JNA Awards 2020 - Jewellery Industry Best Practices

40 JNA AWARDS • 2020 As co-founder of BOJEM, Joyee Zhao transformed a thriving new media platform with a significant following into an online business venture that designs and retails its own lines of diamond and coloured gemstone jewellery. It was a feat she accomplished at the right time when she launched her business in 2014. Back then, businesses in China had begun to embrace the power of social media when it came to responding to changing consumer demands, and as an effective channel for improving the production, distribution and sales of various commodities. “We adopted the WeChat marketing trend, wherein we share short videos and live broadcasts to drive sales as we continue to grow our fan base of more than 3.6 million individuals,” says Zhao, who also created Bao Jie Jewelry with Zhang Wuji, co-founder of BOJEM and CEO of the fine jewellery brand. Quality gemstones BOJEM’s clientele are given access to one-of-a-kind collections and reliable service at all times. “It’s not only about giving our customers richer options but more of making the product discovery experience an enjoyable one,” notes Zhao, who aspires to turn her company into one of the most influential Chinese jewellery brands in the world. Believing that creating a good product starts with the use of quality raw materials, she established direct supply partnerships with major mines in Colombia, Mozambique, Sri Lanka, Brazil and Tanzania. Not only does this help BOJEM secure a steady supply of coloured gemstones, it also lowers costs by ensuring that procurement is completed without intermediaries. She also set stringent standards to ensure her gemstones are of fine quality. Zhao keeps a close eye on jewellery design, favouring French aesthetics infused with Oriental elements. She and her team also tapped on experts from other parts of the globe to diversify BOJEM’s product offerings as seen in its partnerships with craftsmen from Germany, Italy and Japan, who oversee the company’s mosaic jewellery requirements. Joyee ZHAO BOJEM Category: Young Entrepreneur of the Year (Age 40 and below) Country / Region: China 1