JNA Awards 2020 - Jewellery Industry Best Practices

46 JNA AWARDS • 2020 CHJ Jewellery Founded in 1996, CHJ Jewellery has faithfully pursued its goals of being both a source of fashion jewellery and national pride. Such dedication has led it to open more than 1,000 stores in over 190 cities in China, and garner accolades from international organisations – including back-to-back honours at JNA Awards 2020. Industry Innovation of the Year – Marketing “Every piece of jewellery evokes emotions and feelings. This is why we pay great attention to the emotional meaning behind each piece of jewellery,” starts off Liao Chuangbin, CEO of CHJ. Recently, the company captured the increasing sense of pride that stemmed from the popularity of traditional Chinese culture on the world stage. To translate this idea into amarketable product, it partnered with Traditionow and award-winning designer Oki Sato of NENDO. Together, they developed the Filigree Candy series, a product line that incorporates the art of traditional Chinese filigree – delicate metalwork using threads of gold and other precious metals – with modern designs. In the process, they also created a new product category that pays tribute to an “intangible cultural heritage.” One thing that sets Filigree Candy apart is its use of crowdfunding platforms. Launched through Alibaba Auction and Alifish, these products are manufactured based on the volume of orders from online users. “This breaks through the existing distribution model – effectively reducing stock and capital pressure to a large extent,” shares Liao. It also helped that celebrity Li Jiaqi participated in the live broadcast of the launch, while other known figures Categories: Industry Innovation of the Year – Marketing Outstanding Enterprise of the Year – APAC Country / Region: China 1