China has reported an increase in jewellery sales and the country is now seeing growth in demand that is outpacing expectations. The country is already putting pressure on platinum production with its seemingly insatiable demand for jewellery items and this is anticipated to continue over the coming decade. Christina Hudson, DTC marketing director for the Greater China region, told Jewellery News Asia that the Chinese market for jewellery is set to grow significantly, led by the popularity of jewellery in Hong Kong. She explained that, while only around nine per cent of women in mainland China own a diamond, in Hong Kong as many as 59 per cent of women own a diamond. As China becomes more open to global influences, the demand for jewellery is expected to jump considerably.

Indeed, the Asian market in general is expected to see strong growth in the years ahead. American diamond jeweller Harry Winston has announced that it is confident the market is ripe for growth. The firm's Chief Executive, Thomas O'Neill, told Jewellery News Asia that the firm is "actively looking" for opportunities in the region. He explained: "Asia is going to be the focus for worldwide economic development in the next 50 years. We have a very strong maturing market in the US, and in Europe as well, but I think we would probably not be responsible if we do not recognise the opportunity in Asia as the one that is the most obvious."

In the US, demand for jewellery is also increasing, with a study by Unity Marketing revealing that consumers' tastes are moving "more upscale", resulting in a growth in jewellery boutiques. Platinum jewellery is at the high-end of the market and as such the research by Unity suggests that more people in the US are now looking to platinum items. "Jewellery stores made a real comeback in 2006," Pam Danziger, president of Unity Marketing, told Jewellery News Asia. She added that the quality of service being offered to consumers is also resulting in more upmarket sales. "Specialty jewellery stores are aggressively pursuing the jewellery marketplace, giving the consumer the individualised treatment, access to experts, and selection of unique merchandise they crave," Ms Danziger explained.

Jessica Alba stepped out at the beginning of October wearing $170,000 worth of jewellery. The Sin City star was promoting the launch of her latest film, Good Luck Chuck, and was wearing a sparkling 'Hearts and Arrows' diamond set in platinum, as well as earrings and bangle bracelets to complement it. The platinum setting bubbled with tiny sparklers as she attended the premiere in California.

In other celebrity news, hip hop star Mary J Blige arrived at the Hot Hollywood event in California wearing a number of items by top platinum designer, Neil Lane. The singer chose some platinum and diamond circle earrings, Precious Platinum reports, along with some platinum bracelets and two platinum rings.

Ÿ Adfero Ltd