Coronet of Aaron Shum Jewelry Ltd, Hong Kong, has made its mark by virtue of the worldwide patented setting technique which ensembles seven round brilliants with an elevated centre diamond set without prongs, creating the effect of one grand solitaire. The technique creates an eye-catching 399 facets rather than the standard 57 facets for a typical solitaire of its size, reaching optimum radiance that lets the jewellery sparkle like no other.
Coronet has been paying much attention to brand building since establishment in a bid to create brand recognition in the international arena. It became the first brand from Hong Kong to enter Hall 1 in Baselworld in 2015. Leveraging the exhibition platform, Coronet partnered with Chow Tai Fook and Gibson Brands to create the ‘Eden of CORONET®’ diamond guitar. Adorned with over 400 diamonds set in 1.6kg of 18-karat gold and valued at over US$2 million, the guitar was verified by a Guinness World Records adjudicator to be the most valuable guitar. It was also listed in the celebration publication of Hong Kong’s return to China: Hong Kong On Top of the World, release by the Hong Kong government.
The brand also launches jewellery and timepiece collections in collaboration with world-renowned designers and celebrities. For instance, the Coronet By Reena Ahluwalia line was a joint effort with Canadian award-winning jewellery designer Reena Ahluwalia. In Baselworld 2017 and September Hong Kong Jewellery & Gem Fair, they unveiled Inner Brilliance and Soul Carousel diamond jewellery collections respectively, with positive market response. Aaron Shum, founder of Coronet and president of Aaron Shum Jewelry said: “These collaborations helped expand our design scope and style diversity. What’s more, celebrities’ appreciation can also boost consumers’ purchasing confidence.”
After gaining overwhelming response in the global market, Aaron Shum brought Coronet back to Hong Kong by opening two boutiques at Hong Kong Times Square and Mira Place in 2017, offering extended product range including timepieces and handbags.
In the early years, Shum developed business in the Middle East. Since then, he has been keeping a good relationship with local clients. His retail chain jewellery brand Lifestyle Fine Jewelry has opened up to 30 chain stores in the UAE alone. In November 2017, Coronet opened its first boutique in Abu Dhabi, operated in the licensing model, and has signed contracts to enter into other markets in the region. “Licensing is the direction of the brand’s future development. By doing so, we can make Coronet bigger and stronger, expanding its network,” he said.
The jewellery market has been quiet in recent years, with many jewellers cutting down promotion budget or stopping brand marketing investment. Coronet does the exact opposite. Shum told Hong Kong Jewellery: “Having been in the jewellery business for decades, it is not just for making a living, but a passion grown in my heart, which encourages me to develop my brand to another height. Brand marketing is a long-term investment strategy. Although with no immediate rewards, it helps the brand’s future development. When the brand recognition raises, we can produce different categories of products and expand company scale.”
He holds an optimistic attitude towards the global jewellery market in 2018, as the global economy sees recovery amidst the soaring stock market. “The toughest time has passed. Coronet has more marketing plans in 2018. We will have more collaborations with celebrities and plan to set one or two Guinness World Records,” he said with confidence.
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