Chinese consumers have been increasingly turning to local brands across a wide range of industries. In sectors such as sportswear, beauty and electric vehicles, local names have surged ahead, driven by rising national pride and improving product quality. Yet amid this shift towards homegrown products, luxury jewellery remained a category resistant to change. For decades, European brands such as Cartier and Van Cleef & Arpels have held an unyielding grip on the Chinese market.
中國消費者越來越多地轉向各行各業的本土品牌。在運動服裝、美容和電動汽車等行業，在民族自豪感不斷增強和產品質量不斷提高的推動下，本土品牌已大幅領先。然而，在這種轉向本土產品的趨勢中，奢侈珠寶仍然是一個抗拒變化的類別。幾十年來，卡地亞(Cartier)和梵克雅寶(Van Cleef & Arpels)等歐洲品牌一直牢牢掌握中國市場。
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