8 Sept 2006
Jewellery & Watch Boxes(HKTDC Packaging, Vol 02,2006)
|Siluck (HK) Ltd offers boxes complete with PU or velvet linings in special shapes decorated with details such as ribbons and string handles|
Part of the allure of buying or receiving an item of jewellery or a watch is seeing a treasure elegantly packaged. It goes without saying that a beautifully designed box, perhaps with rich velvet and satin cushions, adds an unmistakable air of glamour to any purchase.
With this in mind, 10-year-old Kingbox (Asia) Ltd offers a line of beech or birch wood boxes covered with Italian PU or pigpell. At more than US$10 each FOB Hong Kong, these are the OEM firm's most luxurious products and target the medium- to high-end segments of the market.
Production takes place at a factory in Shenzhen on the Chinese mainland that turns out some one million boxes per month for export to Europe, Southeast Asia and the US. Kingbox delivers 30 days after order confirmation and expects a minimum quantity of 1,000 pieces per order.
With such a high volume, the emphasis is naturally on boxes in the low- to medium-price range. "We make a lot of paper and plastic boxes with many different coverings," says sales and marketing manager Chammie Mok.
She says a paper box for a ring sells at US$0.30 each FOB Hong Kong, while a paper box for a watch costs US$1. Plastic versions cost US$0.60 and US$1.50 respectively.
Progress Packaging Industrial Co Ltd also has a reputation for stylishly designed jewellery and watch boxes. Established in 1990, the ISO 9001-certified firm has an inventory of 1,000 models and offers a wide choice of materials, including paper (plus natural recycled paper and leatherette paper), plastic and metal, along with coverings and linings of PU, PVC, velvet and satin in a variety of patterns and colours.
The OEM/ODM firm's 15,600-square-metre factory in Dongguan on the mainland turns out 300,000 boxes per month in square, rectangular, dome, round and triangular shapes.
A velvet-covered cardboard box shaped like a handbag with a satin lining is "very popular", according to manager May Chan. This item sells for more than US$4 FOB Hong Kong.
Paper or plastic boxes with paper, velvet or PU coverings are the best sellers in the low- to mid-price range, with prices starting at several US cents and increasing to more than US$2 per box.
Decorative additions include buttons, bows, ribbons and handles. "Floral satin coverings on paper boxes and shiny pearlised paper are two new trends," Chan says.
Minimum order value is US$5,000 per shipment for delivery 45-60 days after order confirmation to markets in Europe, Asia, the US, Australia, Turkey and Saudi Arabia.
With more than 30 years' experience manufacturing packaging boxes for jewellery and watches, and a production volume of 750,000 pieces per month, Tai Tung Jewellery Box Mfy Ltd has an enviable track record.
Tai Tung prides itself on its high-quality boxes and competitive prices and uses paper, plastic, leatherette, metal and wood to fashion a wide range of items. FOB Hong Kong unit prices for popular models, made of plastic and covered with leatherette, range from US$0.28 (ring box) to US$1.50 (necklace box).
Jewellery set boxes, made from plastic or wood (plywood or MDF) and covered with PU leather, are at the upper end of the firm's range and are priced at US$2.50-6.00 each. "Buyers can choose velvet or more economical suede for the interior lining," explains marketing manager Franklin Ling.
He notes that a recent trend has been window box packaging, which features a transparent plastic lid. "These are used for medium-priced items of fine jewellery or fashion jewellery," says Ling. "They're convenient because people don't have to open the box to see what's inside." Typically, window box packages cost 5%-10% more than conventional models.
While not a large part of the company's revenues (about 10%), window displays are a niche to develop further. "We believe we can increase our sales by another 5%," Ling says.
A display set for shop windows with seven jewellery compartments also features a wooden base covered with PU leather or leatherette paper. Unit prices for window display sets range from US$25-50.
Generally, the minimum order is 1,000 pieces for individual boxes, delivered 35-55 days after order confirmation depending on the item. Top export markets include Europe, Russia, the US, Japan, the UAE, India, Australia and New Zealand.
At Siluck (HK) Ltd, fine, handmade boxes are designed and produced to meet various needs. Plastic, cardboard and wood are the main materials used, with PU or velvet linings.
Wooden boxes made of pine, oak or other woods sell for US$4-10 each FOB the mainland, while those using other materials are priced at US$1-3.
The OEM/ODM company produces 250,000 jewellery and watch boxes per month in more than a dozen shapes at its factories in Shenzhen and Dongguan on the mainland.
"We make rectangles, squares, heart shapes and diamonds," says salesman David Hong, "while some customers demand special shapes for their private brands."
Minimum order is 3,000 pieces for plastic or cardboard boxes for delivery 30 days after order confirmation. For wooden boxes, the minimum is 1,000 pieces for delivery in 45 days.
It certainly seems that Hong Kong has the jewellery and watch gift sector well-covered with its enormous range of attractive and affordable boxes.
WRITTEN BY ANDREA PAWLYNA
Progress Packaging Industrial Co Ltd
Unit A, 4/F, Hoover Ind Bldg
26-38 Kwai Cheong Rd
Kwai Hing, New Territories
Tai Tung Jewellery Box Mfy Ltd
Unit 9, 3/F, Kinglet Ind Bldg
21-23 Shing Wan Rd
Tai Wai, Sha Tin
New Territories, Hong Kong
Universal Metal Plastic Trading Ltd
Blks C-D, Phase 2
Superluck Ind Centre
57 Sha Tsui Rd, Tsuen Wan
New Territories, Hong Kong