ART & DESIGN
There is a saying in Chinese which translates to crisis creates opportunities
Elaine Shiu Executive director Ejj Jewellery Born and raised in Hong Kong, Elaine Shiu has always been business savvy, starting her first business, trading red coral for luxury jewellery, during her second year of university. Shiu’s parents and professors didn’t believe she could handle the pressure but she proved them wrong in 2017 after being nominated as a coral expert. After graduating Shiu decided to establish her own brand, Ejj Jewellery, noticing a gap in the 34 HONG KONG LIVING INFLUENCER 2020
market for affordable fashion jewellery. “I decided to fill that gap and design my own jewellery with high quality pieces without a huge price tag.” she says. Ejj Jewellery went on to become the first Hong Kong based jewellery brand to 3D-print products and received both a MUSE Design Award and an A’ Design Award earlier this year. While 2020 started on a high the ongoing pandemic has been hard for the startup business.
“There is a saying in Chinese which translates to crisis creates opportunities and I feel that there are still opportunities out there, I just needed to adjust my business plan,” she says. By improving Ejj Jewellery’s online platform, Shiu has been able to connect with customers virtually and showcase her designs online. She believes that business owners should always be prepared for the best and worst situations in order to keep up with changing times.
