Keeping the focus on jewels

[Photo provided to China Daily]

Wang, who started out as a journalist at the Xinhua News Agency, has worked both in China and in Europe, building an extensive professional network.

While working as a journalist, he was also an entertainment agent, a fashion event organizer and a marketing specialist.

He later joined Viva, a new media company, and built it into the largest digital magazine operator in China.

Then, spotting an opportunity in the smart jewelry business, Wang joined forces with Italian jewelry designer Marco Dal Maso to create Totwoo.

"This is a global opportunity. Smart jewelry should be more about fashion, rather than about technology," he says.

As for the brand's marketing strategy, Totwoo uses global social networks like Polyvore, where fashion bloggers style their own jewelry.

For a recent campaign, Totwoo received more than 3,000 pictures from fashion bloggers on Polyvore and attracted more than 20,000 followers in the community.

"The more international a brand is, the easier it is to promote in the Chinese market," says Wang.

Totwoo's jewelry is priced between $200 and $300 a piece, and are sold on Totwoo's website and major e-commerce platforms like JD.

It is also going to be sold at the Beijing branch of 10 Corso Como, the multi-brand fashion boutique from Milan.