Translated by Bernardette Sto. Domingo •
30 September 2019
Abe Jewelry Co Ltd takes pride in its ability to adapt to the market’s ever-evolving needs. With modern consumers now looking for lighter, slimmer rings, the company is once again stepping up by offering bridal jewellery pieces in progressive, contemporary designs.
With almost six decades of jewellery manufacturing expertise, Abe Jewelry Co Ltd is one of the pillars of Japan’s well-established bridal jewellery market. With success however comes the challenge to produce products that continuously excite consumers.
According to Michiro Ishida of Abe Jewelry, the business has changed tremendously over the last 20 years, and buyers in Japan have become partial to bridal rings sold by brands. In terms of design, rings with a width of around 2mm for women and 2.5mm to 4mm for men move the fastest.
“The most popular designs now are lightweight engagement and wedding rings that weigh around 2 to 3.5 grams. Consumers opted for wider rings, but now they want slimmer and daintier pieces. They also prefer pieces with top-grade melee diamonds,” revealed Ishida.
Buyers have also become more receptive to smaller centre stones of around 0.15 to 0.3 carat from 1 carat around 10 years ago, but these must be of the highest quality. There’s also a shift to platinum from gold as the metal of choice, according to the company official. Manufacturing methods have likewise evolved into casting from forging in the past, he added.
At the September Hong Kong Jewellery & Gem Fair, Abe Jewelry is shining the spotlight on some of its celebrated brands and special-cut diamonds. Among these brands is Aimokume, which features bridal rings with wood patterns made with a mixture of two precious metals.
The Flower Veil Diamond brand meanwhile showcases a floral design intricately crafted within the diamond using a special cutting technique.