Company Profile

Decent Jewellery Group Co., Ltd., headquartered in Changle District, Fuzhou, Fujian Province, is an integrated jewellery group engaged in research and design, precision manufacturing, wholesale and retail, brand marketing, and cultural creativity. The group provides full-category, end-to-end services for the jewellery industry and continues to integrate Eastern aesthetics, contemporary design and jewellery craftsmanship.

Research Background

As jewellery consumption becomes more premium, personalised and occasion-driven, high-net-worth consumers are looking beyond material value and wealth preservation. Product design, brand character, emotional expression, identity, social value and service experience increasingly shape their decisions.

Decent Jewellery planned consumer research to support the positioning of a new high-end jewellery brand. The study was designed to understand how high-net-worth and high-potential consumers choose among international luxury jewellery, premium gold jewellery, high-ticket products from established gold brands, and designer jewellery. It also aimed to clarify priority target groups, value propositions, product directions and consumption occasions.

Research Content

In May 2026, Ceidea was commissioned by Decent Jewellery Group Co., Ltd. to conduct a dedicated study of high-net-worth jewellery consumers. Covering Beijing, Shanghai, Shenzhen and Hangzhou, the research combines in-depth interviews, a quantitative survey and brand touchpoint observation to build qualitative understanding and quantitative validation.

The study develops consumer profiles based on age, occupation, family stage, lifestyle, spending power and jewellery purchase experience. It distinguishes consumers of international high-end jewellery, premium gold jewellery, high-ticket traditional gold products and other potential segments, identifying differences in needs and brand acceptance.

It reconstructs the complete purchase journey, from need recognition and information search to brand screening, budget formation, product comparison and final purchase. It examines motivations across self-purchase, gifting, commemoration, social occasions, inheritance and personal reward, and assesses how brand trust, design, materials, craftsmanship, price, store experience and professional service influence conversion.

The research also compares perceptions of international luxury jewellery, premium gold brands, traditional gold brands, designer jewellery and niche high-end brands. It evaluates their positions in terms of premium image, design, cultural expression, value retention, social value and trust, while examining preferred categories, materials, craftsmanship, styles, usage occasions and price ranges.

For a new Chinese high-end jewellery brand, the study explores consumer interest, concerns, trust thresholds and first-purchase conditions. It assesses how corporate strength, original design, craftsmanship, cultural expression, professional credentials, store image, service assurance and customer reputation shape acceptance.

Expected Outcomes

The study will provide Decent Jewellery with a structured understanding of high-net-worth jewellery consumers, helping the company identify priority segments and clarify their purchase motivations, brand perceptions, product preferences and price expectations.

The findings will support high-end brand positioning, value proposition development, product portfolio planning, price-band definition, channel experience and communication strategy. They will also identify the conditions required for a new Chinese high-end jewellery brand to build trust, premium appeal and differentiated consumer recognition.