Founded by the Lorenzo Group in 2004, ENZO positions itself as a chain retail jewellery brand nourishing the spirit of rich colour, rich life. The well-received brand, known as ‘master of coloured gemstones’, has been serving the market via its 200 mono-brand stores in Greater China with fine jewellery set with a kaleidoscope of coloured stones in special cuts.
“ENZO’s rare and natural gemstones promote confidence and positive values towards life. Only one in a hundred top-quality gemstone rough is good enough for ENZO’s jewellery. We adopt the German cutting techniques. We used to send our craftsmen to Germany for training,” Winnie Liu, CEO of ENZO, told Hong Kong Jewellery.
According to Liu, ENZO shares the cultural visions of Lorenzo Yih, founder of the Lorenzo Group, and his virtuosity in amalgamating western and Chinese arts and aesthetics. She said: “Yih was deeply inspired by the passion and amiability of the Brazilian humanity during his stay in the country for 27 years which shed lights on his insight on aesthetics and arts. As an architect, he sees gemstones and jewellery in a distinctive and critical angle which shapes the unique personality of ENZO.”
ENZO is recognized as a reliable brand thanks to Lorenzo Yih’s contributions to and reputation in the industry. As Winnie Liu put it, Yih has been with the coloured gemstone industry for 30 years. A mine owner, he has his businesses spread across the entire jewellery supply chain, upstream to downstream, allowing an effective quality control. He was the founder of GIA Hong Kong and a member of various trade organizations. His authoritative biography is the synonym of confidence.
Mainland China marks a divergence of consumption patterns and preferences among different provinces and cities. ENZO has a thorough understanding of the market through scientific research and analyses. For another 10 years, Liu said, ENZO will be launching a series of marketing initiatives, keeping its finger on the pulse of the market, in a bid to reach consumers through the most-preferred and effective sales channels. Commenting on the target of 1,000 stores, Liu reiterated that during the course of brand development, staying closely in line with consumers’ needs should come before chasing after the number of sales points.
ENZO’s jewellery mostly sets with transparent gemstones in a wide array of cuts for the sake of maximizing brilliance. According to the brand, consumers in the mainland are in favour of faceted gemstones and they started to appreciate innovative design. Fine-cut gemstones with high transparency depict a sense of refinement. The brand’s modern and stylish lines for young ladies are available at 3,000 to 5,000 yuan, while the up-market and sophisticated pieces are sold at 10,000 to 30,000 yuan at retail.
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