Nothing says “I love you” quite like some bling. This 520 Day, one of China’s several Valentine’s Days, jewelry brands are cashing in on the romance.
Despite falling just a month before 618, the second-biggest shopping festival of the year, 520 is still an important marketing moment, especially for jewelry players. According to a 2023 survey by iiMedia Research, 40 percent of non-single Chinese respondents said they intended to purchase jewelry for the holiday, making it the most popular product category.
Data from Re-Hub supports this. Watch and jewelry brands including Qeelin, Vacheron Constantin, and Chopard generated more than 10 percent of their yearly Tmall revenue during last year’s 520 festival.
While some brands are fulfilling their festival marketing obligations by posting gift recommendations, others are actively courting Chinese consumers by debuting new products and creating thoughtful campaigns. Below are five jewelry brands that have caught our eye.
Tiffany & Co.#
Rather than release typical heart-shaped items, Tiffany & Co. is turning to a symbol that’s equally, if not more, meaningful: the knot. For 520 Day, the luxury jeweler debuted a new Tiffany Knot pendant in China, representing love’s enduring ties.
Drawing inspiration from an 1889 bow from the brand’s archives, the new knot design is crafted from rose and white gold and pavé diamonds. The campaign film, which illustrates the knot motif through animated visuals, was launched on April 24 on Weibo and has since amassed over 12 million views.
But it’s not just a collection for couples. Xiaohongshu user Sujiajia’s Shopping Diary (@思佳佳的购物日记) says she bought the Tiffany Knot necklace for herself while she was shopping with her family, highlighting China’s self-gifting trend.
“In ancient China, concentric knots were used to express the beautiful meaning of eternal knots. Tiffany’s is a Western-style romantic expression; the knot shape is simple but unusual, symbolizing the connection of eternal love … As a 520 gift, no one can refuse it!” she writes in a post.
Qeelin#
Meanwhile, Kering-owned luxury brand Qeelin is turning heads with its use of celebrity ambassadors. To mark 520 Day, the Chinese jeweler teamed up with South Korean actress Yoona Lim and Chinese singer Lay Zhang to highlight its new Yu Yi collection.
Another departure from the heart, the Yu Yi is a more culturally specific representation of love. Inspired by the “Ruyi lock,” a Chinese symbol of longevity and good fortune, the new collection offers a modern spin, showcasing bold cable chains in 18k gold, three new shades of jadeite, and a special edition with a red HyCeram outline.
The campaign video posted on Zhang’s Weibo account, which shows him dancing, has garnered over 5 million views and 1 million likes. As expected, there are more comments praising the Chinese star’s endorsement than about the actual products.
Still, Qeelin demonstrates the importance of localized designs during China’s Valentine’s Day. “With the recent popularity of ‘new Chinese style’ in the past two years, incorporating Oriental-themed jewelry into daily wear is currently one of the most fashionable elements,” comments Xiaohongshu user Claypot Duck (@砂锅鸭) on the jewelry series.
APM Monaco#
All that glisters is not gold, as APM Monaco demonstrates with its new pearl series. Ahead of the 520 festival, the fashion jewelry company released an exclusive collaboration with Chinese actress Yang Zi. The capsule collection was launched at a special event in Shanghai in April, which included appearances from global ambassadors Yang Zi and F1 driver Charles LeClerc.
Inspired by Yang’s ultra-feminine style, the collection features delicate flower designs and pearls. But rather than serve as a token of romantic love, the necklaces are meant to honor and empower women.
“Together, we’ve created a collection that celebrates the power and beauty of women,” says Kika Prette, creative director of APM Monaco, in a statement. “We hope this collection reminds women everywhere of their strength, beauty, and capability to achieve anything.”
And the message appears to be resonating in China. As one Xiaohongshu user writes, “Every single item is very fashionable and avant-garde, extremely luxurious and elegant. Wearing it shows your personal style and gives you confidence.”
Hefang Jewelry#
Chinese jewelers are not to be underestimated this 520 Day. Hefang Jewelry partnered with brand friends and married couple Ma Yang and Ma Junyuan to create a campaign film exploring the various ways to express love.
Throughout the minute-long video, the two KOLs highlight various products, including brooches, a pearl choker, a ribbon-shaped necklace, and iris blossom-shaped earrings, which are available in limited-edition 520 gift boxes.
Although the husband-and-wife duo are not big-name celebrities, they have garnered a following in China through their appearance on Daddy at Home 2 (爸爸当家2), a reality show that features amateur fathers taking care of their children full-time for 100 days. Often depicted displaying affection for one another, the couple brings an element of authenticity to Hefang’s campaign, even if they don’t generate the same level of engagement as top stars.
“In an era when there is anxiety about romantic partners, young people yearn more for intimate relationships filled with healing and acceptance,” writes Xiaohongshu user Koala Marketing Study Notes (@考拉的营销学习笔记). “Hefang Jewelry directs its attention to the details of ordinary companionship and love, choosing couples like Junyan and Mayang to interpret love stories, which resonate more deeply with users’ emotions.”
Chow Sang Sang#
Chow Sang Sang is another Chinese jeweler worth mentioning. Similar to Hefang, the Guangzhou-based brand produced a short film exploring the concept of love, but this one delves into the theme through the lens of color. For instance, blue symbolizes elegance and freedom, pink embodies childlike innocence, and red signifies the mythical “Red Thread of Fate” that binds soulmates.
Rather than solely focusing on romantic love, Chow Sang Sang celebrates a love for life. At the same time, it showcases a range of products, such as its Hello Kitty collection, coinciding with the IP’s 50th anniversary in 2024.
But 520 Day isn’t the only occasion the brand is marking. With this year also being its 90th anniversary, Chow Sang Sang launched a bazaar-like pop-up at Chengdu MixC Mall, which ran until May 20. Featuring eight immersive booths, including a vegetable market, the brand brought its color theme to life. This has driven up social media engagement, particularly given the attendance of newly-appointed ambassador Wang Anyu.