to more sensible consumption in that they choose what suits them the best instead of just buying what is the most expensive, explained Yang. To engage with more Chinese consumers, Kimberlite invested tremendous resources on marketing both domestically and internationally. Within mainland China, They have sponsored in countless TV shows, concerts and performances year after year. In 2012 the brand opened a luxury diamond club in the most expensive district in Beijing to reinforce its luxurious image.
Outside mainland China, Kimberlite has established branch offices in Canada and Hong Kong for brand showcase. Furthermore, the brand actively expands its international network by cooperating with overseas bodies including the DTC and HRD Antwerp. They have been a regular sponsor of the HRD Awards and even established solid relationships with the Belgium government and the royal family. In 2010 during the Shanghai Expo, Kimberlite was selected as the official diamond partner for the Belgium Pavilion. The brand started joining the September Hong Kong Jewellery & Gem Fair in 2014 and Baselworld in 2015. By gaining reputation overseas, they hope to catch the attention of more Chinese consumers as an established name. “Within China our performance is satisfactory, yet compared to the big brands we still have a long way to go,” said Yang.
Response to changes
Slump in China’s stocks coupled with the nation’s economic downturn affect jewellery sales especially in the high-end segment while the trend of ‘affordable luxury’ remains robust. In response to this, in September 2014, Kimberlite launched a sideline brand Kellan Diamond that focuses on diamond accessories. In a year’s time the brand has opened over a dozen stores. The two brands have distinct market orientations and Kellan “does not compete with diamond jewellers but fashionable brands”, Yang added.
As with the fast growing online marketplace, does it contradict with Kimberlite’s brand values? Yang said traditionally online sales and luxury products are parallel to each another but the case in China is different from anywhere else as Chinese consumers have far greater acceptance of online luxury purchase, which is why different brands’ take on the issue is different. While Kimberlite does not sell online at the moment, they recognise its significance as a platform for promotion.
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