INTRODUCTION Lee Hwa Jewellery is a subsidiary company of Aspial Corporation Limited which is listed under Singapore Stock Exchange

(SGX A30.SI). In 12 November 1970, business started under Lee Hwa Goldsmiths & Jewellers Pte Ltd. 28 May 1999, becomes the first public listed jewellery company in Singapore known as Lee Hwa Holdings Ltd and on 12 April 2001 the Company changed its name to Aspial Corporation Limited (UOB Kay Hian Pte Ltd 2011) Current Situation Collaboration with renowned luminaries like Toshiyuki Kita, Dick Lee and Ashley Isham enhanced their product innovative and positioned as a lifestyle product to appeal to the fashion savvy modern woman. Being is a strong believer in innovation and state-of-art in product design, quality and services. Unique creators based on inspirations and tread makes them the market leader in Singapore jewellery industry. Their leadership is further demonstrated in 2010 by the appointment of De Beers Group to be the exclusive distributor of the FOREVERMARK diamonds in Singapore (Aspial 2010). Past Performance Title sponsor BLUEPRINT 2011, Lee Hwa Jewellerys leadership position is further illustrated during both London Fashion Week 2009 and Audi Fashion Festival 2009 showcase including being the Official Jeweller of the Singapore Fashion Festival in 2007 and 2008 (Aspial 2010). With 12.6% y-o-y high sales growth rate Lee Hwa was unable to offset the increases in rental, staff costs and depreciation. As a result, pre-tax loss of $3.3 million in 2010 as compared to a smaller loss of $1.1 million in 2009 as recorded in Jewellery Business (Aspial 2010). Riding on positive consumer sentiments and a more efficient store network, they expect higher turnover in this year Jewellery Business. While working to strengthen the long-term competitive advantage, they will also maintain a tight control over operating costs.

Key Success Factors

Factors World Class Quality Services Achievements Excellent Service Award Winner in 2002, 2003, 2004, 2005, 2006 Awarded the Singapore 1000 award for being the company with the highest growth in the retail category. Appointed as FOREVER diamond exclusive distributorship by De Beers Group. Created by cutting edge fusion technology, Purple TM Gold provides a rare, oneof-a-kind, ultimately exclusive individuality. Brings innovation and refreshing creativity to their production through the ccollaboration with creative luminaries like Toshiyuki Kita, Dick Lee and Ashley Isham. Won SK Jewellery in 2010 with 47 more design applications (IPOS 2011). Reason to success. A vital ingredient to maintain profitability and continued success in business. Competitive advantages based on their position in the market which include, brand recognition, pricing power distribution channels, a satisfied customer base, etc.

Market Leader

Unique Selling Propositions/ Value Propositions

Innovative Design

Being special in consumer eyes, in order to capture larger market share and be sustainable and profitable. Offers advantages that enable them to maintain their position in a competitive market, exploit new technologies and developed internally. Competitive advantage through designing products that satisfied demand needs. Set as a barrier for competitors imitate or matched up.

Product Differentiation