Affinity (Jewelry) Ltd
Established in March 2004, Affinity exported
close to US$1 million worth of mostly midrange
costume jewelry in 2005, mainly to the US and the EU.
The company is targeting to expand its market reach
to Asia, Japan in particular. Exports to Japan are
expected to account for 30 percent of total
shipments in coming months.
ODM work accounts for 30 percent of exports and
OEM orders, 70 percent.
Affinity produces about 100,000 pieces of costume
jewelry each month. Ninety percent of these are made
of sterling silver and the rest are copper.
Metal, imitation stones, buckles and machine-made
chains are all sourced locally.
The cost of materials and R&D expense are key
price determinants, accounting for 60 percent and 15
percent, respectively, of total product cost.
In general, low-end jewelry in simple designs,
fewer stones and lower weights are priced from
US$0.50 to US$5. Mid-range designs are US$5 to
US$15, while high-end models in elaborate styles and
high-grade materials are priced at US$15 and above.
Some of the newer releases with intricate design
detailing even go for as much as US$50 each.
The company has a 50-member R&D team, of which
two are designers. The other team members are in
charge of samples. The team releases 300 styles
monthly, with samples finished in seven to 10 days.
The production facility consists of a three-story
building for the office and plant, and the workers'
living and dining quarters. The plant occupies two
floors of the manufactory building.
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