Macao’s unique blend of Western and Eastern cultures creates a rich environment that allows locally based enterprises to thrive alongside the international brands seeking to establish a presence here.
In this edition of Macao Image, we meet the driving forces behind the home-grown company to find out about their business, and discover flourishing luxury goods brand. First, we profile a young jewellery brand that is forging a foothold.
A bright red, hand-woven bracelet decorated with golden charms is the most recognisable of the products designed by Annabella Jewellery Co. Ltd. As a young jewellery brand in Macao, Annabella Jewellery brings a new look with its products, through a subtle yet stylish use of 3D gold craft and designs. The brand is gradually carving its very own niche in the competitive market for jewellery.
The brand was founded in 2016 and began doing business in a small shop in a high-rise building. It has now expanded to four branches at street level in Macao and in the neighbouring city of Zhuhai, in Mainland China.
Effective advertising and a reputation for trustworthiness have enabled the company to elevate its business practices to meet standards at home and abroad.
Ms Anna Chan, Director of Annabella Jewellery, who founded the company, is proud of what has been achieved so far. “Every piece of jewellery is a loving gift to deliver a message from its sender to its receiver,” Ms Chan told Macao Image. “We are doing our best to create and deliver the best possible options for our customers to have a unique shopping experience with us.”
Products of distinction
There are three elements to Annabella Jewellery: pieces made for infants and older children, pieces made for young people, and pieces made for the mature wearer. The company regularly puts out seasonal collections of new designs.
Ms Chan said designs bearing representations of the animals of the Chinese lunar calendar, constellations and other lucky charms are offered for sale every Lunar New Year. “For special occasions such as Mother’s Day, we always have theme-based designs, while staples such as alphabetic initials are available all year round,” she said. “Once our customers decide on the main piece, they can work around it to personalise the pairing and overall design of the final product according to their preferences, so that every piece of jewellery can become one of a kind.”
The company’s creative pieces are conceived and crafted by a team of professional designers. Ms Chan said every prototype was handcrafted and a mould of it made for mass production of the design. “It takes at least around a month until a certain mould is ready and we are able to proceed with mass production,” she said. “We make sure every detail is in place.”
Annabella Jewellery aims to make products that suit all budgets, so some of the gold jewellery it sells is surprisingly inexpensive. While the more glamorous designs can lighten your pocket by MOP10,000 or more, simpler pieces can cost as little as MOP499.
The brand’s products have drawn the interest of shoppers in Macao and now the company wants to attract customers beyond the city’s borders. “We have been putting a tremendous effort into systematising our product sourcing, our in-house operations and retail platform, as well as upgrading our sales experience at the shops and training professional sales associates,” Ms Chan said. “By aligning and standardising every aspect of our business, we maintain a unified operating model that will allow us to franchise our business in the Guangdong-Hong Kong-Macao Greater Bay Area, or even other places.”
Ms Chan believes preparedness will give her company a better chance of taking any opportunities that crop up. She said laying the foundations correctly today would surely allow her to build a more successful business tomorrow.
If you are interested in meeting with the enterprise mentioned above, please contact "Macao Ideas" 's staff during office hours.
Ms. Cheang +853 8798 9707
Ms. Chong +853 8798 9739