Young buyers prefer customized jewelry

CEBU, Philippines — Along with the changes in market preference, fine jewelry demand has evolved into customized pieces.

Cebu-based fine jewelry retail chain Oro China Jewelry noted the shift of fine jewelry preference especially among the younger breed—from the traditional pre-designed pieces to customized jewelry, said chief executive officer (CEO) Jennifer Ty.

In an interview with Ty, she said customers now buy a piece or sets of jewelry with their own design.

Ty observed the market shift as customers want to put personal touches in their jewelry investments, such as put their names on it, signature, put something with their own penmanship, among others.

The Cebu-based fine jewelry retailer, which has a total of 30 outlets nationwide, has already catches up with the market, with its strong presence online.

In the last 53 years, the brand was able to carve its name in the annals of craftsmanship and versatility.

Recently, the company introduced its new brand ambassador, actress Iza Calzado-Wintle during the launch of its 2019 Holiday Collection.

Aside from growing customers who prefer customized jewelry pieces, Ty also said that buyers who consider jewelry as an investment are also growing in numbers, now including young professionals.

Jewelry as an investment is gaining ground. Young people are also becoming aware of the high value appreciation of fine jewelries, compared to other investment instruments.

Meanwhile, the strong commercial hype of branded fashion jewelry, which are priced more or less the same with the real ones, prompted Oro China boost its effort in educating the market the benefits of investing into real decorative art.

Oro China started as a small store in downtown area Cebu in 1967. Now it has branches all over the country.