PERSPECTIVE 26 | JNA Mar/Apr 2022 | Bernardette Sto. Domingo 杜明高 | 辉煌历史 A bejewelled history MICHAEL YOUSSOUFIAN: The fifth generation of Youssoufian jewellers is leading the family legacy to greater heights amid an increasingly evolving and sophisticated consumer market. 面对不断演变并日趋复杂的消费市场， 珠宝世家Yousouffian的第五代传人将家族业务推上更高峰。 Michael Youssoufian fondly recalls a recent trip to Alexandria, Egypt where he retraced his family’s storied past as jewellers to the imperial family and other influential personalities. What he found were treasures on their own: Invoices and other documents dating back to the 18th century. The documents chronicle the enterprise’s dazzling journey as one of the most celebrated jewellers around the world. According to Michael – a fifth-generation Youssoufian jeweller – the Youssoufians who originated from Armenia, established the business in the 1800s. Among their clients were the society’s elite and powerful including King Farouk of Alexandria. Today, Michael’s ties with the families of his ancestors’ clients remain strong. In fact, he sources most of his vintage jewellery – a big part of the business – from long-time customers and friends. His namesake business, Michael Youssoufian Ltd, was founded in Hong Kong in 1997 with the family’s solid jewellery lineage among its pillars. Michael’s daughters – the future of the Youssoufian legacy – are now part of the business. JNA: What has the company been doing in the last five years? Michael Youssoufian: We have had two years of Covid19 but we have been preparing for the business to reopen. We are planning to return to Dubai, which was once among our strongest markets. We are currently focused on Asia, but we are keen on moving back to the Middle East, which for us is the future. Jade earrings by Michael Youssoufian Ltd Michael Youssoufian Ltd的翡翠耳环
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