Shenzhen's first jewelry festival kicked off yesterday morning in Luohu, offering citizens with the newest fashions as well as free consultations.

Industry insiders, including manufacturers, dealers and government officials, will gather at seminars to discuss issues like brand-name strategies, marketing, technical cooperation and new trends in design for the local jewelry industry on the sidelines of the weeklong festival.

"The festival offers a platform for manufacturers to promote their brands among the general public and for industry insiders to brainstorm new ideas," said Vice Mayor Chen Yingchun at the opening ceremony held at the Jinli international jewelry trade center.

To attract more people to the festival, organizers are holding lucky draws for dealers who order more than 3,000 yuan (US$384.62) worth of jewelry at three festival venues in Shuibei, Luohu District. On Saturday morning, organizers will invite 3,000 people to visit jewelry factories and attend workshops where connoisseurs value jewelry items.

The Anhua investment company, chief organizer of the festival, has also arranged a free consultation service at the Jinli center, where citizens can have their own jewels examined.

The festival aims to boost the local jewelry industry and maintain the city's position as an international jewelry production center in response to a call by Mayor Xu Zongheng, who inspected the Jinli center in February, said Mao Jianhua, a senior official with Anhua.

The city has witnessed a boom in its jewelry industry lately, which produces more than 70 percent of the Chinese-made jewelry. Shenzhen has more than 2,000 firms involved in the industry with 300 registered last year in the Shuibei area alone. A total of 17 foreign jewelry firms are established in Shuibei, the biggest domestic jewelry center which boasts 15 famous Chinese brands. An international jewelry fair is also held in the city each September.

Xu suggested building the Shuibei area into a jewelry industry park and promoting the whole area with a brand name like wines from Bordeaux.

"The jewelry festival will hopefully promote Shuibei as a brand name, and give people a chance to learn more about the industry. Jewelry is affordable and bought as a common product by more local households today, not only the well-off," said Lu Yi, chief of Luohu District Government.

He said the Luohu District Government is drawing up long-term plans to lend more support to jewelry manufacturers, so that they can introduce more advanced technologies and talent to improve efficiency and upgrade designs.

Though Shuibei boasts many famous Chinese brands and produces a large proportion of the world's jewelry, it lacks a high-end international brand name.

"We will create preferential policies to help local firms attend jewelry fairs abroad to promote local brands, and try to establish Shenzhen-made jewelry as a prestigious brand," Lu said.

Editor: Yan