Oriental Access’ model JW2004 fashion jewelry set is made of brass and uses Swarovski elements.

South Korea companies leverage product quality to gain headway in a saturated market.

Suppliers of fashion jewelry sets in South Korea will continue to compete on product quality rather than price across segments. They emphasize the use of nontoxic materials and capability for handmade and original pieces.

Makers such as Oriental Access Corp. and Namjung Cloisonne Co. Ltd turn out nickel-free sets. The latter implements several tests to ensure hypoallergenic releases. It uses chilbo, a traditional South Korea enameling method. Suppliers also ensure their products have no cadmium and lead content.

While buyers’ designs are the norm, there are companies that produce their own. Sports Jewelry World is one and specializes in sports-themed jewelry sets. For enhanced competitiveness, it highlights handmade craftsmanship as a differentiator.

Nabi Korea, meanwhile, will focus on upscale models. “The high-price market is worth aiming for. Even though its size may not be too great, the number of suppliers is not that many,” said Michael An, company president. The maker offers casual jewelry sets instead of party pieces, taking advantage of greater demand for the former. To distinguish products from low-end versions, it uses genuine Swarovski elements and brass in lieu of commonly adopted tin alloy.

Besides these sales-boosting measures, South Korea companies continue to strive to bring down outlay. Many subcontract production to China to save on labor cost. As assurance, they ensure quality management is strictly implemented there.

Suppliers that no longer rely on this overseas option have a different strategy to offset the expenditure rise of about 2.5 times per item made in the country. “Local manufacturing allows us to do it in small volume so we can alleviate the cost problem by reducing our margins and leaving little inventory,” said Shin Kyoung-ha, CEO of Sports Jewelry.

South Korea companies turn the cost challenge of keeping facilities in the country to an advantage. “With China manufacturers, you need to place large orders. So buyers seeking those who accept small volume of 100 to 200 sets go to South Korea companies,” said Julie Park, Oriental Access director.

Recent entrant to the line, Namjung Cloisonne considers Europe, China and the Middle East its promising markets. Oriental Access exports products mainly to the third area. Nabi generates 60 percent of revenue from overseas transactions. Most of its shipments go to Eastern Europe. The maker is targeting China in the future. Sports Jewelry, which specializes in silver sets, is not exporting yet but is eyeing the US, Europe and Japan as future destinations.

The majority of South Korea companies offering fashion jewelry sets are midsize operations, which have their own brands and run between 10 and 20 shops. Only about 10 are large ventures.

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Product gallery

Nabi Korea
(South Korea)

Model: SWE877 & SWN652
MOQ: 300 sets
Delivery: 21 days
Description: Necklace, drop earrings; brass; Swarovski crystals; 12x25mm pendant; 2.75g necklace, 5.5g earring

Nabi Korea
(South Korea)

Model: SWE251 & SWN425
MOQ: 300 sets
Delivery: 21 days
Description: Necklace, earrings; tin; Swarovski crystals; 14x14mm pendant; 2.93g necklace, 5.86g earring

Namjung Cloisonne Co. Ltd
(South Korea)

Model: CHES_NE
Description: Necklace, earrings; sterling silver cloisonné; handcrafted; in various colors, patterns

Namjung Cloisonne Co. Ltd
(South Korea)

Model: CTWS_NE
Description: Necklace, earrings; sterling silver cloisonné; handcrafted; in various colors, patterns

Oriental Access Corp.
(South Korea)

Model: JW2004
MOQ: 60 sets
Delivery: 30 days
Price: $20.00
Description: Necklace, bracelet, earrings, ring; brass; Swarovski crystals; 15x30mm pendant

Oriental Access Corp.
(South Korea)

Model: JW28283
MOQ: 6 sets
Delivery: 30 days
Price: $5.00
Description: Necklace, bracelet, earrings, ring; ABS pearls; 15x18mm

Sports Jewelry World
(South Korea)

Model: SJW-PSVC058S, SJW-ESVC058S
MOQ: 30 sets
Description: Pendant, earrings; platinum-, gold-plated 925 silver; CZ; 20x15mm; 2.45g pendant, 4.65g earring

Sports Jewelry World
(South Korea)

Model: SJW-PSVC053S, SJW-ESVC053S
MOQ: 30 sets
Description: Pendant, earrings; platinum-, gold-plated 925 silver; CZ; 20x20mm; 6.54g pendant, 13g earring