Asia's Success Story
Crossfor: Breaking boundaries in innovation and design
2017/11/03
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Pendant featuring the ‘Dancing Stone’ setting

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Hidetaka Dobashi, founder and president of Crossfor Co Ltd

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Heart-shaped pendant with a dancing stone in the centre

After successfully introducing the phenomenal “Dancing Stone” technology to the global market, Crossfor is laying the groundwork for further expansion and growth. It has since been listed on the Jasdaq Standard – a move that is seen to cement the company’s reputation as a market mover and trailblazer in the fine jewellery business.

After successfully introducing the phenomenal “Dancing Stone” technology to the global market, Crossfor is laying the groundwork for further expansion and growth. It has since been listed on the Jasdaq Standard – a move that is seen to cement the company’s reputation as a market mover and trailblazer in the fine jewellery business.

Crossfor Co Ltd remains at the forefront of advancements in jewellery manufacturing and design. In 2011, it introduced the patented “Dancing Stone” diamond setting, a groundbreaking technology in modern jewellery production. Developed by company founder Hidetaka Dobashi, Dancing Stone allows jewellers to set the centre stone in a semi-floating state. Since the stone is in constant motion – the setting imitates the movement of a swing – the stone “twinkles like a heartbeat.” This unique mechanism allows diamonds and various gemstones to be set without damaging the stones, the company said.

Developments

In July this year, Crossfor held an initial public offering (IPO) on the Jasdaq Standard. Dobashi considers listing on Jasdaq as one of the company’s greatest achievements since it opens countless doors of opportunities for Crossfor.

“Being a public company provides Crossfor with high creditworthiness, which in turn, boosts customer confidence. We have seen stronger interest in our Dancing Stone products now that we have gone public,” noted the company official.

Proceeds from the IPO will be allocated to brand-building and business expansion, among other initiatives, according to Dobashi. Reinforcing the company’s global customer base is of paramount importance, as is introducing the Dancing Stone to the general public, he added.

Crossfor currently has over 100 licensees, mostly in the US, China and India. It now intends to make further inroads in the Middle East and Southeast Asia, particularly Indonesia and Vietnam.

The company provides the technology and a marketing programme to its licensees, who have reported increased sales due to the Dancing Stone. On top of this, Crossfor also offers continuous technical and marketing support.

The IPO also allows Crossfor to offer more after-sales services, take legal action against copyright infringements to protect its authorised licensees and develop more components. The technology currently accommodates round, marquise, princess cuts, heart- and pear-shaped stones as well as exclusive, bespoke shapes for clients. It is recommended for 0.03-carat to 3-carat stones.

With the IPO in place, the company said it would also be more cautious when acquiring new licensees to ensure that Dancing Stone items meet its standards.

Crossfor likewise announced that it started terminating some licensees that have not been actively manufacturing Dancing Stone jewellery pieces, but is eager to sign licensing agreements with companies that have the passion to manufacture and promote the product.

Expertise

According to Dobashi, Crossfor’s Dancing Stone mechanism remains one step ahead of other products in the market with dangling functions. What makes its technology different is how the stone is set without any spring or tools, allowing more natural, undulating movements.

Crossfor also takes pride in its high quality control and the overall splendour of its Dancing Stone, he added.

Moving forward, Crossfor will continue to innovate and provide the market with trendy pieces that resonate with a wide range of buyers, stated the company executive.

“Our strategy is to always be on our toes and be vigilant about changes in customer preferences, particularly since the market continues to evolve in terms of product design and manufacturing technology,” remarked Dobashi. “Our aim has always been to create original, inventive products and present these to buyers as we continue to spread our global footprint.”

Crossfor is also counting on assertive marketing and promotional campaigns through various media to further spur worldwide demand for the Dancing Stone.

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