Winza APAC president: Shanghai Style inspires jewelry innovation, customization

Shanghai's combination of cultural heritage and modern design is influencing luxury jewelry design and consumer preferences, Aqeel Ahmed Chaudhry, president of Winza APAC, said at a panel discussion in Shanghai on Aug 26.

Titled "Global Executive Dialogue: Global Demand, Shanghai Style", the dialogue brought together five executives from the retail, outdoor lifestyle, wellness, beauty, and jewelry sectors to discuss Chinese culture, Shanghai-style products, experiential consumption, and services for international visitors.

Winza is an international luxury jewelry brand specializing in fine gemstone craftsmanship and bespoke design.

Chaudhry noted during the discussion that the "Becoming Chinese" trend is reflected in local luxury consumption, particularly among younger generations who are increasingly drawn to China's long history and culture. For instance, as shoppers show a growing preference for pieces incorporating Chinese cultural motifs, Winza combines Pakistani gemstones with Chinese motifs that resonate with consumers.

Explaining how "Shanghai Style" inspires global cultural innovation, Chaudhry described the city's aesthetics as a fusion of deep history and future-facing design. Walking from Yuyuan Garden to the Bund and looking toward Pudong captures this progression — from traditional Chinese patterns to Art Deco architectural geometry and modern skylines.

Chaudhry described Shanghai Style as a combination of the city's history, modernity and innovation.

Winza incorporates these layered influences into its designs, drawing on traditional symbols like the phoenix, the dragon, and yin-yang, while also embracing Art Deco geometric patterns. Illustrating this approach, Chaudhry highlighted a crown he designed using ginkgo leaves — a traditional symbol of longevity — and the green color to represent peace and harmony.

"We call it Shanghai taste and Shanghai style," Chaudhry said.

Shanghai Style also refers to an initiative launched earlier this year. Winza has been actively participating in related events. In its stores, a jewelry designer is available on-site four days a week to offer personalized customization. The company also employs bilingual staff fluent in English and Chinese to make these services more accessible to international clients.

Chaudhry said that, if he recalled correctly, Winza had seen a 40 percent increase in international visitors to its stores this year.

Chaudhry also spoke highly of International Services Shanghai's role in projecting the city's offerings to a global audience. "Through the platform, we can project and describe all our services, especially customization, to international visitors from all over the world," he said.

Having participated in the China International Import Expo every year since 2019, Winza has witnessed what Chaudhry described as Shanghai's simultaneous progress in internationalization, customization and growth at both the retail and industrial levels.

Chaudhry said the expo brings people together each year to share their latest ideas on design, consumer experience and customization services.