The 15th Hong Kong International Jewellery Show, with a host of new features and a record number of exhibitors, aims to boost the SAR's standing as a leading centre for the trade. More than 770 exhibitors from 28 countries will take part in the show, which opens tomorrow and ends on Saturday. The total export value of Hong Kong's jewellery last year was $10.5 billion. Benjamin Chau, senior manager (exhibitions), of the Hong Kong Trade Development Council, said the figure showed the importance of jewellery to the SAR. Manufacturers were now producing their own designs which made Hong Kong a major competitor in terms of both price and innovation, he said. Industry experts say Hong Kong is renowned for its flexibility in accommodating the needs of customers and its ability to manufacture a range of medium to high-price products. In response to market trends in Europe and a more fragmented market, many companies have started to produce more lower-price items for young executives. Gemset jewellery is the most popular line, particularly diamonds set in 14k or 18k gold. 'The jewellery show is an excellent place to highlight Hong Kong's jewellery manufacturing capabilities,' a spokesman for the Hong Kong Jewellery Manufacturers' Association said. Other popular export products include chuk kam (24k pure gold) jewellery and pearl designs. Hong Kong is also a leading centre for the production of jade jewellery and its design is leaning towards simplicity. Domestic exports account for more than 70 per cent of the industry's total, with the United States and Japan being the two major markets. 'With most Hong Kong manufacturers having their main production facilities in the mainland, this enables them to sell their products at competitive prices to the international market,' an industry spokesman said. While the industry regards a domestic sales market of 70 per cent as high, this includes tourists and local buyers. According to the Hong Kong Tourist Association, spending on jewellery products accounted for two-thirds of export revenue, with the majority of purchases being made by mainland visitors. Chuk kam jewellery continues to be promoted for its innovative designs that stress strength and simplicity coupled with the changing perception of gold jewellery. As such, it is attracting the attention of the younger market. The jewellery market is no longer the domain of women: manufacturers are turning out more cuff-links, tie clips, rings and necklaces for male customers. The Hong Kong Trade Development Council (TDC) has introduced several features this year, including better products categorisation so that buyers can find suppliers more easily. Hall 1 will feature fine jewellery and applications, packaging and equipment; Hall 2 has been set aside for gemstones and international group pavilions; and Hall 3 will house the World of Pearls pavilion. 'Buyers looking for particular products can easily go to the corresponding hall and locate the suppliers,' Mr Chau said. Buyers seeking specific exhibitors will also be able to use 13 self-service electronic location finders at different parts of the centre. The TDC will publish a daily newspaper with each day's highlights. The first issue will be distributed at the opening ceremony. A Web-site designed for the event can be found at http:/hkjewellery.tdc.org.hk