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Expo glitters for city jewelers

JEWELERS are hoping to cash in on World Expo by offering licensed diamond and jade jewelry for sale.

The Diamond Administration of China is talking with Expo organizers to allow more jewelers to become official Expo merchants.

Twelve jewelers, including Shanghai Laofengxiang Co, Shanghai Lao Miao and Chenghuang Jewelry, are already licensed to sell official souvenirs.

"Expo is a golden opportunity for domestic jewelers to promote products," said Li Mu, vice chairman of the diamond administration.

Laofengxiang expects sales of Expo jewelry, including diamond, gold and silver products, to top 2 billion yuan (US$293 million) in total.

"About 10 percent of our nationwide revenue this year is expected to be generated by Expo jewelry," said the company's Lu Jixin., an online diamond jeweler, also hopes to sell 300 million yuan worth of Expo-related jewelry.


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