Vision & Values

Our core ethos “Hardwork . Integrity . Loyalty” serve as the foundation of our vision and values, steering us towards becoming a pioneer in the jewellery industry.

We have always been, and will continue to be, the benchmark for exquisite design and Chinese craftsmanship, the standards setter in the jewellery industry and the inspiration behind the world’s most coveted jewellery moments.

VISION

TO BE THE LEADING GLOBAL

JEWELLERY BRAND THAT IS A TRUSTED

LIFETIME PARTNER FOR EVERY GENERATION

VALUES

Work collaboratively

Understanding that people are core to our company’s success – whether it be our employees, shareholders, partners or customers, we work together for the best possible outcomes

Act with integrity

Based on strong ethics, behaving in a manner that is true to our heritage of always being honest, transparent, and genuine

Be open-minded

Embodying adaptability with agility, demonstrating curiosity towards alternative perspectives and welcoming the new

Take ownership

Taking ownership of our actions, acknowledging that success and mistakes are all learning opportunities

Be passionate

Carrying and expressing genuine interest in what we do and create, always acting with drive and enthusiasm