JNA Awards 2020 - Jewellery Industry Best Practices

JNA AWARDS • 2020 79 collaborated with Alipay for its Chinese New Year promotions, which helped the brand reach nearly 223 million people and attract 150 million online customers. It also rolled out an anniversary promotion on Xiaohongshu, which recorded over 11 million clicks and raised brand awareness among younger consumers with the help of testimonies from key opinion leaders. Outstanding in every way Lukfook adopted amulti-brand strategy to keep its customers engaged. This is most apparent in 2018, when it opened over 60 Dear Q and Goldstyle independent stores. “These allowed us to carry entry-level and mid-tier products that add a new dimension to our brands, one that sets them apart entirely from Lukfook Jewellery,” explains Wong. The company appointed Chinese actor Li Yi-feng as a global spokesperson – a move that translated to one million followers in Weibo in a span of two weeks. Lukfook launched “Slim Waist” and “Red Lipstick,” two chic necklace and pendant product lines that have become hot-selling items in a short period of time. The company trained its staff to act as GIA diamond consultants and wedding consultants at all its shops as a value- added service to customers. Giving back Lukfook also stands out for its mindful attitude towards its partner communities and staff. For one, it donated around US$286,000 to support healthcare workers in Wuhan who are battling the pandemic. The company also made donations to charitable non-government institutions that support the underprivileged, such as Oxfam, Tung Wah Group of Hospitals and Lifeline Express. It even launched the Lukfook Volunteer Team, which enables employees to participate in meaningful activities like Green Power’s “Hiking x Eco Clean Up” to protect the environment and Fu Hong Society’s “Action and Handicraft Workshop” with mentally challenged people to help them integrate into society. Innovative, adaptable and socially responsible, Lukfook is proof that being an outstanding enterprise is possible, even during tough times. 1. Lukfook Jewellery shop featuring interiors in soft champagne gold tones 2. A pair of earrings from the Love is Beauty Collection by Lukfook Jewellery 3. Lukfook Jewellery Park in Nansha District, Guangzhou 4. Wong Wai Sheung, Lukfook Group Chairman and CEO 5. Diamond ring from the Love is Beauty Collection by Lukfook Jewellery 6. Goldstyle shop 3 4 5 6