Singapore jeweller Soo Kee Group plans to tap into Mainland China’s burgeoning demand for wedding jewellery on the back of a booming bridal market.

CEO Daniel Lim says bridal jewellery as an essential item in wedding customs. “We believe the market, supported by China’s huge population and coupled with the increase in income and acceptance of Western wedding customs by millennial couples, presents an immense potential for our Love & Co bespoke jewellery collection.”

For its China foray Soo Kee is partnering with Global Crown, with which it has worked over the years. “We believe Global Crown’s experience in China’s jewellery industry and established network will allow us to navigate the mammoth market more efficiently and smoothly,” says Lim.

“Beyond quality products, consumers there are also looking for a memorable service experience and a reputable brand.”