Profile: LJ International Inc (JADE.OQ)

LJ International Inc. (LJI), incorporated on January 30, 1997, is a holding company. The Company is a vertically integrated jewelry company that designs, brands, markets, distributes and retails a complete range of fine jewelry through retail and wholesale channels. The Company specializes in colored gemstone jewelry and also offers jewelry set in yellow gold, white gold or sterling silver, as well as diamond. The Company’s product lines include earrings, necklaces, pendants, rings and bracelets. The Company conducts its retail jewelry business through the ENZO brand in the Asia Pacific region, with a primary focus in the China market. The Company operates in two segments: manufacture and wholesale of jewelry products, and retail of jewelry products.

The Company specializes in colored gemstones ranging from amethyst, aquamarine and peridot to tanzanite and tourmaline. The ENZO retail chain in China had a total of 202 stores as of December 31, 2011. The Company has established a facility in China that performs stone cutting, polishing and jewelry production. The facility is located in the city of Shenzhen in Guangdong Province, China. The Company owns certain commercial and residential properties located in Hong Kong, which are held primarily for lease.

The Company competes with Laofengxiang, Chaohongji, Laomiao, Chow Tai Fook, Chow Sang Sang, Tse Sui Luen, Luk Fook, Tiffany, Cartier and Bvlgari.