South African diamond and jewellery brand King Crown has committed to delivering its quality diamonds and jewellery to wealthy customers in China.

The jeweller established its presence in China via a local Chinese retailer, “Hao Guan”, in the beginning of 2012 and is positive about the market this year.

“The prospects for 2013 are encouraging, especially for the China market. Because a new government is taking power, the outlook for China has improved significantly, after a slowdown in growth and confidence in 2012,” said King Crown founder and MD Hanchee Zheng.

He said the company is banking on a relatively strong Chinese New Year to set a more positive tone for 2013.

“Our goals are simple, but aggressive – and we need the right team to lead its execution,” said Zheng.

The company has recruited several senior executives to lead the sales channel to new levels.

King Crown recently opened an import operation office in the Shanghai Diamonds Exchange (SDE), and has developed close partnerships with more than eight mainstream commercial banks in China.

It has also formed partnerships with several online luxury retailers to distribute its various diamonds and jewellery products.

The company added that it would introduce new designs into its direct sales channel beginning on February 1 for the upcoming Chinese spring festival season.

King Crown anticipates that comparable sales in China will increase by between 300 per cent and 500 per cent by the end of this year.

GB