Instinctif Partners Greater China-PR,PR Agency,brand reputation,training,brand management,branding
YEWN – The Contemporary Chinese Luxury Jewelry Brand

Date: January, 2017

YEWN, the brand of contemporary Chinese Jewelry, is world-renowned for its unique traditional Chinese designs, and was even once graced by Michelle Obama, the former First Lady of the United States of America.


Dickson YEWN established YEWN 15 years ago, and was determined to blend in the well-established Chinese craftsmanship with modern designs. Its new flagship store opened at The Landmark Atrium in Central, Hong Kong, the grand opening cocktail party was held on 8 Dec 2016. A number of social celebrities, including “The most beautiful Miss Hong Kong” Loretta Chu, internationally renowned designer Alan Chan, as well as world class jewelry designer Kai-yin Lo attended the party to congratulate the opening of YEWN’s new flagship store.


To further enhance YEWN’s reputation in the region of Greater China, Instinctif Partners held a media briefing in the store on the same day. Dickson YEWN, Founder and Creative Director of YEWN introduced the design concepts of the store, the latest and classic collections, as well as the upcoming brand development to media from Hong Kong and Mainland China.


Back to 2011, Michelle Obama wore YEWN's iconic Lattice Jadeite Ring on her left index finger when she and Barack Obama hosted a dinner for Queen Elizabeth II and Prince Philip. The square ring immediately caught the attention of media around the world, and they named the ring “Obama Ring” an appellation that has continued to this day.



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