Japan takes shine to jewels

Business Asia, Sept 21, 1998

The company's name conjures up images ranging from Ghandi to spicy curries, but it's the Japanese jewellery market that Taj Enterprises is shaking up.

Led by managing director Mr Atul Parekh and his chief designer Mr Kuzo Ogawa, Taj Enterprises' new designs, materials and aggressive marketing distinguish it from staid Japanese competitors.

And now Australian jewellery designers are tapping into Mr Parekh's success in Japan.

Last year, 15 Australian designers took part in an exhibitionat the Australian embassy in Tokyo as part of Artistic Australia '97, organised by Taj Enterprises.

After the launch, the designs were displayed in five prefectures from Akita to Shikoku. Sales of A$800,000 convinced Mr Parekh to stage an annual event.

This year, sales from the work of 20 designers are expected to top A$ 1 million.

The major dinner launch of Artistic Australia '98 will be held in Fukuoka in October.

Austrade's senior trade commissioner in Fukuoka, Mr Peter Linford, said the event was one of Australia's biggest trade projects in Fukuoka and was already attracting strong interest.

Austrade will support the tour through Japan.

Mr Parekh said the unique designs emanating from Australia were popular in Japan, where traditional commercial jewellery ranges were selling poorly.

He said Artistic Australia enabled Australians to enter a profitable market with the backing of an experienced partner.

"It will establish a market for them and they'll be able to build a presence in the Japanese market," Mr Parekh said.

"We can be a bridge between getting the designers to understand the market, and getting the Japanese buyers to understand their designs as well."