Inspired by the beauty of nature. Hong Kong fine jewellery brand AQUEEN draws its design inspirations from nature; from butterflies, morning dew, dandelion to ripples, vortex or textures, all things and natural phenomena provide AQUEEN with boundless creativity.
AQUEEN introduced the Butterfly collection in 2012 at the brand’s launching party in Hong Kong. Brand owner Benny Do told Hong Kong Jewellery: “Butterfly has been AQUEEN’s trademark since inception. Butterfly means transformation which tells our brand philosophy – elegant transformation with confidence.” AQUEEN’s jewellery, distinguished by a fusion of Western design and Eastern elements, is masterly set with the proprietary Mi-Princess™ setting technique which elevates the gracefulness of ladies who live a stylish life and treasure the beauty of nature.
AQUEEN has expanded its global sales network to nearly 20 points-of-sale in just two years. Do said: “I put forward the idea of ‘jewellery of the future’ as early as 2008. Riding on the support policies on Hong Kong’s SMEs under the 18th National People's Congress, we have ventured into the Mainland market from north to south. The recent development in northern China has witnessed a leap-and-bound growth, outpacing that in Guangdong and the Pearl River Delta region in the south. Original design, international brand concept and patented technique represent our competitive edge in China.” According to him, in the next two years, AQUEEN will be targeting the northern and eastern China markets, expanding sales network and opening flagship stores in selected regions.
Cross-sector cooperation provokes novel ideas. Well aware of that, AQUEEN collaborated with local fashion designer William Tang when the brand was launched. The remarkable partnership has indeed brought AQUEEN new design inspirations, said Do. “AQUEEN always supports cross-sector collaboration. Apart from the fashion industry, for instance, we worked with wine bottle painting artist Eileen Chan in 2013. In a bid to give full play to the brand’s artistic strength, we will focus on partnering with artists in the future.”
To say a few words to the jewellers who aspire to go branding, Do said: “Upholding product quality is a prerequisite to go branding. Craftsmanship is equally crucial for a brand. A jewellery brand should build up its core value which adds considerable value to the products. Last but not least, professional services are key to brand image enhancement.”
Milestones: 2012 established in Hong Kong at a launching event at 1881 Heritage; held a new product launch at Shenzhen Oct Art and Design Gallery; registered proprietary Mi-Princess™ setting technique. 2014 ventured into overseas markets, established sales points in Japan, Egypt and Singapore; Swirl awarded champion of the 3rd Shenzhen Copyright Awards; won Hong Kong Emerging Brand Awards 2014
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