We all know the jazz song by Carol Channing, “Diamonds are a Girl’s Best Friend”. Here in Singapore, consumers are spoilt for choice when it comes to jewellery shopping.
From Lee Hwa Jewellery, Niessing, Tiffany & Co and Malabar Group to Soo Kee Jewellery, Goldheart and Poh Heng – the market is saturated with brands vying for consumers’ attention. Singapore’s jewellery market is expected to increase by three percent annually in the next five years, according to diamond and jewellery publication Rough&Polished. To capitalise on the growth, companies will have to cut through the cluttered jewellery market and stand out from the rest.
By Janice Tan, Marketing Magazine