Yerushalmi Bros. Open Flagship Amorosso Jewelry Stores in China

In what can be viewed as an evolutionary process, DTC Sightholders Yerushalmi Brothers have opened two diamond jewelry concept stores in China, five years after the launch of their Amorosso brand in the country. 

Yerushalmi has been active in the Chinese market for the past ten years. In 2003, it launched the Amorosso 'Love Commitment' Diamond range, a line of hearts and arrows diamonds. It was the first of its kind – a major diamond jewelry brand being introduced in the Chinese market.

Its target audience was fashion conscious 25-35 year olds, living in satellite cities. Yerushalmi usually teamed with local jewelers offering them marketing support.

Over the years, the brand and its local jewelers have established themselves, with many of the jewelers opening additional stores. When the opportunity arose, the firm opened the two stores, in Shenyang and Chengdu together with their local jewelers-partners. It plans to open eight more stores in the next five years.

“These flagship stores are examples of how to sell our Amorosso brand,” Marketing Director Loaad Katzir told IDEX Online. “Everything from the entrance when you enter, through the bag when you walk, is part of the buyer experience. The stores serve as spearheads for the brand and the retailers that sell Amorosso and hopefully have a strong impact on overall sales of the brand in the country.”

“We are seeing a certain shift in taste in China. Now we can expand the range from the more traditional ten-twenty points range (0.10-0.20 carats) to quarter and third carats,” she added.

The market, which used to be locked on white and clean goods (VVS-SI1), is now willing to purchase a wider selection in terms of color and clarity.

“We are seeing a tremendous interest in brands in China,” Katzir adds. “The number of people that can now afford to buy [diamond jewelry] is astonishing.”

Recently re-selected as a DTC Sightholder, the Israel-headquartered company is now also buying rough sourced from Rio Tinto’s Diavik mine in Canada.

According to Katzir, Yerushalmi closed 2007 with a sharp increase in sales, although she declined to provide specific figures.