“Design is the core of the fashion jewellery industry. Excluding raw materials, buyers are more and more concerned about craftsmanship and quality. The fast-changing fashion jewellery is constantly being welcomed and sought after by young consumers,†said MQ, the founder of fashion jewellery brand. .
Born in June 2015, it is an original jewellery designer brand. Its product positioning is more intimate and diversified than traditional jewellery, including hundreds of products such as earrings, pendants and brooches. Under the premise that traditional jewellery mostly exists in the sense of preservation, the appearance of the singer appears to be independent.
MQ, who graduated from Cardiff University in the UK, was originally a downright science man, but the science man also had a romantic time. Three years ago, Mrs. MQ’s wife, KK, just gave birth to her eldest daughter. MQ wanted to give her wife a pair of jewellery to commemorate. “He searched all the shops in the market and could not find a store to provide suitable customized services. "It's not too expensive or it will take a long time," KK said in recalling the past. MQ, who is obsessed with technology, simply created a 3D printer. The first test was to print a rose ring for his wife. "I thought that this idea was awesome. There are so many wonderful moments in life. Jewelry is the most personal thing for people, and it carries a lot of happy memories." Today, KK will still be moved by these past.
It was out of this cherished sigh, the sound was officially born, and the MQ and KK couples were drawn to the designers of the Central Saint Martins College of Art and Design in London to create a stylish attitude. A new generation of Chinese original designer brands.
According to KK, many of the design elements of the sound are derived from the romanticism of Shanghai's unique Modernism and Art Deco. The design is inspired by the smart moment of the fashion city “Work Hard, Play Hard†that touches the heart under the high-pressure rhythm. In the opinion of the team, the fashion jewels that focus on the original design can retain precious memories and encourage self-expression, just like the bluishness of the plain colors.
Focusing on originality and individual expression, let the sound stand out in Taobao's jewelry category, and smoothly enter the Taobao sub-brand Amoy platform. As a quality-guaranteed style accessory e-commerce shopping platform of Alibaba, it is natural to have it. Screening Criteria: Focus on 18-28 year old pairs of young women, with original design, mainly fashion commute, street trends, sweet and fresh, literary retro and luxury taste. Because the style is distinctive and the quality is guaranteed, the pursuit of high quality in service is to break the package, so that the sound and the platform of the Taomei decoration coincide. In this way, the sound has opened its way to represent the trend of accessories in the hearts of young people.
5.20 is coming, in order to convey this love and beauty to more people, Desheng and Amoy will cooperate to launch offline and online activities. On May 20th, customers who come to the Shanghai Jingan Kerry Center flagship store and the Suzhou City Life Life Flagship Store can participate in online collection activities as long as they are photographed or videotaped with the event theme slogan board and jewelry KT board. The first, second and third prizes will be selected based on the quality of the photos or videos to deliver beautiful gifts. Each participant will receive a password ("I love you" in different languages), which will allow you to find your own one in the balloon where the gift is hanging. At the same time, there will be a full reduction and gift-giving activities under the line, spending 499 yuan to send the sun brooch / tulip brooch / fine earrings (three choices one), over 999 yuan to send a beautiful sound jewelry box, over 1499 yuan to send a spray on the stream The online will issue 520 coupons one week in advance, 5.20 on the same day, the store will be fully reduced, and the love jewelry will enjoy the special discount.
Now it seems that everything is going smoothly, but according to KK, the team actually did not experience the hardships. There was a dream and passion in the beginning of the store. The group of people slammed into the road of Taobao’s entrepreneurship. The couple could be bothered. "I am a customer service 24 hours a day. I don't know anything at the time. I won't sign up for the event, I won't make a picture, and I won't even take a photo." KK still feels "hearted" for the experience at the time, even though he is a bit clumsy, but the team Still relying on the attitude of dare to dare to go all the way.
Nowadays, the sound has already become an original brand that young people are pursuing and represents fashion trends. It has harvested 188,000 fans on Taobao. More importantly, among these fans, there are many domestic big-name stars: Fan Bingbing, Tang Yan, Jiang Xin, Liu Shishi, Di Lieba... The sounds began to appear in the daily leisure occasions and awards of these celebrities. And at the premiere, "In fact, the stars, like our consumers, wear jewelry from their own preferences, like a more personalized, more design-oriented piece." In KK's view, not only the star, but now People have made significant changes to the aesthetics of jewellery. This has made the luxury jewellery that used to be used in various awards ceremonies to be “cold downâ€, but to make the sound of more design and more individuality stand out.
This tulip brooch is a special version of the Mother's Day that is released by Desheng. The image of the tulip is made of shell beads. The design is inspired by the mother's love for the children. "The children of the day are always the treasures of the mother holding the palm of the hand, and the mother is not us. The pearl in my heart?†KK said, this brooch expresses the mother’s parenting grace.
This magic crystal ring is very popular among young people. It looks like a sparkling white Austrian crystal. It is set in a rhodium-plated ring with irregular craftsmanship. It can emit blue-violet metal at different angles. Gloss, as if there is a magical hypnotic ability.
In KK's view, a piece of jewellery has to go through more than a dozen processes, 20 people's hands, which makes the seemingly expensive jewelry have a deeper meaning and value. "We feel that every piece of jewelry is behind More than a dozen processes and more than a dozen masters, carefully crafted, so far jewelry can not be replaced by machines, which is the value of original design jewelry."
KK said that nowadays she pays more attention to the quality of life. The brand's taste and design sense are more and more like her personal quality of life expression, "getting the sound, getting the sound, getting my heart", the product design of the sound Sometimes it's simple, fresh, and sometimes complicated. Just like everyone's quality life shows different personalities. In 2018, the team needs to continue to find their own exclusive jewelry for more and more people. "Hope for everyone." Find the soul mate of the skin," KK said.
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