Jewelers, stores focus on sales for Mother's Day

A woman models jewelry at a fashion show held at the Grand Hyatt yesterday to promote the 2004 International Exhibition of Wedding Dress Supplies and Jewelry. The fair opens today at the Third Exhibition Hall of the Taipei World Trade Center. PHOTO: CNA

Just as shavers always top the shopping list in the run-up to Father's Day, pearls and jewelry have become one of the hottest items for expressing one's appreciation to Mom.

This month, TV commercials for jewelry have gotten a boost from some extra star power, with four pop idols appearing on behalf of four different companies to hawk necklaces, pendants, rings and bracelets and remind consumers that it is the perfect time to show their love to their wives and mothers.

Golden Life Cold Jewelry Co (今生金飾) invited Hong Kong singer and actor Jordan Chan (陳小春) to promote its jewelry, while Cheng Chin-chiang Co (鄭金匠) recruited Hsiao S to introduce its Miracle-brand items rolled out for Mothers' Day, which falls on May 8 this year.

"The effect of having celebrities advertise the products will not be seen for one or two years, but our goal is to achieve `market segmentation' and boost publicity for our brand name," said Cincia Wang (汪妤璇), Golden Life's public relations coordinator.

The company took consumers by surprise last year when it had Taiwanese singer Wu Bai (伍佰), who is known for his strong manly character, promote its Mothers' Day specials.

"As the sales during this period account for 30 percent to 35 percent of our annual revenue, we intend to strengthen and expand our customer base by having famous and unique `merchandise spokesmen,'" Wang said.

Another company is hoping to attract young people's strong purchasing power.

"This is why we hired singer David Tao to catch youngsters' eyes," said Rose Yu (余宗杰), vice executive director of I Do Golden Co (愛戀金誓).

Targeting customers in their 20s and 30s, the main items these companies are promoting right now are priced at under NT$10,000.

Department stores also view jewelry as an important indicator for rising sales.

Pacific Sogo Department Store (太平洋崇光百貨) expects to rake in NT$800 million, or 5 percent of its annual sales, during the 15-day promotional event ahead of Mothers' Day.

"Although our jewelry on display will only be held for six days from Tuesday to Sunday, we hope to achieve NT$6 million in sales," said Angel Huang (黃俞淳) of the store's public relations department.

For those eager to collect unique, if pricey stones, Taipei World Trade Center Exhibition Hall III is the place to go over the next three days. An exhibition featuring wedding gowns and jewelry opens today and runs through Monday.

The highlight of the exhibition will be a 10.47-carat "fancy yellow diamond" that costs NT$4.5 million, according to Amy Lai (賴秀珍) of Vivid International Co, which specializes in importing stones from Israel.

Dozens of jewelry factories and wholesalers will be showcasing precious stones along with pearls and amber during the four-day exhibition. The show is open to the public from 10am to 6pm and free of charge.