Italian jewelry company benefits from CIIE and expands activities in China


The Italian jewelry company Cameo Italiano is participating for the fourth consecutive year in China’s International Import Expo (CIIE), where it saw the vitality of the Chinese market and began to develop its activities in the country.

“China is emerging as one of our biggest markets, with a potential of over 60% of exports,” said company owner Gino Di Luca. “The CIIE is for us the ideal platform where we can showcase our very special products and from there we can feel the energy and vitality of the Chinese market.”

Di Luca said he expected business in China to increase significantly after opening a base in Shanghai in April. The company plans to open 12 stores between December 2021 and November 2022 and forecasts retail sales of $ 20 million for 2022.

“This is a very encouraging start as we are expecting meetings with potential investors during the CIIE and during the month of December which could evolve into the very strong development of our brand in the Chinese market,” said the owner.

Cameo Italiano is a family business from the Gulf of Naples in the seaside town of Torre del Greco and has shaped its style over generations – turning seashells into exquisite jewelry.

It is one of the many Italian companies that hope to export not only a product to China, but also a culture and a heritage.

The first phase of production for Cameo Italiano studies the shells to determine how they should be sculpted. The company employs 40 master carvers for their jewelry, and most of them are born in the trade.

“Our know-how is a very complex and delicate process, there is no room for error”, explained Di Luca.

About 60 Italian companies are participating in the six-day exhibition in Shanghai which kicked off on Friday. Hundreds of people participated in the first three years.

In 2019, Italy was the first G7 country to join the Chinese Belt and Road Initiative, allowing more investment between the two countries. In the first five months of 2021, Italian exports to China grew by 75%, the highest growth rate among China’s European trading partners.

Mario Boselli, President of the Italy-China Foundation, said that the “Made in Italy” brand has value in China, “Chinese consumers are increasingly interested in high-end products and the label“ Made in Italy “on a product is a signal that something is of a certain level.”


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