JWA 2021 Jewellery Industry Best Practices

36 | Jewellery World Awards 2021 CHJ Jewellery CATEGORY: By being faithful to its brand values, CHJ Jewellery has grown into one of China’s most respected jewellery businesses. With a market value of US$816 million, the K-gold jewellery specialist continues to grow, as seen in its network of 1,000 franchise stores spread across more than 190 cities and its presence in 11 online shopping platforms, including Tmall and Taobao. Inspired by tradition and propelled by innovation, CHJ puts the spotlight on filigree inlay art through its extensive selection of K-gold ornaments, trendy accessories and wedding jewellery collections. “We are committed to preserving and innovating imperial filigree craftsmanship, and combining this ancient technique with modern design aesthetics,” says the company. “In addition to being beautiful, each piece carries with it a wellspring of national traditions that makes it appealing to a new generation of consumers.” The jeweller demonstrates its commitment to keeping the complex art form alive by building a jewellery museum that showcases the art of imperial filigree. There, one would find at least 3,000 precious works preserving and promoting one of China’s intangible cultural heritages, including the world’s biggest and most labour-intensive filigree piece, “Wind and Rain Bridge.” TIMELY TRANSFORMATION Despite the wealth of resources at its disposal, CHJ felt the brunt of the pandemic as various restrictions were implemented both in China and around the world. In the midst of temporary store closures and changing consumer behaviours, the jeweller hastened its digital transformation, which was first launched in 2017. Outstanding Enterprise of the Year – APAC COUNTRY / REGION: CHINA 1