Fashion jewelry exporters reject Cebu branding

While other export sectors rely on branding to keep afloat in the international market, the fashion accessory exporters think otherwise, believing such concept will not work.

Instead, makers of high-end fashion jewelry items considered that individual branding could make it to the international market.

Avatar Accessories Inc. managing director Gil "Butch" Carungay said competition now is at the highest, and at its toughest, pursuing an industry-wide branding may not be effective as each company has its own niche that could attract different levels of consumer segments.

"Cebu, branding? It won't work," Carungay said emphasizing that individual branding just might be more effective. He is joined by other fashion jewelry makers in Cebu such as Ferimar Import Export, Vanya Creations, Pan Arts Corporation, JimCastler International, TouchWood, and All Naturals Export Corporation.

This team of fashion jewelry makers is the most active exporters to market their products abroad, spending at least P8 million a year per company for global marketing exposures through participating large exhibition shows.

Each company spends at least P1 million for every participation of international shows. In a year, the group participate eight shows particularly in Hong Kong, Paris, Moscow, among others.

"Constant exposure to the international market is very important for us," said Ferimar Import Export president Iris Fernan-Arcenas.

These fashion jewelry exporters are being helped by the European Chamber of Commerce in the Philippines (ECCP) join several high-end exhibition shows especially in the European countries, through ECCP's exhibition organizing arm Fairs&More.

Last year, Carungay's Avatar brand brought honor to Cebu and the Philippines by being one of the recipients of the prestigious Etoiles de Mode award at the Bijorhcha Eclat de Mode held in September 1-4 last year in Paris, France.

Bijorhca Eclat de Mode is the leading fashion and designer jewelry show in Europe where selected Philippine fashion accessory companies exhibit to benchmark themselves among the best in the world.

Eclat de Mode is maintaining its growth and its position as a fashion and business show where "know-how", manufacturing quality and a selection and diversification of original designs and creation are the major criteria for acceptance as an exhibitor.

Carungay reiterated that companies should pursue their own branding efforts, rather than pursue the "Cebu" branding bid, as each company has its own style and marketing approach.