Feminine Jewelry gears up for growth

Bracelet with Heritage Bead silver charms featuring traditional Thai ka-nok patterns
by Feminine Jewelry Co Ltd
Thailand's Feminine Jewelry Co Ltd is eyeing international expansion for its wholesale and branded silver jewellery lines. The manufacturer specialises in hobby jewellery such as charms and beads as well as silver items for daily wear, often adorned with cubic zirconia, enamel and/or coloured gemstones.
"We do good business in North and South America and I would like to tap China next. Given our strong capabilities in design and production, we should be able to meet the manufacturing requirements of the Chinese market," says director Kik Sopchokchai. "Our expertise in OEM business has been proven time and again, but our designs are also quite impressive. Our development team is very talented and we’ve been able to come up with unique mechanisms in silver."
Silver jewellery by Feminine Jewelry Co Ltd
Another facet of Feminine Jewelry that is poised for growth is its brand Moress. Offering charm bracelets and personalised jewellery, it has 10 stores in Thailand and is carried by around 15 stores in Europe, particularly the Czech Republic.
Moress creative director and project manager Som Sopchokchai says: "We intend to expand into the UK in the second half of the year and bolster our presence in the US, which we entered in 2011. Our plan for the UK is to set up a Moress branch/head office to handle sales support and stock control for the European market."
The company will reinforce Moress' expansion by participating in trade shows in the UK, Germany and the US. Opportunities could also arise in Germany, Italy, France and Denmark, Som adds. She is also targeting to have at least 30 points of sale in the Czech Republic by year-end.
Silver charm bracelet and gift box from Moress by Feminine Jewelry Co Ltd
Launched in 2010, Moress has eight main collections including the Alphabet, Genuine Stones and Zodiac lines. New designs are introduced every month. The brand also enables customers to personalise their necklaces by selecting their preferred charms as pendants.
"We appeal to women who love fashion, accessories and silver jewellery. They are most likely already purchasing from Pandora, Thomas Sabo, Swarovski or Links of London. Moress is an additional brand they can start collecting," Som explains.
Feminine Jewelry is actively seeking distributors for its brand. The starting package for Moress costs US$1,100 and includes packaging, marketing materials, displays and an assortment of brand beads and bracelets, says Kik, who notes that China also holds good potential for the brand.

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