JWA 2021 Jewellery Industry Best Practices

50 | Jewellery World Awards 2021 DR Corporation Limited CATEGORIES: After having successfully established over 400 physical stores inHongKong, Paris andvarious parts of Mainland China, DR Corporation Limited steps into the future with its recent digital expansion. Add to that its unique branding proposition, ethical sourcing of diamonds and commitment to nurturing its human resources, and it is easy to see why this double Honouree at the 2021 Jewellery World Awards continues to reach new heights. BRAND OF THE YEAR – RETAIL During the pandemic, the company moved forward with its mission of providing customised diamond rings to celebrate the idea of “true love lasts forever.” And since many customers could not visit physical outlets for health and safety reasons, this retailer went the extra mile to reach out to them instead. “After noticing that more users are frequenting social media platforms, we started to communicate how ‘true love lasts forever’ through Douyin, Kuaishou, Weibo and WeChat. Fortunately, this message resonated with our clients,” says Guotao Zhang, CEO of DR. The brand also held online promotional activities and partnered with key opinion leaders and celebrities. DR produced a video of world-renowned pianist Lang Lang as he surprised his wife, the equally famous pianist Gina Alice, with a diamond ring on her birthday. “The event was promoted in all of our channels, resulting in over 1.5 billion brand exposures. By the time they were released Brand of the Year – Retail Outstanding Enterprise of the Year – APAC COUNTRY / REGION: CHINA 1 2