Jadeite, a revered gemstone in Chinese culture, takes pride of place in the fine jewellery collections of Dawn Jewellery (HK) Ltd. The jeweller is on a mission to make the treasured gem more accessible to the market through modern designs.
Despite its illustrious pedigree and cultural significance, jadeite is often viewed as a gemstone favoured by an older generation of buyers and jewellery collectors, noted Korie Law, marketing manager of Dawn Jewellery.
“As a jewellery retail brand, our goal is to change how people perceive the value of jadeite; consumers need to be educated. Our generation has this notion that jadeites are for grandmothers or that these stones only come in green. On the contrary, jadeite comes in many different colours and exudes both classic and contemporary appeal,” Law said.
At present, jadeite jewellery brands tend to focus on traditional designs, remarked Law. Dawn Jewellery’s primary objective is to change public perception of the gem.
“It will take time for us to educate the public about the exceptional allure and versatility of jadeite, but we will continue to make jadeite jewellery in modern designs that younger buyers can relate to,” she added. “We are doing revolutionary work here and we are hopeful and optimistic about it.”
The full story appears in JNA’s April issue. To subscribe, click here.