Style Edit: How Hong Kong jewellery brand Chow Sang Sang bridges tradition and modern tastes

Chow Sang Sang has long mastered the art of balancing heritage with innovation. Genevieve Chow, chief brands officer and executive director, and a fourth generation member of the family to be part of the company, embodies this legacy. “Growing up in a family that values both Chinese and Western cultural fusion, I see our brand as a bridge between tradition and contemporary tastes. Our focus on human connection sets us apart in Hong Kong; trust and sentiment are paramount,” she says.

Chow’s journey with the company began in 2010 and has been grounded in humility and hands-on learning. Her parents insisted she start “from the ground up” – first in gemstone procurement and the supply chain, then in e-commerce, product development and eventually guiding Emphasis Jewellery, the company’s youthful offshoot. All of these experiences have helped shape her approach as a leader. She explains, “Going through it all taught me to value transparent communication, governance, operational efficiency and attention to detail – all principles crucial to running a company.”

As the brand’s leader, Chow describes its core mission as “blending timeless craftsmanship with forward-thinking creativity”. In today’s dynamic market, that means staying true to the brand’s heritage of quality and authenticity while “embracing diversity and modern aesthetics”.

“I am committed to embedding our brand with cultural resonance – weaving diverse cultural elements into our jewellery to connect with customers worldwide,” she adds. A prime example of this is Chow Sang Sang’s partnership with Marco Bicego, the Italian fine jewellery house. Their latest collaboration celebrates 25 years of shared values. Marco Bicego’s pieces are handmade in Vicenza using three signature techniques: coiling with hand-twisted gold wire; bulino hand-engraving; and natural gemstone setting.

“Both Chow Sang Sang and Marco Bicego, driven by a shared pursuit of aesthetic excellence in design and craftsmanship, continue to present the unique charm and distinctive style of Italian handmade jewellery to discerning connoisseurs,” says Chow.

With a background in economics and environmental studies, she is aware of the digital generation’s approach to luxury, and her vision for Chow Sang Sang is clear: to harmonise heritage with innovation. Aware of the “fixed perceptions” tied to traditional luxury brands, Chow champions a multi-brand strategy to engage younger, more diverse customers. Her experience with omnichannel retail and digital commerce confirms her belief that embracing new voices is critical in staying relevant.

Yet this doesn’t mean forgetting about heritage. The brand continues to create jewellery that is designed to be “beautiful, but also carry lasting value – much like the family heirlooms I grew up treasuring”.