Time-honored jewelry brand to go further

By Addie Chan (chinadaily.com.cn)
Updated: 2007-06-20 16:18

Shopping for gold jewels? One of China's oldest, time-honored brands, Cuihua, is likely the one people will recommend, particularly in Northeast China's provinces, including Liaoning Province, Heilongiang Province and Jilin Province.

A replica of the coronation crown used in the Qing Dynasty (1644-1911) is shown in a Shenyang-based Cuihua gold jewelry store. The store manufactured the golden dragon pillar of the original crown for the coronation of Emperor Puyi in 1934. The brand Cuihua is among 434 brands honored in 2006 by the Ministry of Commerce as "China's Time-honored Brand," which were established more than a century ago.
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The brand is among 434 brands honored in 2006 by the ministry of commerce as "China's Time-honored Brands," which were established more than a century ago. Despite its age, the brand has taken the lead in managing, marketing and manufacturing.

After gaining a foothold with 128 franchised stores in Northeast China's market, the companyShenyang Cuihua Gold and Silver Jewelry Co Ltd.is now aiming to make inroads into the domestic jewelry market where competition from multinational giants is intensifying. This year it is expected to set up a sales network covering all regions across China, including big cities like Beijing, Guangzhou and Shanghai .

"China is not short of time-honored brands that were established more than a century ago，"said Li Yukun, the chairman of the company's board. "Some are still flourishing, but others are withering. The years that time-honored brands have seen told me that Cuihua should shift to the market economy, on top of good quality, credibility and after-sale service."

"Quality, sales and corporate culture are essential to Cuihua's brand-building. Credibility has a priority over profit," said Li. In addition, the manufacturer is picky about materials and boasts unique handcraftsmanship integrated with modern mechanical devices, which makes it a trustworthy jewelry producer and seller.