Country / Region: Taiwan
About Chii Lih Coral Co Ltd:
Established in 1973 as a wholesaler of semi-finished coral products, Chii Lih expanded over the years to embrace vertical integration. It set up its own coral jewellery production operations before taking the bold leap into retailing in 2007, positioning coral and its jewellery products as “must-haves” for the millions of visitors to Taiwan annually.
A key factor in its strategy was to position the brand as accessible to customers from all economic backgrounds, offering fashion accessory items with prices as low as US$20 as well as fine jewellery pieces with a million-dollar price tag.