Editor’s Note
The global influence of K-pop idols is now extending into the fashion and jewelry markets, with fans worldwide seeking out accessories worn by stars like Blackpink’s Jennie and BTS’s Jungkook. This trend highlights the growing appeal of Korean jewelry design, prized for its sophisticated and clean aesthetic.
The popularity of accessories worn by K-Pop idols, such as the choker worn by Blackpink’s Jennie or the ring worn by BTS’s Jungkook, is soaring. Overseas, fans even resort to direct purchasing to obtain items worn by Korean idols. Particularly due to sophisticated designs and clean finishes, Korean design enjoys high popularity in the jewelry market.
Seol Gyu-jong, CEO of Shine Jewelry, cites the ability to read trends and responsible quality management as key factors behind the success of Korean jewelry design.
In the trend-sensitive jewelry market, the ability to quickly read trends is essential.
Shine Jewelry is also famous among buyers for its meticulous quality control.
70% of the products manufactured and distributed by Shine Jewelry are exported to the UK, with the remaining 30% exported to Australia and Germany respectively.
Located in Chengyang District, Qingdao City, China, Shine Jewelry recorded sales of $6 million (approximately 7.74 billion KRW) this year, continuing its jewelry business for the 31st year. Its main business is the manufacturing and distribution of jewelry such as necklaces, earrings, and bracelets. In 2002, due to rising domestic labor costs, the company established production lines in China and has been operating there for 20 years.
During the COVID-19 period, the jewelry industry also suffered. Out of approximately 20,000 jewelry manufacturers with production lines in China, all but about 5,000 stopped production. This was because reduced gatherings and parties due to the pandemic led to decreased demand for jewelry. Rising labor costs in China and deteriorating Korea-China relations were also burdens.
However, Shine Jewelry launched its independent brand ‘Say Happy’ simultaneously in Korea and China in August 2020, during the pandemic. People around CEO Seol worried about his new challenge and strongly advised against it. This was because, while minimizing investment was common during COVID-19, CEO Seol took the opposite approach by increasing new investment.
Say Happy sells about 80 types of men’s and women’s jewelry and strives to be a brand that leads new fashion trends.
CEO Seol also served as chairman of the board of the Qingdao Cheongwoon Korean School, leading the opening of a new school building last November. The Qingdao Cheongwoon Korean School is an educational institution where children of Korean nationals living in Qingdao can learn the Korean curriculum. While the school previously operated on a rental basis, it is significant that it relocated to a newly constructed building owned by the Korean government. There are 14 Korean schools operating in China approved by the Korean Ministry of Education.
The Qingdao Cheongwoon Korean School operates kindergarten, elementary, middle, and high schools, with a total of 754 students, making it the second largest in China.