Posts Tagged ‘Jewelry Trade Mission’

No Such Thing as a Stupid Question about Silver? (Part 5)

Tuesday, January 18th, 2011

To Our Readers,

Thanks for being such loyal and diligent readers of this blog. Over 15,000 of you left comments — some were even positive – and the experts say about 15,000 have read the posts. WOW!

We are simply trying to describe the life of a global silver jewelry buyer without putting you to sleep – trying to make the process, the characters and the countries interesting.

However, some of you, (Robert, Symantha, Yaun and a handful of others), have asked Jan Brassem, (the author),  for more detail. So, with the risk of putting you to sleep, or worse, loosing you as readers, we have decided that the next two or three blog posts will go into the details of negotiating with foreign manufactures for the best price, terms, delivery and quality.

We’ll make this first post a little shorter. The rest will be normal length. We hope you find this entire negotiating process interesting.

We would love to know what you think.

Brassem Global Consulting.

 

 

I arrived in the Peninsula’s dining room at around 7:15 Monday morning. I was ready to do some business.

The Brad Pitt look-alike, Ricardo Mummitti, the somewhat challenged Assistant Sourcing Manager from my office in NYC, arrived a few minutes later.

He sensed my annoyance. “Sorry to be late. I still haven’t adjusted to the time difference. My wife called me at 2AM. Tough getting back to sleep.” I nodded.

“No problem,” I said. “That happens when your wife doesn’t know the time difference.”

“Did you see the sights on Sunday?” I asked.

“I walked the streets Saturday night – couldn’t sleep. Bought lots of junk – er, souvenirs — at the all-night flea markets.”  He reported. “Couldn’t stay awake Sunday afternoon. My body clock is all screwed up – just like you warned me on the plane.”

After a big buffet breakfast, (we wouldn’t have much time for lunch – and the food is very expensive at the Exhibition Center), I told Brad what I wanted to accomplish at the fair.

“Susan, (Brad’s boss in the US), made our first appointment with one of the best silver jewelry manufacturers in the world; Pointers Manufacturing. They have a sales office in Hong Kong and a big plant in China. Probably 2,000 to 3,000 workers.”

“How did she make the appointment,” Brad asked. (I told you, dear reader, that Brad is somewhat challenged.)

“She emailed our contact at Pointers for the appointment. Mr. N’gai also happens to be the owner,” I replied. I was trying to be patient with Brad. Patience, as you may have noticed, is not my strong suit. (The picture on the right is Mr. N’gai.)

Before we start looking at Pointers’ silver jewelry line, I told Brad, we will discuss – in detail — next years’ merchandising and growth plans with Mr. N’gai and his GM Bonnie Lee.

Since their merchandise appeals to our customer base, our two companies have become very close. We trust them and they trust us.

Pointers comes out with about two hundred new styles four times a year, so there should be plenty of samples to select. Since Susan thinks the ‘big-n-bold’ look will be “in” this year, we will look for that kind of styling.

I asked Brad to help in the selection process as long as the styles, after our required mark-up, meet our customers’ expected price-point.

I would mention to Mr. N’gai, confidentially of course, that we will be opening several new stores next year. Since we will probably be placing a bigger order than normal, I will carefully ask him if he could extend our payment terms for thirty extra days. He will quickly agree.

We left the hotel and walked to the Star Ferry that will take us to the Exhibition Center. We are entering the world of global sourcing on a grand scale.

See you on the Star Ferry in Hong Kong’s famous Victoria Harbour. As you can see from the picture, (on the right), we’re already on board waiting for you.

Brad Pitt & Frankenstein. Sourcing Silver Jewelry In Hong Kong: Part 4

Thursday, January 6th, 2011

(more…)

Sourcing Silver in Hong Kong with Brad Pitt: Part 3

Friday, December 24th, 2010

But wait, we’re getting ahead of ourselves. Keep in mind, the bullet-train’s windows only give a few snap-shots of Hong Kong. The history or the city goes deeper. (Duh!)

Don’t forget, I’m on a buying (a.k.a. sourcing) trip for my New York-based silver jewelry company. (That’s right, I’m a Noo Yawka). I’ve asked the company’s Product Development Officer, Susan, to join me. She declined — some lame excuse about being eight and a half months pregnant. She suggested I ask her second in command, Ricardo Mummitti. I asked. He accepted.

Ricardo a young 32 year-old, single guy, looks a little like Brad Pitt but with an Ed Norton brain, (remember Jackie Gleason’s Honeymooners? If you don’t, your Dad will.) There’s another problem with Ed; he’s a New Yorker too, having never been outside the Bronx or Manhattan. When it comes to sourcing, he’s a ‘rookie’ – with a reputation of asking irritating questions.

Back to Hong Kong. Without going into too much detail, Hong Kong was, until recently, a British possession. So, English is the ‘second’ language, after Chinese Cantonese. Mandarin is the other Chinese language, but only spoken on mainland China.

Nevertheless, the city has a wonderful mix of Chinese and British culture. Many British investment banks, and their English executives, keep the ‘old-school’ British traditions alive – lunch clubs, three-piece suits, lawn tennis and all that.

All told, Hong Kong is clean, orderly and modern.

But, the Chinese culture still has the upper hand. The appearance of the streets is clearly Chinese, (see the picture on the right). As a matter of fact, tea, the Chinese version of American soft-drinks, is sold in tea parlors on almost every corner. They remind me of New York’s pizza shops.

There are even some subtle signs of American culture. McDonald’s – believe it or not — has a large restaurant near the Star Ferry Pier, a landmark in Kowloon.

All told, Hong Kong is clean, orderly and modern.

 On the train, we were sitting next to jewelers from Mumbai, Istanbul and Vietnam, all headed to the fair.  

No matter how hard he tried, Ricardo’s head was spinning; his eyes couldn’t keep up with the sights — the train was moving too fast. After a while, he lost interest or he got a headache – or both. He started with the questions.

“What’s on the other side of the harbor?” He asked.

I answered as simply as possible. Hong Kong is really divided into three parts: Hong Kong Island, (called Hong Kong), Kowloon and New Territories. People mainly live in Kowloon, along with some stores, small factories and hotels. My favorite institution, The Hong Kong Museum, is in Kowloon too.

New Territories is full of tall apartment buildings to accommodate the flood of people arriving from mainland China.

Hong Kong is an Asian center for banks, brokerage houses, foreign embassies and such. Government offices and the Hong Kong Convention & Exhibition Centreare there too. There’s a lot to do and see in Hong Kong Island but, I told Ricardo, explore the sights on your own time.

Ricardo chimed in. “I’d like to email my babe”, (New York translation: girlfriend). “ What hotel we staying at?”

Although there are hundreds of marvelous hotels in the city, I told him I had made reservations at the world-famous Peninsula Hotel. The place is very expensive, but arguably the best hotel service in the world. Among other things, each floor has a butler so chances are your bags will be unpacked before you reach your room.

“If the hotel is so expensive why not go somewhere cheaper?” he asked

Well, during WWII, Hong Kong was occupied by the Japanese. My uncle was a Dutch soldier, captured and interred, (and died), in The Peninsula — then a Japanese POW prison.

Staying there makes me – err, emotional. Maybe the room I’m staying in will be the cell he died in.

“Okay Ricardo”, I said in my deep executive voice, “No more questions. Let’s start thinking about the fair and what you’ll be doing there. Let’s make the company some money.”

“Now starts the business of sourcing globally,” I told him. “You might even learn something.”

To be continued…

A Little Housekeeping….

Tuesday, November 23rd, 2010

I really appreciated the 9,500 comments you have written on this blog – that’s not counting the thousands of spam comments I  deleted. I’m not sure how many have read the blog but I assume it’s more than 7,500 – I hope.

As most of you know by now, I  am Jan Brassem, a silver jewelry-sourcing guy, who likes to write. But, now I’m not so sure. I might just be a writer who happens to be in the silver jewelry business.

I started writing professionally about 2 and a half years ago and now write for seven global trade journals, (you guessed it — on jewelry, duh.)

 Please keep the suggestions coming. We all benefit and the posts will more fun to read.

Of all the writing I do, writing for this blog is the most fun. I also enjoy reading your comments, even the negative ones. Many of your suggestions are great – especially the ones requesting more pix’s and videos. Will do!

A few of you have suggested that we get into more sourcing detail when dealing/negotiating with factories. We’ll start doing that with the promise you don’t fall asleep while reading that process. It can sometimes be booooring!

Anyway, we thought this would be a good time to respond to your comments and so we’re all on the same page..

• Please keep the suggestions coming — I read ‘em all. We all benefit and the posts will more fun to read.

• Please don’t forget our goal: To write about the life of a global jewelry – or any product — buyer. The job is not always peaches and cream. There are risks, sometimes even life and death risks. (Mexico and Bali are good examples.)

• Several of you have commented on our RSS Feed which doesn’t always work. That’s simply because – being tech-challenged – every time I edit a post and open WordPress, the RSS gets goosed and in turn, messes your Feed. Sorry!

A little late, but I’m simplifying the editing system.

• Many of you asked if I like the blog system we use. WordPress is great and especially simple to navigate.

• Several have asked if it’s okay to use part – or all – of one of our a posts. The answer is a resounding YES. Please just mention the site (BrassemGlobalConsulting.com) somewhere.

• Others have suggested we place ads on the site. Great idea…..but how do we do that?

• Finally, we are not sure what you like better: The serial posts, (i.e. Bali and Mexico) or the single-topic posts, (i.e. Hong Kong, China, silver). Please drop a comment and we’ll adjust.

Okay, the housekeeping is done. Now, on to Thailand. See you in Bangkok next week.

Silver Sourcing in Mexico: Brooklyn in Taxco: (Conclusion)

Wednesday, November 17th, 2010

We were back in Brett’s (the Brett Favre look alike), big black Mercedes. Instead of the open road, we were now driving in Taxco’s dusty, narrow and crowded streets. There were no street signs – not that a street sign would have made much difference.

A Map of Taxco

Our Asian-based agent scheduled an appointment with Santiago Manufacturing and Wholesale. SMW was supposedly Taxco’s largest (and only? I asked myself), silver jewelry manufacturer.

The agent ‘told’ me — via email – the factory is owned by a Brooklyn emigrant who moved to Taxco 20 years ago. At last, someone to talk my language. I am, after all, a Noo Yowka from the Bronx.

SMW looked promising. A Taxco silver jewelry factory, owned by a man from Brooklyn, seemed a little incongruous, but stranger things happen.

After about ten minutes, Brett started talking – in Spanish – to our flirtatious bodyguard, the Tony Soprano look-alike. Both were in the front seat. After about 20 minutes, it was obvious we were lost. Both were pointing at street corners and shouting. Susan muttered something about Abbott and Costello.

We passed a big open lot. Two police cars with several people were milling around in a far corner. “What’s happening over there?” I asked. I knew the answer but didn’t really want to know.

“You’re not going to like the answer. Probably another killing,” Tony said to Susan and me. Brett had seen this before.

Susan exhaled, saying something intelligible. I rolled my eyes and swallowed. “Was that on the itinerary?” I was trying to be funny.

Brett yelled, “Echar una Mirada a.” He pointed to a large, castle-like house perched on a hill about two miles away. Tony looked at a map and agreed. They – seemingly – had found the SMW. Finally! Susan rolled her eyes.

The extremely narrow – a cliff on one side, a steep embankment on the other — rocky, dirt road led to the front gate. An armed security guard, checked his clipboard, let us in.

 

We drove into a tiled circular driveway with an ornate fountain in the middle. The entrance was breathtaking. Colored tiles, pink stucco walls, palm trees with a hacienda right out of a Hollywood western. Is that John Wayne?

The Mercedes stopped at the hacienda’s entrance. Out walked Harvey Goldbloom, attached to a big, ferocious-looking Doberman Pincher. Uh ho, Susan was scared of dogs – especially Dobermans. Brett got out and opened the car door for Susan. No one held the door for me – humph.

Harvey looked – to me anyway – like Mark Twain – big white mustache, white shock of hair. You get the image. Mark tried to calm us, especially Susan “Don’t let Arisco fool youse. Once he accepts youse, he’s like a puppy.” Arisco started sniffing me – satisfied – and moved to Susan. He sensed her fear but after a growl from Mark, slinked away.

“Welcome to the Goldbloom Hacienda. Youse must be Susan and Jan,” Mark stuck out his hand. “I is glad your Hong Kong agent suggested you stop heea. I’m sure you’ll like our silver jewelry collection.”

Oh, I forgot to mention, Mark’s grammar was awful, like most people with a third-grade Brooklyn education.

“We’re glad to be here.” Susan responded.

“May I introduce my wife, Regina,” He pointed to a young, attractive Mexican woman. “We gonna have lunch, you wanna join us?” I assumed Brett and Tony would wait in the car or join the guards in the kitchen.

We followed Regina to the stunning dining room. Heavy carved wooden furniture here and there, tiles of all colors on the walls. Orange tiles covered the floor. Large indoor plants in the corner. Wow!

And huge open windows – the Taxco version of air-conditioning.

Susan and I sat across from Mark. Regina and a cook/maid/baby sitter served us. Susan and I pretended we were accustomed to the cultural differences.

Mark started the conversation “Me fadda started da business 20 years ago but he missed Brooklyn so he moved back ‘bout 10 years ago.”

“So you own the business now?” Susan asked. It was nice to hear English spoken without Spanish or Brooklyn accents.

After lunch, Susan started working. When she saw the line, she was speechless. She placed the largest order of her career.

“Yeah, but I goes back three of fur times a year to take care of da money. Nothin safe in Taxco, banks, dis place or your life.” He got my attention. “Very expensive not good,” he continued. “No matta how many guards, always problems.”

“We do good”, he continued, “Cause we da only factory in town. All dem designers come to us to make their stuff.”

Evidentially, SMW manufactured all the styles the wonderful creations of Taxco’s world famous designers. Mark gave them a small royalty for every piece SMW sold. What a great business model, I thought. No wonder Mark is rich. All designers are afraid to start a factory in Taxco – too much crime and bribery.

“Kind of a one-stop shop”, I suggested. No one laughed.

After lunch, Susan started working. When she saw the line, she was speechless. She placed the largest order of her career. We took a quick tour of the well-controlled factory and saw other silver products SMW manufactured – plates, statues, awards, buckles. If it’s silver, they make it. Oh, don’t tell my wife, but I bought a silver watch for her birthday.

 We left Mark and Regina later that afternoon. There was an illogic there. The Goldblooms are nice people in an unusual position of being wealthy but in an expensive prison.

From now on, Susan said on the way home, I just want to see the SMW line once a year. That works for me, I told her. Less expensive and safer. The trip to Mexico might pay off after all.

Silver in Mexico:Our Guy Noir Bodyguard: (Part IV)

Tuesday, November 9th, 2010

Susan, the professional jewelry buyer, glanced at me over her shoulder. By her expression, she was saying – pleading really — why don’t you negotiate with her. Susan seemed intimidated.

Whether it was Sangria’s good looks, the unusual merchandise, (that’s one of her earrings at right), her smarts or whatever, Susan wanted me do the heavy negotiating. Let’s be honest, Susan won’t be invited to join Mensa any time soon, but she has been buying fine jewelry for years.

But to be fair, I don’t think she’s ever found herself in such a complicated buying – sourcing – predicament as this. Here’s our dilemma.

A)  The seller – Sangria – is a talented jewelry designer without a manufacturing facility.

B)  Her styles – per Susan – would be a big hit in the US as long as the designs are “priced right” – (as they say in the trade).

Holding her powder blue cigarette between her thumb and middle finger, she said she appreciates the wonderful order. “I happy you like my styling,” she continued.

C)  One of the major reasons these beautiful styles haven’t reached our competitors stores — and web sites — is most US retailers can’t — or are afraid to — order small quantities from designers like Sangria. To be sure, they don’t want be out-of-stock of any style, especially during an important buying season.

D)  Sangria would simply give Susan’s US$50,000 order to a motley bunch of local factories.

E)  Having the styles manufactured by 20 local factories can – and usually does – turn into a fiasco. It leads to nothing but unanswered questions. Will Sangria handle quality control? Who checks on delivery schedules? You get the picture.

F)  Will Sangria’s company, handle all these administrative details? Her firm, don’t forget, has just seven employees.

G. Oh, did I mention, the labor cost in Mexico is among the lowest in the world.

I stood up to stretch my legs. I glanced at our Guy Noir bodyguard, the Tony Soprano look alike. He had taken off his aviator sunglasses and lasciviously eyeing Sangria’s assistant. So much for tight security.

To save Susan any embarrassment, I told Sangria I generally handle the shipping and financial details for my company. (Our logo, a cheap plug for my company, is below, on the left.) She turned her attention to me. For some reason, I felt like an Acapulco Cliff Diver ready to take a plunge. I sat down.

Holding her powder blue cigarette between her thumb and middle finger, she said she appreciates the wonderful order. “I happy you like styling,” she continued.

I told her that I’m not sure we will place the order. We want to work with one factory, not twenty.

Sangria chimed in. “My firm will take care of all the quality and administrative details.” She went on, “We normally do this for several of my European customers.” (I didn’t see that as much of a positive endoresement.) “It seems – in some ways – business in  US differ from Europe.”

No surprises there.

I had a thought. I suggested to Sangria that we break the order into a few smaller units, say five orders, each 20% of the total. Once we have tested Sangria’s quality and administrative systems on the first one, we will release the rest in sequence  – one at a time. “Good things happen in phases”, I told her.

“Once we have established a confidence level,” I said, “We will visit you in Mexico often. By that time, we should have developed a strong relationship.” A little incentive for her could benefit us all, I thought.

Will this system work? Your guess is as good as mine. But please stand by.

After Susan finished working on the five orders, we gave Sangria our red QC Manual and what we expect for delivery, communications,  yada, yada.

We were ready to leave. By this time, Tony Soprano was in deep conversation with the homely assistant, (see pix at right.) Seeing that we were ready to leave, he apologized for not being more attentive.

“Fuhgeddaboudit,” I told him. (Yes, I’m from Noo Yawk).

After a friendly good-bye, (a kiss on each cheek), we were on our way to the next appointment. Mexico was growing on us, indeed.

A Note from the Writers: A Brief Intermission on Silver.

Saturday, October 30th, 2010

While we’ve been blogging for only 90 days, almost 900 people have left great comments, (although we erased a few that weren’t so great – for one reason or another).

This positive reception was very unexpected and deeply appreciated. I, Jan Brassem,  now consider them as part of our Blog-Family. We’ll write a fresh blog every Sunday for them and post it Monday.

You could make the blog even easier to read — and more fun — if you could give us your thoughts on making the blog better. Nine-hundred heads are better than say, four, if you get our drift.

Just a few days ago, for example, Rob left a comment that we should make the blog titles more interesting and enticing. Without missing a beat, we’ve changed most of the titles. Thanks Rob.

While we’ve been blogging for only 90 days, almost 900 people have left great comments

Also, please don’t forget to read all the blogs – especially the older ones. (Click on “older entries” listed on the bottom of the last page), or different ones, (click on one of the many “Categories” listed on the top right of the first page).

The next installment on Susan and John’s buying trip adventures — or misadventures – to Mexico follows above. Find out about Cottage Industries.

Bali: Buying Silver Jewelry (Part 2)

Thursday, September 9th, 2010

The sun-lit room smelled like Orchids. My buyer, Susan, and me, Jan Brassem, were sitting next to each other along side a long dark wooden table facing the factory owner.  One assistant was standing behind him while the other rolled in a cart loaded with trays. Each tray must have held at least 100 jewelry styles.

Our first day in Bali was nothing more than a paid vacation. It was finally time to get to work. Susan took out a raft of computer generated sales, profit, style/type reports. She had done her homework.

Like many jewelry buyers, she was under the gun — so to speak. It was time for her to apply her taste, design knowledge, manufacturing know-how, cost breakdown, experience, negotiating skill, financial knowledge, you get the idea. Her work could spell the success or failure of my jewelry store’s season.

Concentration was key. She had to analyze each design, its cost, markup, quality, customer tastes and who knows what else. She asked me – I was just an observer now – not to talk or banter with the owner or flirt with the pretty assistants. Hummphhh.

• She knew what styles, types and price-points our customers preferred.

• She knew what kind of designs, (basic, fancy, ornate, etc.), our customers bought.

She had to analyze each design, its cost, markup, quality, customer tastes and who knows what else

• She knew what margins, (at least keystone), we had budgeted for the season. Susan would look at each style she had ‘pre-selected’, (these were put in a special tray), and once she went through their entire line, she would ‘review’ the pre-selected tray to be sure each design could ‘carry’ the necessary retail price. If it couldn’t it was returned to the cart.

• Known for its special designs, (she had done her homework here too), she selected styles that had the Bali ‘look’. There was no point in selecting styles that could be bought in other parts of the world — or even in the US. We were, after all, trying to differentiate our store from the competition.

Bali styling was indeed unique. Whether due to the island being remote, the silver jewelry artisans having special skills or who knows what, Bali jewelry had two special features.

Classical Bali Chain Bracelet

The first was Bali’s hand-made rope/chain look. Highly labor intensive, (machine made rope/chain jewelry looks like, well, machine made jewelry), the man-made designs were beautiful and unique to Bali.

The Bali artisans were also skilled at carving faces and animals on small semi-precious stones. These faces were then set in silver creating beautiful pendants and brooches. Almost one-of-a-kind works of art.

When Susan finished, (all her choices were now in one previously empty tray), she would total up the cost of her selection. Since she had budgeted a certain dollar amount for each of the four factories we planned on visiting, she could add a few pieces to the tray or take a few out.

The buying process, however, was far from over.

To Be Continued……

Bali: Silver Jewelry & Kites (Part 1)

Wednesday, August 25th, 2010

dreams-kiteA while ago, my silver jewelry buyer and me, Jan Brassem, left New York on a sourcing junket, er, mission, to Bali, Indonesia. We were looking to add some unique Bali designs to our branded sterling silver line and check out Bali’s sophisticated jewelry manufacturing expertise. More on that later.

As you probably know, Bali is arguably the most beautiful spot on earth – considered the Australian Riviera. James Mitchner wrote South Pacific with the island in mind. “No wonder you want to go,” the buyer told me.

Bali is arguably the most beautiful spot on earth – considered the Australian Riviera. James Mitchner wrote South Pacific with the island in mind.

The flight, via Hong Kong, lasted 20 hours. When we arrived at the Bali International Airport, we adjusted to the slow customs check-in. (What’s a computer?) Hurry up and wait, (we’re from New York after all). But we had no choice

Other than that, the airport was bedlam — Bali’s definition of organization. We kept our eyes open and hoped for the best. Exhausting.

We selected a taxi – or rather a taxi selected us – and left for the hotel. Our agent-guide-translator would meet us there. The taxi ride was –well, read for yourself  — and see the YouTube video.

• Kites filled the clear blue sky. Kite flying is Bali’s national pastime.
• Huge, ornate, carved statues guard many street corners.
• There is no speed limit. We arrived at the hotel shaking and in one piece
• The men are handsome, the woman beautiful
• With an abundance of teak, inexpensive labor and cheap land, hotels were all on one level and gorgeous. Never seen any hotel like them.
• There were lots of Australians.
• One negative. While we were leaving, al-Qaeda blew up a local bar frequented by Australian tourists. The island is mostly Muslim.
• Everything, (trinkets, furniture, souvenirs) is teak. Given enough time, (a few days) they will carve anything to your specifications.

We arrived at the first factory early the next day. The rifle toting guard/sentry, after opening the barbed wire-topped gate, let us in. Inside was a bustling compound – a fort of sorts. Much of the factory labor was done outdoors.

We were led inside to a long dark showroom. Everything Teak.

The  Australian owner introduced himself and his two attractive female assistants. The assistants wore typical wrap-around sarongs and spoke no English.

They brought out the trays of silver samples…..We began to work.…..

To be continued…..

China: For the Silver Jeweler it’s Time to Pack Your Bags

Tuesday, August 17th, 2010

Today there are over 250 million jewelry consumers in China, (there will be 583 million by 2025), including the voracious Chinese version of Gen Y. In 2014, China will be poised to overtake the US as the world’s largest manufacturer. China’s currency. (the yuan), has been rising versus the dollar for over a year.

There’s more. Goldman Sachs predicts that by 2050, China will most likely have the largest economy in the world, followed by the US and Japan. Even more remarkable, by 2050 China, and its manufacturing partner Japan, will be the world’s dominant supplier of manufactured goods and services.

China offers an important long-term growth opportunity with implication on your long-term future.

Here are some examples of the Chinese appetite for silver jewelry: The dream-china-us_86204111Chinese economy will grow by 10.1%, compared to an estimated 3% in the US. The Chinese consumer will have plenty of disposable income thanks to the Chinese government’s economic policies.

Jewelry Industry leaders seem to agree and are scrambling to get a foothold. The International Colored Gemstone Association, (ICA), is developing colored stone promotions in China. Not to be undone, the Indian diamond manufacturing association is opening offices in China.

Even non-jewelry companies are going great guns. GM, says Jan Brassem, struggling in the US, had a 2007 sales increase of 35%. China is one of McDonald’s fastest growing markets. Wall Mart is scheduled to open 100 stores in 2010.

It doesn’t take a crystal ball to see the future market opportunity for the silver jeweler, or for any luxury product for that matter. China offers remarkable growth, not unlike the US economy did in the late 50’s and 60’s.

Warning: Silver jewelers that don’t take a vigorous approach to China will face a threat to their very long-term existence. But, how can the uninitiated independent jeweler navigate the bumpy Chinese landscape? What quick and reasonably efficient marketing/sales defensive strategies can the silver jeweler develop? There are many and here are just a few.

“Warning: Silver jewelers that don’t take a vigorous approach to China could face a threat to their…. existance.”

• Web Site. As a first step — a start — one of the easiest and least expensive is to design a web site that appeals to both US, and Chinese, consumers. Have the site translatable to English and both the Mandarin and Cantonese languages. (These ‘Translation’ programs are readily available.) Don’t forget to use a credit card that accepts the yuan.

• Joint Venture. Through any number of Chinese trade associations, (HKTDC, China Trade Center, many others) contact a trade representative (via local call or email) and ask her to put you in contact with a Chinese-based retailer for possible alliance or joint venture. Be sure to do your homework and carefully outline the type, size, region, language and product mix of the potential partner.

• Jewelry Industry Buying Group. Like many diamond and colored stone associations, open a Jewelry Industry Buying Group Office in China or Hong Kong may lead to both sourcing and marketing opportunities, not to mention market intelligence. One US-based Buying Organization has already started the process.

• Attend Chinese Jewelry Trade Shows. Several Chinese jewelry trade associations hold at least seven shows in major Chinese cities annually, (My favorite is the Hong Kong jewelry exhibition). Attending one of these shows may lead to contacts and alliances.

Finally, doing business in China is no longer an exercise in clashing cultures. In reality, working in China is more like doing business in the US than in Japan. Here are a few pointers – a primer of sorts — of doing business in China.

• Chinese politics and politicians are less corrupt than the old days. Technocrats who are smart and well trained now run the government.

• Chinese consumers love foreign brands (including silver jewelry brands), but when it comes to digital technology they still prefer the local variety that caters to local tastes. This was an expensive lesson for Google.cn

• China is diverse, decentralized and fractured. Local retail development means local opportunity – not national. There are few large retail companies so think local joint ventures.

• Lawyers and accountants are required. Since the 1980’s a cottage industry has developed of ‘selling’ relationships. This is an outdated concept no longer needed.

Now that you have embraced the internet, accepted modern marketing and is comfortable with merchandising concepts, it’s time to look east and adjust to an eastern culture.

China offers an important long-term growth opportunity with implication on your long-term future. Developing business relationships in China could be an interesting and enjoyable personal experience. Pack your bags.