Annie Yau Tse joined us for an engaging session in our “CEO 123 Tell Me More” series on 22 October, where she shared her inspiring journey from a career in computer engineering and IT to leading the Hong Kong company TSL Jewellery. 

As Chairman and CEO, Annie has helped transform the family-run business into a regional powerhouse with over 400 boutiques across more than 100 cities in Asia. In a conversation with Chamber CEO Patrick Yeung, she emphasized that overcoming business challenges demands strong, resilient leadership that motivates teams through periods of adversity.

She also reflected on Hong Kong’s struggling retail industry, noting that shifting consumption patterns – especially post-pandemic – have prompted TSL to refocus its decades-long focus from diamonds and gem-setting to gold, responding to new customer demands. 

Prices for natural gemstones, especially diamonds, have fallen and are reshaping the global industry. This trend is being acutely felt in the Chinese Mainland, where demand has declined and shops are closing. Annie explained that natural diamonds are losing their appeal as a store of value, especially since synthetic, lab-grown alternatives provide a more affordable option with similar brilliance and quality.

She also highlighted the evolution of retail marketing strategies over the years. The company has shifted its strategy from celebrity endorsements to collaborations with popular influencers and KOLs, such as J Lou. As more consumers engage with content online, this approach offers a more direct and effective way to connect with audiences today.