A Step Ahead in Strategic Shift... The Second Prime Era with Men's Jewelry

Shifting from Namdaemun Purchasing to In-House Brand Production

Focusing on Online Channels Amid Instagram Shopping Growth

Riding the Genderless Trend, Men's Line 'Scarletto Black' Hits Big

[Asia Economy Reporter Yoojin Cho] There is a jewelry company that started with purchasing in Namdaemun and transformed into an in-house brand, gaining popularity in online select shops. We met Lee Seungjae, CEO of Jane & Glory, which is rapidly growing even amid the COVID-19 pandemic.

On the 23rd, Lee Seungjae, CEO of Jane & Glory, emphasized, "Our competitiveness lies in quality (product power), not low prices." Jane & Glory operates brands such as 'T.O.U', 'Scarletto', 'Haas', and the men's specialized line 'Scarletto Black'. The brands have recently experienced rapid growth through word-of-mouth on social networking services (SNS) like Instagram, worn by popular celebrities including actress Gong Hyojin and male idol singers.

Jane & Glory marked its 10th anniversary this year. The business's rapid growth began two years ago with the rise of the 'Instagram Shopping (Insho)' trend. Recognizing the growth potential of Insho early, CEO Lee swiftly shifted the main distribution channel to online. Judging that relying solely on Namdaemun purchasing had limitations, the company changed its business direction last year to 100% in-house brand production.

Currently, Jane & Glory is stocked in well-known online fashion select shops such as W Concept, Musinsa, Hago, and 29CM. CEO Lee stated, "The reason we could be listed side by side in popular online select shops is not brand power but product power," adding, "We composed our products entirely of 100% self-designed items, and even if it raised costs, we strived to enhance product completeness through material selection, detachable parts, plating, and other production processes."

Having repeatedly prepared for online distribution and in-house production over several years, Jane & Glory seized a growth opportunity while accessory companies struggled due to COVID-19. This year, sales grew 90% compared to the same period last year (as of the end of August), and operating profit maintained a growth rate of 110%. A new trend dividing the market into ultra-high-end (luxury jewelry) and ultra-low-end (custom jewelry) segments also contributed to this success.

Recently, the men's line 'Scarletto Black' has ushered in a second heyday. CEO Lee said, "With the K-POP wave, the popularity of Korean male idols' clothing and fashion accessories, such as G-Dragon's Chrome Hearts rings and jewelry, has increased. This trend has expanded to diverse consumer groups alongside the rise of the genderless trend."

The proportion of male customers purchasing from Jane & Glory has grown to about 20% this year. Designs boldly using pearl decorations and cubic zirconia, which are rarely used in men's jewelry, have gained popularity. CEO Lee said, "As women wear bold and daring jewelry and men's interest in jewelry rises, market interest in genderless lines is increasing. We plan to expand related product lines accordingly."

This content was produced with the assistance of AI translation services.