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Zhou Xiaoguang from Yiwu: Queen of Costume Jewelry

Zhou Xiaoguang knows a thing or two about surviving hard times. As a girl of 17, she left her poor Chinese village to make a living as a peddler. She sold embroidery hoops,needles and patterns, hefting a 100-kilogram sack as she moved by train from town to town.
Today she is a millionaire owning the world's biggest maker of costume jewelry. Her company, Neoglory Holdings Group, employs 4,000 workers in a vast factory complex in this trading hub three-hour drive from Shanghai.
The company is just 14 years old – Zhou Xiaoguang is not inclined to throw in the towel over something as trifling as a global financial crisis. To the contrary, she said the crisis is a chance to snap up faltering rivals, shift into new markets and move up the industry chain from maker of costume jewelry to designer, retailer and marketer.
“It's a difficult time but it's an opportunity too and we are ready to take advantage of it,” said Zhou, dubbed the “queen of costume jewelry” by a Chinese newspaper. “We are the top company in China in this industry.” Zhou said proudly.
That proud attitude is common in Yiwu entrepreneurs these days. China may be going through its sharpest downturn in years, with exports crashing and millions thrown out of work, but many Yiwu companies see it not as a disaster to moan about but an opportunity to seize.
Ms. Zhou is taking advantage of the crisis to sharpen Neoglory's competitive edge. The company started off as a simple low-cost manufacturer, knocking off cheap rings, bracelets and necklaces from copied foreign designs. Now it has 600 of its own stores around China, with plans to open 2,000 more in the next two years.
It has 300 designers producing more than 100 new designs a day. It has teamed up with diva Celine Dion to produce a new line of high-end jewelry. It has formed an alliance with Austria's luxury brand Swarovski to use its crystal in Neoglory products. Once a “hidden champion,” Neoglory now aspires to protect itself from economic ups and downs by becoming an enduring brand of its own, with an air of quality and romance.
With demand for Neoglory jewelry dropped by half in Europe and the United States, the company is shifting its export focus to emerging markets such as Russia, South America and Middle East. Like other Yiwu manufactures, Zhou is also putting more emphasis on the domestic market, which now accounts for 60 per cent of its $340-million annual sales, up from 40 per cent five years ago.

Rather than churning out more jewelry, Zhou said, “We have to improve design, research and processing.” To that end, she travels all over the world for trade shows and visits jewelry factories looking for new ideas. This month she is going to Switzerland. Next month she is off to the United States for the speech about investing and the economy delivered by Warren Buffett.
Zhou said that financial crisis is a chance for Yiwu companies to mature, going beyond the low-tech and labor-intensive model to lift Yiwu into a more thriving market. “Companies with good capabilities and determination can survive and even refine their skills for the better,” she commented in an interview.

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Check out these fine shops that offer Swarovski Crystal Hoop products:

Charming Life Sterling Silver Crystal Hoop Earrings $33.99 These elegant, yet simple earrings feature three pairs of distinctive, interchangeable Swarovski crystal drops on a sterling silver hoop. This jewelry was handcrafted in the USA.

Goldfill Elegance Crystal Hoop Earrings (USA) $38.99 Each piece of these fashionable and sophisticated earrings on goldfill posts is handmade by skilled artisans in the United States. With sparkling Swarovski crystals, these hoop earrings will beautifully accent any wardrobe.

Goldfill Elegance Large Crystal Hoop Earrings (USA) $47.99 These handmade goldfill hoop earrings feature Swarovski crystals in either a chocolate or watermelon color. These earrings will look great on any woman.

Charming Life Green Crystal Briolette Hoop Earrings $29.99 Earrings showcase dangling green Swarovski crystal briolettes inside of large open hoopsJewelry is handcrafted of fine sterling silverStylish hoop earrings add a touch of intrigue to your everyday wardrobe

14k Goldfill Green, Purple, Metallic Crystal Earrings $46.49 These simple yet elegant earrings feature three pairs of distinctive, interchangeable Swarovski crystal drops on a 14-karat goldfill hoop. This jewelry was handcrafted in the USA.

Charming Life Sterling Silver August Birthstone Hoop Earrings $28.49 Charm earrings showcase dangling spring green Swarovski crystalsJewelry is crafted of fine sterling silverDarling hoop earrings allow for customization by choosing from ten affinity charm themes

Charming Life Sterling Silver October Birthstone Hoop Earrings $28.99 Charm earrings showcase dangling rose pink Swarovski crystalsJewelry is crafted of fine sterling silverDarling hoop earrings allow for customization by choosing from ten affinity charm themes

Charming Life Sterling Silver Fuchsia Crystal Earrings $31.99 Earrings showcase fuchsia Swarovski crystal briolette dangles inside of a simple wire circleHandmade jewelry is crafted of fine sterling silverDress up any outfit with fuchsia crystal large hoop earrings

Charming Life Sterling Silver September Birthstone Hoop Earrings $28.99 Charm earrings showcase dangling blue Swarovski crystalsJewelry is crafted of fine sterling silverDarling hoop earrings allow for customization by choosing from ten affinity charm themes

Charming Life Silver Black Crystal Fleur de Lis Earrings $33.49 Charm earrings showcase dangling fleur de lis and crown charms along with faceted Swarovski crystal beadsJewelry is crafted of fine sterling silverStylish hoop earrings add a touch of intrigue to your everyday wardrobe

Charming Life Silver Red Crystal Key and Heart Earrings $27.99 Charm earrings showcase heart and key charms along with faceted fuchsia-pink/red Swarovski crystal beadsJewelry is crafted of fine sterling silverStylish hoop earrings add a touch of intrigue to your everyday wardrobe

Charming Life Sterling Silver Copper, Teal, Black Crystal Earrings $34.99 These simple yet elegant earrings feature three pairs of distinctive, interchangeable Swarovski crystal drops on a sterling silver hoop. This jewelry was handcrafted in the USA.

Charming Life Silver Green Crystal Chinese Coin and Butterfly Earrings $28.49 Charm earrings showcase Chinese coins and delicate butterfly charms along with faceted green Swarovski crystal beadsJewelry is crafted of fine sterling silverStylish hoop earrings add a touch of intrigue to your wardrobe

Charming Life Sterling Silver December Birthstone Hoop Earrings $30.49 Charm earrings showcase dangling light blue Swarovski crystalsJewelry is crafted of fine sterling silverDarling hoop earrings allow for customization by choosing from ten affinity charm themes

Charming Life Sterling Silver February Birthstone Hoop Earrings $29.99 Charm earrings showcase dangling rich purple Swarovski crystalsJewelry is crafted of fine sterling silverDarling hoop earrings allow for customization by choosing from ten affinity charm themes

Charming Life Sterling Silver January Birthstone Hoop Earrings $34.99 Charm earrings showcase dangling deep red Swarovski crystalsJewelry is crafted of fine sterling silverDarling hoop earrings allow for customization by choosing from ten affinity charm themes

Charming Life Sterling Silver July Birthstone Hoop Earrings $29.49 Charm earrings showcase dangling fuchsia pink Swarovski crystalsJewelry is crafted of fine sterling silverDarling hoop earrings allow for customization by choosing from ten affinity charm themes

Charming Life Sterling Silver Champagne Crystal Earrings $27.49 Earrings showcase golden champagne Swarovski crystal briolette dangles inside of a simple wire circleHandmade jewelry is crafted of fine sterling silverDress up any outfit with champagne crystal large hoop earrings

Charming Life Sterling Silver November Birthstone Hoop Earrings $32.99 Charm earrings showcase dangling golden yellow Swarovski crystalsJewelry is crafted of fine sterling silverDarling hoop earrings allow for customization by choosing from ten affinity charm themes

Charming Life Sterling Silver May Birthstone Hoop Earrings $28.99 Charm earrings showcase dangling deep green Swarovski crystalsJewelry is crafted of fine sterling silverDarling hoop earrings allow for customization by choosing from ten affinity charm themes

Debra Shepard® Swarovski Crystal Bling Strings $79 Part of the Debra Shepard® collection. These earring or necklace attachments feature genuine Swarovski crystals. Debra Shepard® designer jewelry is know for being comfortable without sacrificing style and is a fashion-forward favorite with celebrities and women of all ages.With the Debra shepard collection you can mix and match the base silver hoop with dangling elements like these so you can have a new look every day!

Black Swarovski Crystal and Pearl Necklace $119 This lovely Swarovski crystal necklace is crafted of 14K yellow gold. The jet black crystals are accented by freshwater pearls and gold beads. Perfect for day or evening wear!

Black Swarovski Crystal and Pearl Bracelet $85 This lovely Swarovski crystal bracelet is crafted of 14K yellow gold. The five jet black crystals are accented by freshwater pearls and gold beads. Perfect for day or evening wear!

Green Glass Swarovski Crystal Bracelet $65 This gorgeous sterling silver bracelet features handmade Veneto green glass beads and Swarovski crystals.

5 Clear Swarovski Crystal Earstrings® $69 Part of the Debra Shepard® collection. These earrings are 5" long and feature genuine Swarovski crystals. Debra Shepard® designer jewelry is know for being comfortable without sacrificing style and is a fashion-forward favorite with celebrities and women of all ages.

Blue Freshwater Pearl Swarovski Crystal Glass Necklace $99 This lovely necklace features blue freshwater pearl Swarovski crystals with old style veneto blue glass.

Handmade Blue Veneto Glass & Swarovski Crystal Earrings $25 These lovely earrings feature handmade blue Veneto glass with accents of genuine Swarovski crystals. Set in sterling silver.

Swarovski Crystal, Purple Bead and Ribbon Bracelet $65 This beautiful bracelet features old style veneto purple glass beads accented by genuine Swarovski crystals on a sterling silver bracelet.

Lab-Created Opal and Swarovski Crystal Necklace $329 This gorgeous bracelet features lab-created opals accented by Swarovski crystals set in a tennis necklace of 14 karat white gold.

Lab-Created Opal and Swarovski Crystal Earrings $119 These gorgeous earrings features two lab-created opals accented by four Swarovski crystals set in a dangle of 14 karat white gold.

Lab-Created Opal and Swarovski Crystal Bracelet $199 This gorgeous bracelet features three lab-created opals accented by fourteen Swarovski crystals set in a tennis bracelet of 14 karat white gold.

3 Clear Swarovski Crystal Threader Earrings $59 Part of the Debra Shepard® collection. These earrings are 3" long and feature genuine Swarovski crystals. Debra Shepard® designer jewelry is know for being comfortable without sacrificing style and is a fashion-forward favorite with celebrities and women of all ages.

Debra Shepard® Swarovski Rose Crystal Bling Strings $79 Part of the Debra Shepard® collection. These earrings feature genuine Swarovski crystals. Debra Shepard® designer jewelry is know for being comfortable without sacrificing style and is a fashion-forward favorite with celebrities and women of all ages.

Debra Shepard® Swarovski Crystal Allegra Earrings $99 Part of the Debra Shepard® collection. These earrings feature genuine Swarovski crystals. Debra Shepard® designer jewelry is know for being comfortable without sacrificing style and is a fashion-forward favorite with celebrities and women of all ages

Stuhrling Fantasia Swarovski Crystal Pumpkin Strap $149 Stunning it its detail, you will first notice the genuine Swarovski crystals accenting the entire bezel, giving it the appearance of brilliant diamonds. Beyond the petite 36mm case you will see a nice scattering of butterfly designs on dials that match the execution of each watch; the largest butterflies have also been decorated with Swarovski crystals. The Fantasia features a genuine quartz movement, reliable, accurate, and convenient, powers the classic three hand movement.

Golden Shadow Swarovski Crystal Necklace in 14K Yellow Gold $249 This lovely Swarovski crystal necklace is crafted of 14K yellow gold. The Golden Shadow crystals are elegantly spaced by a lovely chain and 14k gold beads. The necklace features a secure closure. Perfect for day or evening wear!

Golden Shadow Swarovski Crystal Bracelet in 14K Yellow Gold $169 This lovely Swarovski crystal bracelet is crafted of 14K yellow gold. The Golden Shadow crystals are elegantly spaced by 14k gold beads. The bracelet features a secure closure. Perfect for day or evening wear!

Golden Shadow Swarovski Crystal Earrings in 14K Yellow Gold $169 These lovely Swarovski crystal earrings are crafted of 14K yellow gold. The three Golden Shadow crystals dangle delicately from a leverback design and are spaced by 14k gold beads. Perfect for day or evening wear!

Inside Out Sterling Silver Hoops w/ over 500 Swarovski Crystals $139 These beautiful earrings features over 500 Swarovski crystals pave' set into inside out hoop earrings of sterling silver.

3 Aquamarine Swarovski Crystal Threader Earrings $59 Part of the Debra Shepard® collection. These earrings are 3" long and feature genuine Aquamarine Swarovski crystals. Debra Shepard® designer jewelry is know for being comfortable without sacrificing style and is a fashion-forward favorite with celebrities and women of all ages.

5 Tanzanite Swarovski Crystal Threader Earrings $69 Part of the Debra Shepard® collection. These earrings are 5" long and feature genuine tanzanite Swarovski crystals. Debra Shepard® designer jewelry is know for being comfortable without sacrificing style and is a fashion-forward favorite with celebrities and women of all ages.

Stuhrling Lady Marina Swarovski Accented Silver Dial $249 16K Rose Gold Layered Case and Case-Back; Silvertone Dial with Flesh-Color Printing for Logo and Text; White Strap with Rosetone Buckle.Swiss Quartz Movement (Ronda 505)Classic Three Hand Movement with Quick-Set Date ComplicationRound-Shaped 316L Surgical Grade Stainless Steel CaseHydraulically Embossed Dial with Wave PatternLuminova™ Filled Semi-Skeletonized Marquis Shaped Position with Swarovski™ Crystals and Applied “Bezel Set” Swarovski™ Crystal Hour Markers

Titanium Huggy Style Crystal Bezel Hoop Earrings $99.95 Earring Information Metal : Titanium, Type of Stone : Crystal, Height : 13mm (just over 1/2 inch), Width : 5mm (3/16 inch), Gender : For Her

Titanium Blue Enamel and Blue Bezel Set Crystal Hoop Earrings $99.95 Earring Information Metal : Titanium, Type of Stone : Blue Crystal, Height : 13mm (just over 1/2 inch), Width : 5mm (3/16 inch), Gender : For Her

Scroll Hoop Earrings $1399 14K yellow gold scroll hoop earrings are accented by 3/8 ct tw diamonds.

Tanzanite and Diamond J Hoop Earrings $179 These beautiful earrings feature alternating round tanzanites and diamonds set in J hoop design of 10 karat white gold.

14k 2mm Polished Round Endless Hoop Earrings $31 Fashionable round endless hoop earrings give a sophisticated look to every ensemble.

14k WG 2mm Polished Endless Hoop Earrings $76 Fashionable round endless hoop earrings give a sophisticated look to every ensemble.

14k 2x65mm Polished Gold Hoop $269 These classicly styled 2mm by 65mm 14k white gold hoop earrings never go out of style. The perfect versatile fashion accessory for a night on the town or a day at the office.

14KW Pink Sapphire Hoop Earrings $239 These hoop earrings feature round sapphires of a pink hue. Displayed in an elegant setting of 14k white gold. A bold gemstone statement. Perfect for day at the office or a night out!

A great place to shop for Swarovski Crystal Hoop products is Amazon.

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