JNA May/June 2025 | 31 RETAIL WATCH 零售观察 Gold jewellery from CHJ Jewellery’s Flourish Buddhist Collection 潮宏基珠宝的 臻金梵华系列金饰 crafted using traditional Chinese goldsmithing techniques. Its brand philosophy resonates particularly well with younger generations seeking culture-inspired jewellery. Chrisyta Lin, branding director of CHJ, explained, “Filigree inlay art is a national and cultural heritage that we aim to preserve. With our dedicated filigree inlay studio, we promote the fusion of filigree inlay art and modern jewellery design to ultimately make these pieces an everyday wear for younger consumers.” The brand’s core product portfolio includes the Filigree Collection, featuring the Filigree Perfect, Filigree Ruyi, Filigree Wind and Rain Bridge lines; the Pure Gold and Diamonds Collection; and the Flourish Buddhist Collection. In 2024, these collections achieved RMB5 billion (around US$688 million) in sales, Lin added. “CHJ continuously innovates while paying tribute to tradition. By integrating filigree inlay art with modern designs, we discovered a new growth opportunity. The concept of ‘innovation as the core, craftsmanship as the essence’ has enabled CHJ to strengthen its fundamental competitiveness in product development,” Lin commented. Branding also remains a top priority for the company. With the implementation of an omnichannel marketing strategy a few years ago, CHJ was able to expand its digital reach. Lin said online and offline consumers exhibit varying consumption habits and preferences, hence the company employs diverse tactics tailored to their specific needs. Brands must also meet consumers’ desire for quality and exceptional jewellery pieces through novel designs and personalised services. For instance, gold is transforming from a traditional symbol of affluence and wealth preservation tool in China to a carrier of emotions as the trend toward meaningful purchases gains momentum. CHJ focuses on building an emotional connection between the brand and consumers through content marketing, particularly on Xiaohongshu, revealed Lin. Several of its marketing campaigns have garnered industry acclaim, earning prestigious awards at the China Content Marketing Awards in 2024. Lin said, “The number of Xiaohongshu users expressing interest in CHJ Jewellery has increased by 213 per cent year on year in 2025. This substantial rise indicates a notable boost in brand awareness among a younger demographic. The social platform has emerged as a vital channel for us to engage with young consumers.” CHJ has over 1,500 stores spanning 220 cities in China. Moving forward, CHJ will continue to expand its retail footprint in overseas markets to bolster growth. The company opened new stores in Malaysia in 2024, marking its initial venture into overseas markets. It has since opened stores in Thailand and Cambodia. “Southeast Asia shares a kind of cultural affinity with China and presents promising potential in the jewellery market,” said Lin. “We have strategically positioned ourselves in prime locations within core business districts in the region. We currently see positive performance in sales and operations in our overseas stores, meeting our expectations. Sales are showing an upward trajectory, further boosting our confidence in these markets.” The company will focus on Southeast Asia over the next two years to drive business growth, she noted, adding that its medium- to long-term strategy is to maintain a strong presence in Southeast Asia while gradually expanding into other continents. Caibai Jewellery: Enhancing customer experience Beijing Caishikou Department Store Co Ltd, better known as Caibai Jewellery, is a pioneer in China’s gold jewellery industry. The company operates over 100 directly managed stores including its flagship store in Beijing and locations across Beijing, Tianjin, Hebei, Baotou, Xi'an, Suzhou and Wuhan. For decades, Caibai Jewellery has been synonymous with professional gold jewellery services in China. It adopts a consumer-centric approach with a focus on exceptional customer service to build loyalty and brand reputation. Ning Caigang, general manager of Beijing Caishikou Department Store Co Ltd, said, “We constantly optimise our services to adapt to evolving customer demands. Our mission is to be ‘everyone’s gold and jewellery consultant’ and to ensure that our customers enjoy quality service and premium products.” Caibai Jewellery continues to embrace technological advancements as one of its key business strategies. For
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