Press Release

Coronet Makes Its Entrance to Land the Hall 1 of Baselworld 2015

• The first Chinese and Hong Kong jewelry brand lands the Hall 1
• The second Asian jewelry brand to be housed in the prestigious Hall 1 in succession to MIKIMOTO in 1996
• Collaborates with designer Mark Lui to create innovative designs

(Hong Kong, 13 January 2015) Aaron Shum Jewelry’s worldwide patented brand “Coronet” will make its entrance to land the Hall 1 of Baselworld during 19-26 March 2015. Being the world’s largest international trade fair for watches and jewelry, the traditions of Baselworld date back to its original in 1917, and it now attracts around 1000 prestigious jewelry brands from more than 40 countries and regions all over the world. Each year, the show attracts over 3000 journalists and is recognized as a venue where the leading brands release their latest creations.

Amongst its five pavilions, Hall 1 hosts only the greatest names of the watch and jewelry industries. While it is the paradise of the ultra-luxurious brands, the hall has been dominated by the leading western brands ever since. This year will go down in history. For the first time, a first Chinese and Hong Kong jewelry brand, Coronet, lands the Hall 1 of Baselworld. The brand is allocated a prominent floor-space space to exhibit with the mega luxury brands like Graff, Dior, and Hermes in the same hall (Appendix-1). In addition, Coronet is the second Asian jewelry brand to be housed in the prestigious Hall 1 in succession to MIKIMOTO in 1996.

To prepare for the launch of innovative designs at Baselworld, Aaron Shum Jewelry is delighted to announce the collaboration with the highly acclaimed designer, Mark Lui. Aaron Shum Jewelry President Aaron Shum takes great pleasure in this partnership. He said, “We are thrilled to showcase our striking designs under the international spotlight at Hall 1 of Baselworld. It is a good opportunity to elevate the image of Chinese and Hong Kong original design brands to the world.”

Mark Lui said, “I am much honored to be a part of Aaron Shum Jewelry’s Baselworld project. It is a great chance to present Aaron Shum’s distinctive brands instilled with my design concepts and inspiration at this international arena. Baselworld is also a best occasion to promote the outstanding Hong Kong design excellence and creativity to worldwide audience.”

To kick-off the collaboration, a launch ceremony was held on 13 January at the 2015 HKTDC Hong Kong International Licensing Show.

About Aaron Shum Jewelry Group

Founded since 1985 and headquartered in Hong Kong, Aaron Shum Jewelry has gained international recognition as a leading world-wide jewelry manufacturer. The company has gained prominence by developing an extensive collection of fine jewelry under worldwide patented brand names Coronet Solitaire, Princess Rose, Icestrella, La Posy, Flotilla etc. As a result of its successful product development and branding, Aaron Shum Jewelry has extended its footprint across the globe covering Europe, the USA, the UAE, China, Australia and Japan.

About Coronet Solitaire

Coronet is the premium brand of Aaron Shum Jewelry. With its worldwide patented design, each piece of Coronet Solitaire is made from 7 high caliber diamonds set WITH NO PRONGS holding the centre diamond, along with precision of cut, symmetry and polish, which attribute to the best fit proportion to conceiving a luminous solitaire diamond effect yet at exceptionally competitive value. Thus, this patented Coronet Solitaire technique stands out above any other similar products on the market.

To their pride and joy, Coronet Solitaire had received the Hong Kong Top Brand Awards in 2010, and it is the first and only jewelry product brand in the history of Hong Kong industry winning this prestigious award.  Besides, it had won the Hong Kong Famous Brand Award in 2012 and Hong Kong Star Brand Award in 2013 respectively.

Throughout the past years, Coronet has established a global reach of over 1000 POS.  In March 2014, the Company has signed up an exclusive distributorship with Chow Tai Fook, the world’s largest jeweler by capitalization, for the Greater China region where Coronet is being sold under the diamond collection “520” set with Coronet’s innovative patented design.  Coronet will be sold and fully covered gradually in all Chow Tai Fook’s 2000 POS within the region.

The booth design of Coronet at Hall 1 of Baselworld 2015