New Hong Kong brand LEEF Jewellery is on a mission to make exquisite jewellery accessible to everyone.
Founder Edfeel Heung, a GIA Graduate Gemologist who has worked for over 15 years with prestigious luxury brands, including LVMH Group, Gucci and Emperor Watch & Jewellery, was inspired by the Dutch phrase “Leef je leven” (live your life). The idea resonated with his philosophy and became the driving force behind the company he established in 2023.
“By working in various capacities within the luxury industry, I identified a gap in the market for jewellery that not only embodies luxury but is also accessible and aligned with a lifestyle experience. The idea was to provide high-quality, meticulously crafted pieces that are luxurious and wearable in an everyday context,” said Heung, sharing the vision behind the brand.
The luxury jewellery market is highly competitive, with many established brands vying for the attention of a discerning customer base. Breaking through this clutter and making a mark has been a challenge for the company. To overcome this, the team has worked to implement a niche branding and marketing strategy.
Heung said LEEF differentiates itself from traditional luxury jewellery brands through carefully curated events and unique engagement strategies. This targeted approach helps the company stand out to consumers looking for jewellery that is both luxurious and personal.
“We have also established LEEF Prestige, a new lifestyle brand on top of jewellery, to offer lifestyle products and events, such as champagne tasting and art appreciation,” he explained. “We have worked hard to develop strong customer relationships through personalized services and loyalty programs. By creating an emotional connection with our brand, we can foster a loyal customer base less likely to be swayed by competitors.”
LEEF has had its fair share of challenges arising from the sluggish economy and low buying power. Heung pointed out that the luxury market is sensitive to such shifts, with spending on high-end products fluctuating based on overall market health. This can directly impact sales, especially in regions experiencing economic challenges.
To expand its presence, the company is actively embracing digital transformation with an online shop that makes browsing, customization and purchasing accessible from anywhere. It leverages social media to share stories about the jewellery designs, upcoming collections and behind-the-scenes content, and collaborates with well-known artists and KOLs to spread the word.
LEEF is also trying to diversify its product range further to include products at various price points without compromising on quality, catering to a broader customer demographic, not just those at the high end of the market.
Heung said the company greatly benefits from its Chamber membership, including through the events and youth initiatives led by the Young Executives Club (YEC).
“The Chamber allows us to expand our networks and contribute to society simultaneously, such as the YEC’s Pitch Perfect Programme,” he said. “We believe that by attending such events and joining influential circles, we can enhance our business exposure, fulfil our corporate social responsibility and tap into a new market segment.”
Meanwhile, Heung’s eyes are firmly set on the future with a plan to go global, especially in regions with more stable and thriving economic conditions. “LEEF can mitigate the risks associated with economic downturns in any region,” said Heung. “This geographical diversification helps balance sales and maintain steady growth.”
LEEF Jewellery Co Ltd
HKGCC Membership No.：HKL0680
Established：2023
Website：https://www.leefjewellery.com/