Shenzhen Saifeier Jewelry Co., Ltd.

On September 16, a delegation from the Malaysia Province Wellesley Gold & Silver Jewelry Trade Association visited Sunfeel Jewelry’s Shenzhen headquarters for a business exchange. The visit coincided with the overlapping schedules of the Shenzhen International Jewelry Exhibition and Hong Kong International Jewellery Show—a significant period for the industry. Both sides engaged in in-depth discussions regarding Sino-Malaysian jewelry industry cooperation, cultural integration, and mutual market growth, marking a concrete step forward in Sunfeel’s internationalization strategy.

The delegation was notably distinguished. Representing Malaysia were Mr. Poon Wai Kit, President of the Province Wellesley Gold & Silver Jewelry Trade Association; Mr. Low Jun Hooi, Chairman; Mr. Pang Ngan Po, President of the Kuala Lumpur-Selangor-Pahang Gold & Jewelry Association; Mr. Chu Yik Cheong, President of the Penang Gold & Jewelry Association; Mr. Fan Wern Jia, Deputy President of the Central Johor Gold & Jewelry Association; Mr. Soh Lip Sing, President of the South Johor Gold Traders Association; and over 30 fellow association members. In attendance from Sunfeel were: Mr. Wang Yishan, Chairman; Ms. Cheng Yuwen, Co-founder; Ms. Wang Zhuo, Director and General Manager; Mr. Wang Senlin, Director and Deputy General Manager; Ms. Li Min, Director of Direct Sales Operations; Mr. Zhang Wukun, Deputy General Manager of Marketing; Mr. Liu Jian, Director of Market Development Center; and Mr. Li Fei, Director of Overseas Business Division. Also invited as special guests to witness this important occasion were: Mr. He Zhipeng, Director and President of Guangdong Jiahong Group Co., Ltd.; Ms. Li Zhihui, Director and Vice President; Mr. Chua Teck Ming, CEO of KIJ VANICH Company; and Ms. Chua Mee Tin, Design Director.

The delegation began their visit with a tour of the Sunfeel Jewelry showroom. Members showed keen interest in the exhibited pieces, paying particular attention to the brand's signature work, "Sacred Flame." The piece, which won the Gold Award at the 2023 Tiangong Jewelry Design Competition and later claimed both the Championship and Craftsmanship Award at the 2024 Hong Kong International Jewellery Show's 24K Gold Jewellery Design Competition, drew admiration from guests for its groundbreaking design and masterful execution. Association representatives also spoke highly of other displayed collections, including the Eternal Splendor series, Awakening Spring collection, and IP collaboration products. President Poon Wai Kit remarked, "Sunfeel's products deeply integrate exquisite craftsmanship with cultural significance, showcasing the modern innovative beauty of gold jewelry. This experience has been both inspiring and enlightening."

During the subsequent business meeting, Ms. Wang Zhuo, General Manager of Sunfeel Jewelry, delivered the opening welcome address. She extended a warm welcome to the delegation on behalf of the company, emphasizing that this exchange represented a significant opportunity to enhance mutual understanding and foster collaboration. General Manager Wang Zhuo provided a detailed introduction to the brand's 32-year development journey, highlighting Sunfeel's consistent adherence to the brand philosophy of being "Purer, More Valuable." She noted the company's portfolio of over 400 national patents, among which the Solder-Free Welding Technology has established a new industry benchmark for gold purity. She specifically mentioned, "Tomorrow we will depart for Hong Kong to participate in the Hong Kong Jewellery Show, officially launching our brand's global expansion strategy. We look forward to working with partners worldwide to explore new markets and create a brilliant future together."

In his address, Mr. Poon Wai Kit, President of the Malaysia Province Wellesley Gold & Silver Jewelry Trade Association, stated: "We are truly honored to visit an industry benchmark enterprise like Sunfeel during the concurrent Shenzhen and Hong Kong jewelry exhibitions. The Malaysian jewelry market is experiencing rapid growth, particularly with sustained demand for high-quality gold jewelry among the Chinese community. We hope this visit will serve as a catalyst to deepen mutual understanding and elevate Sino-Malaysian jewelry trade cooperation to new heights."

During his thematic presentation, Mr. Zhang Wukun, Deputy General Manager of Marketing at Sunfeel Jewelry, illustrated the brand's development journey through comprehensive data and case studies. He particularly elaborated on the innovative breakthroughs in Solder-Free Welding Technology and the design philosophy behind iconic products such as the "Grand Chinese Style • 24K Gold Wedding Dress." He also introduced Sunfeel's innovative practices in marketing communication, including CCTV advertising campaigns and an integrated digital marketing system covering platforms like Douyin and Xiaohongshu.

          During the open exchange session, Mr. Low Jun Hooi, Association Affairs Consultant of the delegation, commented: "Sunfeel not only demonstrates exceptional craftsmanship but also seamlessly integrates Chinese cultural elements into product design. This cultural confidence is truly commendable." Other association representatives also expressed appreciation for Sunfeel's innovative designs and outstanding quality, voicing strong interest in establishing long-term communication mechanisms.

          Following the meeting, Mr. Poon Wai Kit, President of the Malaysia Province Wellesley Gold & Silver Jewelry Trade Association, presented Sunfeel Jewelry with a specially commissioned gift—an artistic rendition of a landmark building in Penang, Malaysia, symbolizing the friendship and cooperation between the jewelry industries of China and Malaysia. General Manager Wang Zhuo accepted the gift on behalf of Sunfeel, stating that it would stand as a testament to the friendship between both parties.

The visit significantly enhanced the Malaysian jewelry sector's awareness and appreciation of Chinese brands, while establishing a robust foundation for bilateral cooperation. As part of its global strategy, Sunfeel Jewelry has formally established an Overseas Business Division to drive its international market development. This productive exchange with the Malaysian delegation represents a strategic opportunity for Sunfeel to accelerate its expansion across Southeast Asian markets.

Coinciding with the launch of the Hong Kong Jewellery Show, Sunfeel Jewelry is poised to open a new chapter in its global journey. "From our platform at the Hong Kong exhibition, we will introduce global audiences to the exceptional craftsmanship and cultural richness of Chinese jewelry," shared General Manager Wang Zhuo. "We anticipate building partnerships worldwide to collectively advance the global jewelry industry's growth and innovation."

This engagement not only highlighted Sunfeel Jewelry's distinctive strengths as a leading Chinese jewelry brand, but also embodied the broader ambition of Chinese jewelry enterprises to make their mark on the world stage. Riding the tide of globalization, Sunfeel is charting a course toward wider international horizons—with innovation driving its progress and culture guiding its direction.