Luvenus Jewellery Essay
Introduction
Background of Retailer
Luvenus Jewellery is the sister company of Ishtara Jewellery—a Singapore business with origins in India—which was launched in Changi Airport Terminal 2 in 2012. It is a contemporary jewellery brand that specialised in the production of 22-karat and 24-karat gold jewellery. They also offer a wide range of diamond jewellery which are all graded and certified by International Gemological Institute (IGI) in Belgium.
Luvenus were accredited as an Authorized World Diamond Mark (WDM) Diamond Retailer, an international non-profit organisation whose members are committed to retrieving and crafting their jewellery in an ethical and environmentally responsible way. They believe it will help them to further enhance the brand’s positioning, strengthen the brand’s image and integrity, and boost their consumer confidence.
Mode of Entry
Luvenus have planned to open their first overseas retail store in Hong Kong International Airport, Terminal 2 by the end of June 2016. Their mode of entry into the Hong Kong market will be Wholly-owned Subsidiaries.
A Wholly-owned Subsidiaries is the operation on foreign land that is totally owned and controlled by a company with headquarters outside the
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