established in 1993, Hong Kong-based Dai Sun Jewellery (DSJ) has evolved into a fine jewellery brand aspiring to credibility over the past 24 years. Its steadfast commitment in creativity, quality and social responsibility has brought the brand a number of business, design and community awards and recognitions.
DSJ started to tap export opportunities and exhibit at local jewellery fairs in 2005. They ventured into overseas exhibitions in the following year which laid the foundation for the successful expansion into Southeast Asia, Europe and the United States. The factory was later relocated to Panyu in Guangzhou in order to accommodate the expanding production. Since then, DSJ progressively fit itself in ODM and finally brand building.
Adhering to delivering quality products and professional services, DSJ always designates ‘credibility’ as the brand’s core value, said Dr Terence Shih, chairman. The commitment received wide recognition by winning ‘Consumers’ Most Favorable Hong Kong Brands’ in 2010 for three consecutive years, as well as ‘100 Hong Kong’s Most Influential Brands’ twice.
DSJ ranks high for contributing to the community alongside business expansion. They collaborate with the Haven of Hope Christian Service to develop and fulfil corporate social responsibility. Since 2015 the brand has been awarded the Caring Company logo by the Hong Kong Brand Development Council for three years in a row in recognition of its commitment in caring the community.
The brand attaches great importance to design, quality and craftsmanship when it comes to jewellery making. Stunning pieces are fabricated with a diversified selection of elements and materials. Regarding the two flagship lines, Dr Shih said J Myths is characterised by traditional art of Chinese sculpture, unusual materials and special themes fusing with Chinese traditions, nature and lifestyle, while Elements of Love is a bridal line for couples featuring marriage rings with a romantic and gracious flair, nourishing a steady relationship with a hint of surprise.
The disruptive approach to design makes DSJ a frequent award winner. For instance, the brand won the champion of JMA International Jewelry Design Competition for three consecutive years from 2012 to 2014, as well as the Best of the Best Award and the Best Craftsmanship Award. Since then, the brand’s design has become the apple of the judger’s eye.
Capitalising on the rapid growth of e-commerce, DSJ communicates its brand development and news with global audience via Facebook, Instagram and Wechat to secure a long-term and closer relationship with them. In order to facilitate their buying experience, the brand has planned to establish an O2O platform.
To tap the potential of mainland China, DSJ said good credibility, unique design, masterly craftsmanship and professional services are keys to gaining a firm foothold in the market. The success of J Myths in the Mainland is self-explanatory.
DSJ is celebrating its 25th anniversary in 2018. Dr Shih aspires to further expand its customer base, allowing more people to appreciate the professional designs and dedicated services from Hong Kong’s jewellery manufacturing industry.
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