Sparkling glory

Tipperary's products designed by Louise Kennedy, an Irish fashion designer. [Provided to China Daily]

Irish crystal maker charts ambitious growth with Chinese partnership

When you think of Ireland your mind is likely to be brimming over with a glass of Guinness before another kind of glass, crystal, springs to mind. Unbeknown to many, especially Chinese, Ireland is home to some great crystal bands, such as Tipperary Crystal.

The high-end crystal maker opened its first store in China on Jan 10, marking its formal entry in the world's second largest economy.

Located in Yiwu in Zhejiang province, where its Chinese partner Neoglory Group is based, the 90 square meter store is also the first Irish crystal shop in China.

"There is a growing demand for crystal wine glass and corporate gifts in China," Declan Fearon, managing director of Tipperary Crystal, says.

Tipperary Crystal, established in 1988, has a history of innovation through design. Working with talented Irish designers, it is now a recognized leader in high-end crystal designs as well as the official trophy supplier for many leading sporting events.

Tipperary Crystal's China endeavor began 15 months ago when it engaged investment bank Morgan Stanley in Hong Kong to help find a local partner, which set the tone of its partnership with Neoglory, a Chinese accessory maker that has thousands of stores across the nation.

"We are in charge of design, production and packaging the products for sale in China, while Neoglory will undertake sales and marketing," says Fearon, explaining how the partnership works.

"We had the most amazing response in the first 24 hours when the store opened."

Focusing on household design, Zhang Chaoyang, general manager of the European brand office at Neoglory, says there is "a wide range of" products including glassware, vases and chandeliers.

"We believe there is a growing demand and bright future for luxury crystal household products among middle and high-end consumers", Zhang says. "The hand-made nature and the sense of inheritance makes our products competitive."

Keenly aware of the difference in tastes between Chinese and Western customers, Tipperary has launched a special collection of crystal for its China store.

According to market research conducted by Neoglory Group, most Chinese consumers prefer oriental style products, which inspired the international crystal designer to act more locally.

Tipperary Crystal now has 12 workers dedicated to analyzing Chinese culture and producing new designs that cater to Chinese consumers.

By integrating traditional Chinese elements such as porcelain, the Chinese zodiac and ancient dynastic style, the classic and iconic Irish crystal enterprise has radiated new vitality.

"We feel that the Neoglory partnership is our competitive advantage in China," Fearon says.

Looking to the future, Zhang says there are plans to open a second store in Yiwu soon and "one to five branches" in China's top-tier cities or airports.

If crystal sales take off at the pace expected, Fearon says, the two partners would consider building a crystal factory in China with Irish expertise.

"We have gathered 160 former Waterford Glass workers waiting to go to work in China if a crystal factory is opened there," he says.

Waterford, the Irish crystal company, closed its factory in January 2010 amid crippling debts, and hundreds of highly skilled local workers lost their jobs.

"China is by far the most important market for our business," Fearon says. "Its business environment is very open and it provides tremendous opportunities for foreign firms. China's importance for the Irish economy can't be underestimated."

China Daily