With 2.7 MM millionaires and 251 billionaires in China, it's no secret that major luxury houses are all racing to increase their establishment in China. One sector that lags behind this race is the ultra high-jewelry sector that has long flourished in NY and other major financial capitals. Being one of the biggest player for ultra-exclusive diamonds — how does Phillips & Co. reach hidden private buyers in an ever accelerating Chinese market?
Phillips & Co. made debut in the Chinese market as the premier jeweler serving private clienteles with discrete. in order to gain the attention of the ultra-affluent individual across the country without traditional advertisement, a temporary exhibition was established showcasing many crown jewels of the jeweler; the exhibition was built to garnet media interest like a wild fire.
Inspired by the romance of western maritime lifestyle; Phillips & Co. entices the inland-bound affluents with design cues that captivates their wildest costal dwelling dreams.