Photo provided to China Daily

"Whatever the best-seller in Europe is, it is also the best-seller in Macao. There's no difference in terms of customers if you have something very nice and special."

Having no boutique in the Chinese mainland does not mean Chinese customers don't buy Carrera y Carrera, she says.

"Chinese are global shoppers, whether it's in Tokyo, Dubai, Madrid or Barcelona. Actually we have more and more Chinese customers outside China. For example, in San Francisco, 25 percent of our customers are Chinese."

Though the first store in Beijing failed to live up to Kuprianova's expectations, she still believes Chinese costumers are becoming more sophisticated.

"They no longer only look for big brands, what their friends and relatives are wearing. They don't need to buy the same one to tell people 'I know the brand and I can afford it'.

"Our jewelry is for people who have earned their money through hard work. These people want to have something really special. They will buy jewelry for themselves or as a gift for someone they know very well, like a wife or girlfriend."