JWA 2021 Jewellery Industry Best Practices

GOING LIVE BOJEM gained new ground by making itself visible in livestreaming platforms. “We explored ways to further improve our live broadcasts, short videos and promotional posts in a bid to convert our audience’s content consumption into actual sales,” says Zhao, whose business has amassed more than 10 million vertically integrated social media followers through the years. These include five million followers in WeChat, as well as followers in Instagram, Weibo, TikTok, Xiaohongshu, Zhihu and other platforms. To date, BOJEM has conducted a total of 120 online live broadcasts, which according to Zhao will bring in cumulative sales of more than US$7 million. While her handling of the COVID-19 downturn undoubtedly adds another feather in her cap, it is only one of several instances where Zhao showed exceptional leadership. In addition to securing partnerships with the world’s largest mining companies and employing the services of outstanding production and design houses, she established online and offline customer care systems that fortified BOJEM’s after-sales support. Zhao’s sterling leadership qualities can also be seen on how she takes care of the people she works with. Aside from providing comprehensive benefits, competitive salaries and clear paths for career growth, employees receive holiday gifts and subsidies for overtime work, among other privileges. The company even provided free masks and protective gear to employees of its Japanese partner when the pandemic struck. The forward-thinking entrepreneur saw to it that her teams in Nanjing, Beijing and Shenzhen remained connected despite prevailing travel restrictions in 2020. “We improved our communication and coordination systems and in doing so, strengthened the team as a whole,” Zhao explains. Last but certainly not the least, Zhao uses her expertise to promote Chinese jewellery and culture as a whole. “We partner with local governments for cultural activities that will promote the trade and enrich people’s lives,” she says. 1. Joyee Zhao, founder of BOJEM 2. Zhao in Paris 3. Zhao introduces the BOJEM Jewellery brand to former French Prime Minister Jean-Pierre Raffarin at a dinner marking the opening of the Sino-France Brand Forum in 2019 4. BOJEM Jewellery Art Gallery 5. Zhao has signed up international designers for her BOJEM Jewellery brand 5 2 4 3