by Lise Leonhardt Hjort
“Women wear fur to express their personality.”

“Saga Furs of Scandinavia’s establishment of a design centre in Beijing is highly interesting to all of us, and even more so to the Chinese fur industry.

With the inspiration they will now be getting from SAGA, Chinese manufacturers and designers will have access to an experienced resource and innovative professional skills,” says Ola Aa Eldøy, Managing Director of Oslo Fur Auctions in Norway.

www.pelsinform.no

“The Chinese fur industry has a great opportunity to benefit from the know-how and design techniques that SAGA has developed through decades of innovation, and this means that the domestic Chinese market can grow and develop an international position as a fur manufacturer through new and more interesting products, design, and expertise,” says Aa Eldøy.

Oslo Fur Auctions Ltd. (OFA) was founded in 1947. Today, the auction house handles approximately 350,000 mink skins and 450,000 fox skins annually.

“Oslo Fur Auction has been very focused on the Chinese market for many years now through SAGA, and SAGA FOX® and SAGA MINK® labels have gained a strong market position. Today, Chinese manufactures and designers alike know that SAGA stands for quality - and this is the time for SAGA to further develop and strengthen the Chinese focus on quality and design,” says Aa Eldøy, who feels that women today view fur in a whole new light.

“Fur is no longer just a symbol of wealth and status. It is not used to confirm a woman’s marriage and social standing, as it once was, when a man would buy his wife a fur coat to celebrate their 25th anniversary. Today, women wear fur to express their personality and they buy their own furs,” says Aa Eldøy, who bases this progress on strong fashion roots.

”The international fur trade knows that we are an integral part of the fashion world; we have developed a enduring relationship with international fashion houses and designers. Fur is important part in a world of constant change and occasional chaos. Fur is not something you buy and throw out. It has staying power due to the fantastic material, quality, and impressive craftsmanship – and in our modern society everybody needs something that grants them the feeling of dependability and lasting value,” he says, adding, “Most people love summer. A lot of people love winter – not because of the cold, but because it gives them the opportunity to wear fur.”