Over the past 25 years, Liao Chuangbin has adhered to his mission of creating refined original designs and further raising the profile of Chinese jewellers. In fact, CHJ Jewellery has won over 100 jewellery design awards under his pivotal leadership.

Liao utilised a multi-pronged approach to provide new impetus to China’s jewellery industry by collaborating with well-known international designers, nurturing upcoming ones and introducing fresh aesthetic concepts.

“Innate creativity is crucial to the enduring success of China’s jewellery industry,” said Liao. “Original designs consist of two important elements: Seeking cultural inspiration and maintaining a brand’s unique artistry.”

Liao is actively promoting Eastern culture through CHJ’s initiatives like establishing the CHJ Museum of Jewellery, which showcases over 3,000 traditional jewellery pieces from China. Several crossover marketing campaigns meanwhile effectively introduced Chinese workmanship to the world.

CHJ likewise plays a relevant role in preserving and promoting China’s cultural heritage such as filigree inlay art. It launched a studio to nurture new talents wanting to master this craft.

“The best way to protect our cultural heritage is to keep it alive by inspiring new artists and giving traditional filigree crafts a modern twist,” noted Liao. CHJ successfully diversified its product offerings with contemporary filigree jewellery and embarked on promotional campaigns to raise consumer awareness and attract younger buyers.

“Tradition can be refreshed to become fashionable,” he added. “Melding cultural elements with modern designs presents limitless possibilities.”

For more information about the “Extraordinary 40” Awards, visit jwawards.com.

As part of its 40^th anniversary content programme, JNA is casting the spotlight on the “Extraordinary 40” Awardees with special online features covering the highlights of their careers and the valuable lessons they have learned along the way. Click here to view the “Meet the Extraordinary 40” series from May to September, with new profiles published every week.