US jewellery label opens Taipei shop

The launch comes after three years of operating in the market initially through Just Diamond, which is part of Hong Kong jewellery retailer Just Gold. HOF Asia chief executive officer Irene Hsieh said a strong sales performance in Taiwan prompted the nine-year-old US company to expand into Asia. "Taiwan has so far contributed most of the 12 per cent of our overseas revenue," said Hsieh. The new store has been designed as an art gallery in keeping with HOF's registered trademark as "the world's most perfectly cut diamond". The retailer plans to roll out a seven-store network in Taiwan this year, before expanding to Hong Kong and China next year. It has earmarked first year revenue of NT$230 million (US$6.75 million). HOF marketing manager Rita Wang said the company had hired design teams from around the world to help it diversify its range of designs as well as accommodate local tastes. HOF has also tapped Bates, which previously handled the Just Gold and Just Diamond briefs in Taiwan, to create a television campaign to support the launch of its flagship store. Bates created a humorous teaser campaign to encourage visits to the store. HOF's thematic spots for Taiwan retain the creative concept of its US campaign, which is based on the word 'wow' -- the reaction people have when they see the brilliance of an HOF diamond from across the room. "It implies that the product is so perfect that the only thing you can do is go 'Wow'," said Melissa Huang, account director of Bates Taiwan. MediaCore handles the NT$10 million (US$297,000) brief.