JWA 2021 Jewellery Industry Best Practices

Guangdong, Sichuan, Zhejiang, Inner Mongolia, Heilongjiang, Jilin and Liaoning. Chaozun’s innovative manufacturing technique likewise reduces rawmaterial consumption and relies on the facility’s original core technology, thus requiring less capital output. Such characteristics proved particularly beneficial for the company in the time of COVID-19, during which a number of factories struggled due to the narrow margins that traditional gold jewellery items yielded. Using micro grained hard gold, Chaozun also launched the “Lion Awakening” product line in the same year. Inspired by the iconic lion statue guarding the Forbidden City, the patented designs include versions where the lion’s jaws can mimic biting movements. This unique feature is an auspicious symbol of prosperity and good luck. “At present, our Lion Dance series serves as the industry benchmark,” adds Huang. Furthermore, these pieces are manufactured using cyanide- free electroforming process 2.0, which meets environmental protection requirements. The green-certified practice has been deemed safer, both for consumers and the environment, according to the jeweller. On top of its advancements in manufacturing, the company, whose products are carried by at least 20 retail brands, continuedpromoting traditional jewellery in 2021. It participated in the Shenzhen International Jewelry Fair, where it not only showcased its products, but also presented an exhibit honouring and celebrating China’s rich cultural heritage. Altogether, this serves Chaozun’s goals as a brand. “It is bold and innovative to integrate traditional Chinese culture into jewellery,” says Huang. BEST PRACTICES While Chaozun’s innovations have certainly contributed to its success, the company strives to make a positive impact on the lives of its employees and the communities it serves. It is actively involved in charity events, including “Light of Love, Run for the Light” – a fundraising campaign for teenagers suffering from eye disorders and diseases. Chaozun has been supporting this initiative for six consecutive years. The company applies a rewards system to outstanding employees and franchisees. In addition to operating a canteen that provides complimentary meals to its staff and customers, it grants employees free annual health check-ups. Moving forward, this Jewellery World Awards Honouree vows to increase its investment in research and development, conduct professional training programmes and seminars for its manufacturing and sales personnel, and enter into partnerships with universities to stay ahead of the trends and innovations on fashion and jewellery design, marketing and production. 1, 4. Shenzhen Chaozun Jewelry Co Ltd’s micro grained hard gold jewellery collections are gaining popularity in China 2. ‘Lion Awakening’ gold ornament 3. Weipeng Huang, CEO of Chaozun 5. A worker assembles and inspects a piece of jewellery at Chaozun’s manufacturing facility 4 3 5