Canadian prestige jeweler Maison Birks has chosen China, where diamonds are in high demand in the growing economy, to launch its first retail store outside North America.
Slated to open in early 2014, the store will be located at the new Xanadu Plaza in Beijing. The jeweler has plans for further expansion in China.
Unlike competitors Tiffany and Cartier who have long carved out their place in the Chinese market, relative latecomer Maison Birks is banking on its Canadian pedigree, transparency, and unique history – including the designation of Royal Warrant by the British Royal Family in the 1930′s – to win over Chinese consumers.
Maison Birks’ Canadian diamonds are offered with a guarantee of origin that can be traced back to the mine of origin, offering customers the assurance of ethically-sourced stones. The jeweler thinks this will provide the company an edge as Chinese customers are increasingly looking for quality and pedigree in the jewelry and precious stones they purchase.
No comments:
Post a Comment