Mr. Bags Taps Into Fine Jewelry and Watch Market

SHOP WITH HIM: Tao Liang, or commonly known as Mr. Bags to his millions of followers in China across WeChat, Weibo and Xiaohongshu (Red), unveiled his new project Mr. Jewelry & Watch on Monday. Its WeChat account amassed more than 10,000 followers within the first hour of launch, and its first article about iconic jewelry from 23 luxury brands had 50,000 views in two hours. Liang said the new vertical will be targeting female readers who “have bought many luxury handbags and want to pursue something more precious and long-lasting.” It will focus on the brand’s classic collections and gradually expand into seasonal or special collections. “I think this would be a perfect opportunity, just like how I started Mr. Bags; Mr. Jewelry & Watch will become a guide to Chinese consumers. As one of them, I know what they want to know, what they are curious about, and how to educate and communicate with them,” he said. “Many Chinese girls own 20-plus luxury handbags in their closet and know so much about handbags. When it comes to fine jewelry, however, they only know about Cartier Love and Tiffany T. Not to mention they have no idea of the price point of watches from

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