JNA Awards 2020 - Jewellery Industry Best Practices

JNA AWARDS • 2020 39 2020, an online platform that provides practical and useful information on fine jewellery. It is worth noting that the company is willing to share its online innovations to its peers. In July 2020, BOJEM gave a talk as part of the Shenzhen Jewelry Designers Association, and opened up about its marketing model, which serves as a meeting point between online and offline experiences. Ode to craftsmanship Aside from making its mark through the effective use of social media, BOJEM invests in improving product quality, especially for its brand, Bao Jie Jewelry. The company joins forces with respected manufacturers to create pieces inspired by French designs that are blended with Oriental aesthetics. This is most apparent in its line of mosaic jewellery, born from ongoing collaborations with the century-old company Piearth, as well as similar partnerships with craftsmen from Germany, Italy and Japan. It has also established long- term partnerships with the Mochizuki family in Japan. BOJEM also continues to produce its renowned Heritage Filigree Collections, which now consist of more than 50 items – some of which have already reaped recognitions. These include Bao Jie’s tanzanite filigree work, which won the Global Original Jewelry Design Award at the International Excellence Award 2017 organised by Tencent; and the “Faith” filigree inlaid bracelet, which won the “Interesting Design Award of the Year” at the Bazaar Jewelry Dinner in 2018. “A lot of cross-border initiatives were also launched in 2020, such as selling jewellery via live broadcast, while undertaking partnerships that promote various Chinese handicraft traditions. These resulted in positive word-of-mouth marketing,” reveals Zhao. Through these efforts, the company showed its support to traditional crafts such as Yunjin Nanjing brocade and Suzhou embroidery – both of which are highly regarded for their beauty, history and the livelihood opportunities they present to artisans. A live broadcast also featured new-generation Yunjin artist Wu Ying, who talked about the Yunjin and Hanfu cultures. More than 16,500 live viewers tuned in to the video, which also tallied 25,000 live interactions. Industry solidarity As part of its efforts to reduce the spread of COVID-19, BOJEM provided protective personal equipment to the China Jewelry Industry Association, National Gemstone and Jade Quality Supervision and Inspection Centre, Qinhuai District in Nanjing, government offices and other institutions. Free face masks were also distributed to BOJEM’s more than 200 employees and Bao Jie customers in Wuhan. 1. ‘Flowers in Versailles’ series 2. ‘Heart of the Sea’ tanzanite necklace 3. Joyee Zhao with Chinese actress Xin Zhilei at the Chanel Spring/Summer show in 2020 4. Zhang Wuji, co-founder and CEO of Bao Jie Jewelry. He is also co-founder of BOJEM 5. Handmade necklace from the Heirloom Series using filigree inlay techniques 3 4 5