PGI and Lukfook Jewellery Launch "Baby Darling" Collection to Celebrate Motherhood with Fine Platinum Jewellery in China
Hong Kong (May 2019) - The desire to find a more meaningful celebration, coupled with the increasing purchasing power of Chinese consumers, is pushing up the quality of gifts for new mothers and babies in China. This May, Platinum Guild International is partnering with Hong Kong retailer, Lukfook Jewellery, launches the mother-child ‘Baby Darling’ collection. This aims to capture, through platinum jewellery, the joy of the transition to motherhood.
Traditionally, babies in China have been given small tokens of gold, or unbranded jewellery in various metals. Now, spurred on by global trends, and the choices of celebrities and Royals, Chinese families are looking for more exclusive collections of safe, and meaningful gifts. For jewellery, this opens a new window for beautifully-designed, rare and hypoallergenic platinum pieces that are also safe for mother and baby’s sensitive skin.
Following PGI’s consumer study on Global Tribes for Jewellery, key segments of the Chinese consumer market have been identified for this new post-bridal series created especially for mother and child. “After consumer research across regions and segmentations, we believe there is an opportunity among 26 million consumers in China to acquire the perfect gift when celebrating a cherished newborn. Rare and hypoallergenic platinum is the perfect choice and the ‘Baby Darling’ series is a symbolic celebration for wife and baby as they embark on a new adventure in life,” says Platinum Guild International CEO Huw Daniel.
The overall baby market in China is vast and full of potential. According to new research from world’s leading market intelligence agency Mintel, over the past five years, China’s baby personal care market has seen total sales grow at a CAGR (compound annual growth rate) of 19% between 2013-18, to reach RMB9,617 million in 2018 and could reach RMB18,888 million in 2023.
PGI’s proprietary research, conducted by the world’s leader in consumer market segmentation, the SINUS Institute of Germany, has identified an untapped potential for high quality and exclusive contemporary newborn jewellery gifts that are charged with more meaning for today’s discerning consumers. Launched online and in over 1,000 stores by May 2019, the new ‘Baby Darling’ collection consists of matching pendants, bracelets and anklets.
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