MINTYGREEN
Chow Sang Sang · Hong Kong
MINTYGREEN is a Hong Kong jewellery and accessories brand owned by the Chow Sang Sang group. It offers chic everyday pieces aimed at younger shoppers, positioned as fun, affordable luxury.
| Parent group | Chow Sang Sang |
|---|---|
| Origin | Hong Kong |
| Target | Generation Y and Z |
| Positioning | Affordable luxury |
| Website | chowsangsang.com |
What is MINTYGREEN?
MINTYGREEN is a jewellery and accessories brand within the portfolio of Chow Sang Sang, the Hong Kong jewellery group. The group presents the brand as a way to make affordable luxury fun and refreshing.
Products and positioning
MINTYGREEN designs chic accessories for everyday wear, including gold rings, necklaces and earrings, with collections such as Glow in 999 gold. The brand targets younger consumers in Generation Y and Generation Z, and reaches them through celebrity endorsements and crossover collections with licensed brands.
- Everyday jewellery and accessories
- 999 gold collections
- Celebrity endorsements and licensed crossovers
Distribution
The brand sells through physical stores and online, with the group describing the two channels as closely linked. Its pieces are available through the Chow Sang Sang online shop.
Why it matters
MINTYGREEN illustrates how established Hong Kong jewellery groups are building younger, trend-led sub-brands to reach Gen Z shoppers with lower price points and pop-culture tie-ins.
Frequently asked questions
Who owns MINTYGREEN?
MINTYGREEN is part of the brand portfolio of the Hong Kong jewellery group Chow Sang Sang.
What does MINTYGREEN sell?
MINTYGREEN sells chic everyday jewellery and accessories, including gold rings, necklaces and earrings.