The Italina brand is named after the company. Launched in the China market in 1989, it is the first brand of the company to compete in China’s fashion jewelry industry. The early Italina was well known for its replica jewelry. With a change of the Italina business model, the company added silver items for diversity in 2003. This converted Italina from a single replica jewelry brand into a trendy ornament brand that covers additionally the demand of middle and high level consumers, shaping a jewelry brand that features Fashion and Focus.