Romanson, a Korean manufacturer of jewelry, accessories and watches, said it will be changing its company name to J Estina at an upcoming shareholders’ meeting on May 31, ditching the name that it has used for watches since 1988.

J Estina is Romanson’s jewelry brand launched in 2003. After sponsoring jewelry for celebrities such as figure skating star Kim Yu-na, the company’s sales in jewelry and accessories began to lead its overall sales in 2007. 


The name change comes as sales of jewelry and accessories make up more than 80 percent of the total sales of the company, Romanson said.

Recently, actress Song Hye-kyo wore J Estina’s earrings and bags in the TV drama hit “Descendants of the Sun,” leading to massive sales among Chinese tourists.

The company currently has eight outlets in China and it said it would be increasing this number to enhance global sales.

Romanson has suffered a steep decline in share prices, mainly due to investor jitters over the forced halt of production at its factory in the inter-Korean Gaeseong Industrial Complex in North Korea. The share price fell from 22,100 won on June 22, 2015 to 13,950 won on April 15.

By Kim Yoon-mi (yoonmi@heraldcorp.com)