Yang Mi

For most brands, such partnerships are approached cautiously and start with a specific collection as the two sides gauge public opinion.

The actress Yang Mi, who made her name in TV dramas and later in movies and fashion, was chosen as ambassador for Piaget's Possession collection, and this year she was made the face of the American brand Estee Lauder.

"We wanted someone who could express different personalities and mood through these five colors (of the collection)," says Marguerite Sam, managing director at Piaget China.

"Yang Mi for us is someone fully accomplished in the way that she's a beautiful lady, a fashion icon, an actress, a mother and a businesswoman. She has a strong and charming personality, representing different facets of these new pieces."

While the fans of young celebrities such as Yang are usually young themselves, they have limited spending power, but the brands are looking further than the current situation.

"We hope to draw on her influence to disseminate the message and the concept of this collection to more people. That message is that it is not just a piece of jewelry, but also a companion to an independent woman. Turn and the world is yours. With the wonderful colors of this collection, a woman can boldly express her character and her emotions. Once more and more people get to know us I think it will become a fashion accessory."