Hong Kong-based fei cui jewellery brand Edward Chiu Jewellery Art is always full of surprises. After staying in IFC Mall for 12 years, the brand’s retail shop closed in July as they felt it was time to turn over a new leaf as the local market has been showing signs of saturation.
Nevertheless, saying goodbye to the shop does not mean the brand is leaving the Hong Kong market. “Many of our clients are jet setters so we have a lot of options to reach out to them, such as doing private shows and it is unnecessary to devote such an amount of resources to keeping a retail shop”, said the brand’s representative. She further reveals that after receiving excellent response in a private viewing at Grand Hyatt Jakarta in Indonesia earlier this year, the brand is planning to open a permanent museum in Jakarta as it sees significant potential in the city.
“One of our major collectors suggested that we explore the Indonesia market and introduced us to his friends who share the same passion for fei cui. Having a good friend and advisor in Jakarta helps us adjust to the new environment more easily,” she said. At the moment they are still searching for the perfect location for the museum.
While there is still some time before the museum opens its doors, the brand does not waste any time and wowed its clients with a luxurious fountain pen launched in July. Made with white jade, black jade and black diamonds, the bejewelled fountain pen is the result of the brand’s collaboration with Hong Kong columnist Chip Tsao.
Regarding the crossover, Tsao said: “My goal is to encourage people to use less electronic devices such as smartphones and computers to write or draw with manually made instruments.” Commenting on the difference between the average fountain pen and the jade creation, he said “jade is filled with life while steel is not”.
According to the brand, the first pen of the series, which is numbered 001, is already owned by Tsao and many clients have placed orders upon learning the launch.
Powered by a never-dying enthusiasm for novelty, the brand’s upcoming projects include whimsical creations such as aroma jewellery and fei cui high heels. The brand simply never settles for the ordinary.
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