Since 1973 Yoko London has evolved to be one of the world’s most recognised pearl jewellery brands well-worn by celebrities including Michelle Obama and Lady Gaga. Hong Kong Jewellery talks with company CEO Michael Hakimian on the brand’s success.
HKJM: Hong Kong Jewellery
MH: Michael Hakimian HKJM:
HKJM: What is the core value behind the brand?
MH: Being the best – working with the best pearl farms around the world to source the brightest, biggest, most unique pearls possible. We pride ourselves on having some of the world’s rarest pearls in our collections. HKJM: What is your secret to sustainable development despite global difficulties? MH: I truly believe that hard work and an appetite for success are vital. There is definitely a certain passion which comes with being a family business, the reigns have been passed down, generation to generation, and there is a great sense of protectiveness and of course responsibility that we all feel to the brand.
Although this loyalty to the company plays a huge part in the development, I also think our ability, as a team and brand, to adapt and change course at short notice has also set us in good stead. We have seen the economy go through turbulent times over the years, but due to this ability to adapt we have been able to navigate it smoothly, if something is not working we move on. It is as simple as that; there is no point dwelling on something that does not work, onwards and upwards.
HKJM: How is the recent development of the pearl industry?
MH: The pearl industry is going through a hard time, we are seeing less and less oysters, which means less cultivation and eventually this leads to less pearls. However, Yoko London has 45 years of experience, and over these years we have built up very special relationships with pearl farms from all around the world which means we can still source the best of the best for our customers.
HKJM: Do you observe any changes in customer preferences or taste for pearls?
MH: Trends come and go in the pearl world, just as you would expect, but one thing that I have noticed is a shift to wanting the absolute best. The wealth of information available to a consumer nowadays is endless, and with that comes a more considered and knowledgeable buyer who wants the finest products. This works wonderfully in Yoko London’s advantage – when a consumer knows how to spot the best, and you only work with the best, then that creates a partnership that is going to thrive.
We continue to see consumers discovering us in new ways such as on social media and using these outlets to purchase pieces. In order to keep up with this area of growth we have been working on a stunning new website, which will launch early this year.
HKJM: Yoko London is a frequent award winner. What are the brand’s design features?
MH: We won the Couture Design Awards a few years ago, which was an honor, being singled out at a show as amazing at as Couture was a real moment for Yoko London. We also won the JCK Jewelers’ Choice Awards for three years in a row, which was huge for us.
The design feature that really sets us apart from the crowd and is synonymous with Yoko London is our graduated pieces. Fading from one tone to another, these necklaces can take years to create as we have to find pearls that fit just-so.
HKJM: Yoko London is well-loved by celebrities. What is your successful branding strategy?
MH: Michelle Obama, Celine Dion and Beyoncé are among the amazing women to have worn our jewellery, which is absolutely incredible and humbling at the same time.
At Yoko London we work in a very fluid way rather than putting fixed plans in place for the next six months, assessing everything that comes our way and molding as necessary. When a great opportunity is presented to us we go with the flow and see what happens and it has taken us to amazing places.
HKJM: What are the pearl jewellery trends for 2018?
MH: I expect to see longer lengths, more extreme graduation and lots of layering. By mixing small and large pearls I think that consumers will want their pieces to be more adaptable so that they can be worn differently at different times.
HKJM: What are the plans for the 45th anniversary?
MH: 2018 is already looking to be very exciting, we will be showing our pieces at various shows around the world as usual, and launching our brand new website. We hope to do something a little special to celebrate hitting such a milestone. But for now that is hush-hush I am afraid.
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