NAPLES, Italy, Nov. 3 (Xinhua) — Marco Russo, who comes from an Italian family that has been dedicated to making handcrafted jewellery for more than a century, is preparing for another trip to Shanghai to meet with Chinese consumers as he aims to expand his company’s business presence in China.
As the 6th edition of the China International Import Expo (CIIE) approaches, Russo, the CEO of Russo Cammei, is confident that the expo will further boost the growth of his family business in the Chinese market.
Russo recalled the “great experience” he had when he attended CIIE for the first time in 2019. “It was incredible how many Chinese consumers came to visit us and showed great interest in our art,” he said.
Since then, the jewellery maker has been a regular exhibitor at the annual event, as well as at the consumer goods fair in Hainan, even during the pandemic.
Having attended business-to-business jewellery fairs in various cities around the world, Russo noted that CIIE is special because it also functions as a business-to-consumer trading platform.
“CIIE is a very useful event and a very useful opportunity to test whether Chinese consumers like our creations or not,” Russo said.
Russo and his brother represent the fourth generation of their family business, based near the southern Italian city of Naples, which specialises in making cameos – a type of jewellery featuring relief carvings on shells that can be worn as necklaces, rings, bracelets and earrings.
A traditional selection of images for carving includes mythological figures, scenes and portraits, while modern ones may include botanical and animal elements such as primroses and daisies. Framed in silver or gold, cameo jewellery is of exquisite elegance and artistic beauty.
Highlighting the long history of Chinese art, Russo said Chinese consumers appreciate cameo jewellery and are eager buyers, which “drives us to make a significant investment in this market”.
Having attended CIIE several times, Russo has developed valuable business partnerships in Shanghai. He now plans to organise roadshows and use digital platforms to expand his customer base.
Despite the fluctuations in the global economy, Russo expressed his confidence in the recovery momentum of the Chinese economy, which has the capacity to generate brisk business. Investing in China is a good decision, he said.
The Russo family welcomes more than 100,000 visitors a year to the Coral Palace, a historic building built in a local architectural style near Naples that was purchased by the family business. Inside the building, they display the creations of their engravers and offer a wide range of cameo items for display and sale. Russo says he looks forward to displaying Chinese art in the building in the future.
As more young women begin to appreciate cameo and wear them for both formal and casual occasions, Russo said they are trying to “blend the tradition of cameo art with the innovation of new models”. At this year’s CIIE, he will be bringing cameo pieces designed for men as well as new collections for women.
