Hong Kong-based Coronet, a brand under Aaron Shum Jewelry Ltd, recently launched its diamond museum in the city, showcasing a fusion of artistic display and retail experience.

The Coronet Diamond Museum officially opened its doors on August 15, 2025 in Tsim Sha Tsui. Spanning more than 5,300 square feet, it features a collection of rare diamond masterpieces, including 10 record-breaking creations certified by the Guinness World Records.

The space also integrates a retail boutique where visitors can explore Coronet’s wide array of jewellery collections. These range from diamond jewellery featuring the brand’s patented diamond-setting technique to coloured gemstone pieces and its signature Middle Eastern Gold Jewellery Collection.

Aaron Shum, founder of Coronet and the museum, said the initiative reflects the company’s commitment to promoting jewellery culture and art.

“We hope the Coronet Diamond Museum will become a cultural tourism landmark in Hong Kong, aligning with the government’s Blueprint for Arts, Cultural and Creative Industries development,” said Shum. 

“Our goal is to entice both locals and visitors from China and overseas, showcasing Hong Kong's prowess in jewellery craftsmanship and groundbreaking design innovations, while sparking a newfound fascination for jewellery among the public. This cultural tourism initiative will inject vitality into Hong Kong,” he continued.

Shum highlighted the declining interest in jewellery purchases among younger consumers, who increasingly favour alternative options such as electronics.

“We strive to inspire younger generations to appreciate jewellery not merely as luxury items, but as a form of art that embodies profound cultural significance,” he added.

Coronet has outlined plans to extend invitations to young individuals from universities and various organisations in Hong Kong, China and overseas for guided tours of the museum, aiming to inspire and educate them about the exquisite world of jewellery artistry.