Exporting bridge jewellery to Germany
The German consumer is increasingly shifting towards more affordable jewellery as a result of the economic recession in Europe. This makes affordable silver and gold-plated jewellery an attractive market segment for jewellery exporters from developing countries (DCs). DC exporters should enter Germany with a value-added product – well-priced jewellery with a distinctive design and a sound positioning. Customisable, modern-looking, ethnic and other jewellery with joyful motives are getting particular attention in the market and are recommended designs for new market entrants. The price plays an important role in order to stay competitive, and therefore DC exporters should capitalise on their lower production costs compared to Europe, improve the efficiency of their use of resources and reduce the cost of raw materials by switching to lower-priced alloys.