Operated by a team of young executives, Dawn Jewellery engages customers with storytelling fei cui jewellery with contemporary design that transcends cultural boundaries between East and West. The Hong Kong brand aspires to create family heirlooms with significances despite the growing impacts of the fast fashion trends on jewellery.
Established in 2015, Dawn Jewellery owes its fame to a strong focus on accentuating the magnificence of fei cui with original design and exquisite craftsmanship. “Our avant-garde fei cui jewellery with an oriental essence is particularly well-received by western buyers. In Asia, however, we strive to preserve the intrinsic value and natural grandeur of the precious material from Myanmar with an aesthetic twist in design,” said the company.
The young-yet-visionary retail brand attaches great importance to consumer education and building customer relationship. “We are determined to share with customers our product knowledge. We would rather see them come back again to buy from us with confidence and satisfaction than close a quick deal,” it said.
Discerning jewellery aficionados would no longer settle for a finely-crafted masterpiece that merely costs a fortune. They need something that resonate with their emotions, it said: “Unlike many established brands in Europe, Dawn Jewellery does not have a legendry heritage to share yet. We endeavour to create jewellery that carries a particular story and meaning which adds emotional values to the piece while enabling the connoisseur to pass it down from generation to generation.”
The Auspicious Cranes of Prince Duan collection debuted at the Basel fair this year, for instance, is among Dawn Jewellery’s remarkable attempts to tell a delightful story. The collection is composed of 20 cranes of various forms set in 18-karat gold with icy fei cui, white and pink diamonds, bringing to life the famous painting ‘Auspicious Cranes’ by Emperor Huizong of the Song Dynasty in ancient China with a hope to extend the painter’s wish for world peace and good luck. The arresting installation with historical significance and meaning successfully drew cultured audience’s attention.
Over the last three years since inception, the brand’s boutique in Tsim Sha Tsui, Hong Kong, has witnessed some changes in consumption behaviour. “Those were the days when people came for the face value of fei cui. Now they are sophisticated enough to enquire about the source, the history, and everything related to the material. Impulsive buying is lesser than before,” the brand said.
The shop has reallocated the merchandise assortment in response to the fast-growing bridal business. “Although we have reduced in-store fei cui jewellery offerings in favour of wedding rings, we would maintain an active participation in trade fairs and private events, while gearing up for a stronger presence on social media and online platforms in a bid to reach a broader audience from around the globe, including millennials,” Dawn Jewellery said. (Photo courtesy: Dawn
Jewellery)
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