Demand for metal beads on the rise

Thanks to the recent trend for robust yet feminine metallic jewellery, we are seeing a boost to the metal beads industry; seemingly, more consumers or retailers prefer do-it-yourself pieces in view of the economic meltdown.

Changes over the years

Conner Fu, manager of Hong Kong-based Sunfun Trading Company, told us about the soaring market demand for metal beads in recent years. "Fashion jewellery needs them for mixing and matching with other components, and the costs of alloys and plating have been much lower than in past decades. These helped give a lift to the metal beads industry." He added that more colour varieties are available for plating effects, while customers are more aware of the eco-friendly materials, leading to a wider range of choice. But, of course, a possible drawback of a lower plating cost is a less-guaranteed product quality.

Sunfun Trading

Beads Kingdom Prakash Craft

To Indian company Beads Kingdom, however, major production techniques and surface effects appear very similar regardless of time, but customer preferences have slightly shifted. "Shiny sterling silver used to be very popular in the past, yet owing to its pricy polish, manufacturers started using the same designs on copper. Aluminium beads are very well-received as well," Vineet Bhatia, CEO of Beads Kingdom stated. Mr Bhatia also highlighted that his European customers tend to look for antique silver and antique brass beads, while Americans prefer sleek sterling silver. M. Mohan, CEO of Prakash Craft in India, also noted an obvious change on customers' preferences: customers previously preferred polished surface effects, but now have already switched to antique tones and favour brass and copper beads more.

Customer choices

Customer preferences depend on the market. Some prefer dreamy, delicate designs, and others traditional handicrafts. Mr Fu indicated that flowers, butterfly or dragonfly wings, leaves, hearts and angel wings are consistently popular shapes with customers. As for colours, silver remains the all-time favourite, while antique silver is coming into style in recent years. Champagne colour plating is well-received too, he added.

Sunfun Trading

Beads Kingdom Prakash Craft

Mr Bhatia said, "Our customers go for copper or base metal for good finish and quality; and choose brass beads for their designs. They love large-holed beads, Pandora necklace and bracelet sets, and some copper earrings and headpins." In fact, most customers of Beads Kingdom are attracted by the rawness of the hand-worked beads. Prakash Craft has also noted this similarity of preference among customers. The Ball Chain Beads collection and beads in round oval shapes are the hottest picks for an average Prakash Craft customer.

As for the trends for Autumn/Winter 2009/10, Mr Fu includes floral-shaped beads, antique silver, alloy beads and tube silver in his predictions, while Mr Bhatia favours antique silver beads that radiate a matt, nostalgic glow. Mr Fu further explained that during summertime, a wearer's sweat may fade bead colours: therefore their sales in Autumn/Winter are normally 10% to 20% higher than in Spring/Summer.

Sunfun Trading

Prosperous prospects

Despite the slump of 20% in turnover in the recession and buyers tending to be more conservative about buying in quantity, Mr Bhatia still holds high hopes for the development of metal beads, believing the metallic trend will persist for another two years. Usually, Beads Kingdom exports to Australia, Europe and South America. He is now considering expanding into Asian countries such as China.

Beads Kingdom

Sunfun Trading

Sunfun's metal beads are exported to the United Kingdom, Germany and Mexico at US$0.05 or below. "With more varieties of bead materials and a lower price, plenty of consumers will purchase the beads and mix and match their own jewellery. The prospects for metal beads are promising," Mr Fu said. The company seems immune to the financial crisis, as its DIY jewellery business has brought its sales up 5% to 10% compared to last year. However, Prakash Craft shows concern about the market changes; its business deals have been slashed under the setback.

Source: Asia's Fashion Jewellery & Accessories Review