Pomellato opens Tmall store to reach young Chinese consumers

By

Sandra Halliday

Published
Jul 7, 2021

Kering-owned luxury jeweller Pomellato has opened a flagship store on Alibaba’s Tmall as it targets a bigger share of the Chinese market.

The company said the partnership comes as ‘hard luxury’ sales (including fine jewellery and watches) hit $10 billion last year, despite the international tourism that’s so important to the sector having been badly dented by the pandemic.The positive side-effect of this was that domestic consumption in China has surged, boosting online purchases of luxury products.

Pomellato said its Tmall store will help it tell its story “of Milanese goldsmith excellence and craftsmanship know-how to Chinese consumers, in particular to young female customers under 35, from cities like Shanghai, Beijing, Shenzhen, Guangzhou, Hangzhou, [and] Nanjing”. 

The new Tmall stores features its “most iconic collections” like Nudo and Iconica.

Christina Fontana, Head of Fashion and Luxury at Alibaba’s Tmall Luxury Division, Europe and US, said that “high-end jewellery is seeing strong growth in China. There is a clear desire from consumers to invest in unique, valuable pieces that last over time. Pomellato is the perfect synthesis of all this”.