Profile: LJ International Inc (JADE.O)

LJ International Inc. (LJI), incorporated on January 30, 1997, is a vertically integrated company that designs, brands, markets, distributes and retails a range of fine jewelry. While it specialize in the colored jewelry segment, it also offer high-end pieces set in yellow gold, white gold, platinum or sterling silver and adorned with colored stones, diamonds, pearls and precious stones. The Company distributes to fine jewelers, department stores, national jewelry chains and electronic and specialty retailers throughout North America and Western Europe and it conducts its jewelry retail business through the ENZO brand in the Asia Pacific region, with the primary focus in the People’s Republic of China market. Its product lines incorporate all categories sought by major retailers, including earrings, necklaces, pendants, rings and bracelets. As of March 19, 2009, the Company operate 94 ENZO retail stores across Hong Kong, China and Macau. During the year ended December 31, 2008, approximately 51% of its sales were in North America.

The Company’s primary marketing focus has been in North America where it had sold directly to certain high volume customers that need specialized product development services, and through a marketing relationship with International Jewelry Connection. for those customers that need higher levels of service and training. The Company had identified five prime retail targets: fine jewelers, national jewelry chains, department stores, TV shopping channels and discount chain stores.

The Company competes with E.E.A.C. Inc., Pranda International and Beauty Gems Limited, Chow Sang Sang, Tse Sui Luen, Luk Fook, Tiffany, Cartier and Bvlgari.