Shinsegae Department Store "Year-end Jewelry Gifts with Meaning Increase... Adir Up 33.2% in December"

Shinsegae Department Store 'Adir'.

[Asia Economy Reporter Yuri Kim] Jewelry products featuring anniversaries and messages are gaining attention.

Shinsegae Department Store announced on the 28th that the sales performance of its own jewelry brand 'Addir,' which was first launched in 2017, increased by 33.2% year-on-year for this month (1st to 26th). Addir offers engraving services reflecting customer preferences on diamond rings, necklaces, and more. The department store analyzed that "the increase in engraving services available after product purchase influenced this growth."

Shinsegae Department Store is directly involved in all processes including product planning, design, purchasing raw stones, manufacturing, sales, and branding of Addir. The diamond products sold by Addir provide engraving services tailored to customer preferences.

The diamonds used in Addir meet the highest grade '3EX Cut Grade (Triple Excellent Grade),' which satisfies both the 4C standards (Cut, Color, Clarity, Carat) for diamond quality evaluation and the three criteria (Cut, Polish, Symmetry) for brilliance evaluation. Despite having product quality comparable to existing overseas luxury jewelry brands, the prices are set approximately 20% lower than those of overseas luxury brands.

Addir offers lines such as Addir Classic and Addir Legacy, which highlight the inherent charm of diamonds, and the Addir Nature line, characterized by designs that can be fashionably enjoyed in everyday life.

A Shinsegae Department Store official said, "With increasing jewelry demand due to year-end and New Year gift needs and wedding demand, Addir is gaining attention by emphasizing reasonable prices and quality comparable to luxury brands," adding, "We will introduce various products in line with customer trends that pursue quality and price rationality."

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