Founded by Yeung Shing in 1942, Hong Kong-based Emperor Group started its business by retailing imported timepieces from heritage watchmakers. In 1960s, the group ventured into fine jewellery making. Since then, Emperor Jewellery has evolved to be a fabled brand known for innovative design, exquisite craftsmanship and strategic branding.
“Not only is jewellery an accessary, it is also a blessing, a promise, a legendary tale, and a perfect work of art with passions. We attach great importance to the quality of gemstones, craftsmanship and creativity,” said Cindy Yeung, chairperson and CEO of Emperor Watch & Jewellery.
In response to the burgeoning demand for fine jewellery with chic design for daily wear, the brand has launched several affordable luxury jewellery collections in recent years, including Heartbeat, Yo Yo and Mini Me. “Yo Yo fits for those trendy customers who crave stylish and minimal designs, while the loving Mini Me collection is a big hit for young families,” Yeung elaborated.
Emperor Jewellery introduces a high jewellery collection every year. The L’Atelier by Cindy Yeung collection launched last year, for instance, was the masterpiece designed by Cindy Yeung. Inspired by her rich life experiences, unconditional love for jewellery, observations during travel and heritage craftsmanship all over the world, the deluxe collection is soul-soothing and teems with emotion. For this year, she is going to amaze the world by launching another high jewellery collection Nuo by Cindy Yeung in November.
The brand has given a special focus to the flourishing bridal sector recently. A zone dedicated to bridal jewellery at the new store at APM, Hong Kong, provides customers with tailored services and a wide array of jewellery ranging from engagement rings to wedding rings and western bridal suites in a romantic floral setting.
Emperor Jewellery is operating nearly 60 stores across Asia. When sharing the brand’s successful branding and distribution strategies, Yeung said: “As many middle-class families have moved to the New Territories, we will choose to open new stores in emerging shopping districts in future. In the Mainland, our focus of retail expansion is on the cities where witness strong brand awareness while having an appetite for affordable luxury. As for Southeast Asia, we’ll launch a new shop in Malaysia by the end of this year.”
Capitalising on the booming e-commerce market in the Mainland, the brand is stepping up effort to launch e-shops with key partners and platforms.
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