Soo Kee ties up with HK's Global Crown to target China bridal market
They will set up joint venture Diamond Avenue Investments; deal comes just months after the Singapore-based jeweller's expansion into Thailand
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Singapore
HOMEGROWN jeweller Soo Kee Group has entered into a joint venture with Hong Kong's Global Crown Group Holding to get a large slice of China's booming bridal market.
The two companies signed a memorandum of understanding on Wednesday to form Diamond Avenue Investments, which will hold the rights to sell diamond products under Soo Kee's bespoke bridal jewellery brand Love & Co in both China and Hong Kong.
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