Phu Quy at Jewellery & Gem WORLD Hong Kong: Bringing a Vietnamese Brand to the World

Phu Quy Group has for the second time joined Jewellery & Gem WORLD Hong Kong (JGW September), showcasing Vietnamese jewellery design and craftsmanship in one of the world’s largest jewellery trade shows. The event is  held from 14-20 September in Hong Kong, China.

Tran Hoang Anh, Brand & Product Director of Phu Quy Group, shares with Vietnam Pictorial about the creations showcased at the event and the journey of a leading manufacturer to bring Vietnamese jewellery design to the world.

Why JGW September?

Reporter: JGW September is known as the “mother of all jewellery shows” and one of the biggest trade events in the industry. What made Phu Quy return for the second time?

Mr. Tran Hoang Anh: JGW September is a key meeting point for the global jewellery industry where we don't just see market products but how the whole industry is moving, from design, technology and crafting to branding.

Our second time here is different from the first where we only observed how the global market is operating. This time, we come with a clear brand story. We want to show Phu Quy not just as a Vietnamese jeweller, but a modern precious metal brand that draws creative strength from its own culture.

The best part of JGW September is an access to a huge, competitive arena. Joining thousands of global businesses gives us a chance to see clearly who we are and what makes us stand out. 

Reporter: Joining over 3,000 exhibitors from more than 40 countries at an event that sets next year's trends, what are your main goals? 

Mr. Tran Hoang Anh: We have three main goals:

First, we want the world to see Phu Quy in particular and Viet Nam in general not just as a maker, but as a creator of unique design language.

Next, we want practical business connections that can turn into long-term partnerships after the show.

Finally, we want to be remembered. Success isn't just booth traffic. It’s how visitors will remember a Vietnamese brand with a distinctive story and style. 

Reporter: Are we right to say that at JGW September, Phu Quy aims at raising the profile of Vietnamese jewellery; introducing the Vietnamese history and culture through jewellery; exploring new technologies; and expanding its global network of strategic partners?

Mr. Tran Hoang Anh: I think these cover our goals quite well. But from our perspective, we can say boil them down to three major focuses:

First is expanding global B2B relationships as the show allows us to meet in person with clients, distributors and potential partners across the industry.

Next is building Phu Quy as an advanced Vietnamese precious metal brand, which is our main focus. We don't want to show up at an international event just to display products, but more importantly, to show a clear brand perspective and how Phu Quy can contribute to the global industry.

Last is learning to raise our own standards. In an international arena, everything, from product quality and booth display to sales materials and buyer interactions, becomes a benchmark for our self-reflection. This makes joining events like JGW September valuable.

 

Reporter: Phu Quy joining JGW September is just like the Vietnamese saying “Take the bell to trike in a foreign land,” as its presence represents the Vietnamese jewellery craftsmanship. What do you think?

Mr. Tran Hoang Anh: I don't think that we need to go out to the world to prove that we're better than anyone else.

We simply want to bring a voice from Vietnam, confident enough to stand with others in the world. At an international show, every brand brings its own culture, craft, history and perspective. Phu Quy is no different. We bring Vietnamese elements, but the key is transforming them into modern, refined pieces that reveal the story behind them.

I believe when a product is good, its story is true and its expression is natural, we don't need to prove our identity which instead will reveal naturally and become an advantage.

 

What the World Will See in Phu Quy?

Reporter: What are the product lines Phu Quy will display at JGW September this year? 

Mr. Tran Hoang Anh: We are bringing more than standard jewellery. Phu Quy will show fine art items, culture-inspired pieces, and B2B lines for international partners. We position Phu Quy as a advanced precious metal brand rooted in heritage. Gold, silver and gems are our tools to tell stories and keep cultural values alive. 

Reporter: Which collection do you expect will make the strongest impression? 

Mr. Tran Hoang Anh: We have high hopes for the Gap Go (The Encounter) collection, inspired by the legend of Chu Dong Tu and Tien Dung.

We didn't just copy the legend, but captured its essence - rivers, waves, sand and smooth movements- and incorporated them into jewellery forms and structures. The product can attract people without knowing the legend. Once they learn the backstory, the piece gains deeper meaning. This is how we want to show the heritage.

Reporter: Why does Phu Quy choose traditional culture and Eastern symbols as design roots?

Mr. Tran Hoang Anh: When stepping onto the global stage, we don’t want to become just another copy of what's already out there.

Every culture has its own treasure of inspirations. Viet Nam possesses a long history filled with rich arts, architecture, legends, beliefs, and a vibrant system of symbols. It’s a massive creative engine if we look at it through a modern lens.

For Phu Quy, heritage isn't just a library of patterns to paste onto a product. We care more about its spirit: the rhythm, proportions, lines, structures, stories and emotions. Transforming those elements into a contemporary design language gives our products deep roots which on the other hand can fit into modern life. I believe this is the right path to building a truly lasting identity.

Reporter: How can culture-inspired jewellery reach international buyers despite language barriers? 

Mr. Tran Hoang Anh: A product must first be gorgeous to attract its viewers. The shape, proportions, materials, craftsmanship and emotion of the piece should speak for itself. Only then does the cultural story behind add depth and make it more impressive.

Someone in Hong Kong, Paris or Tokyo might not know Vietnamese legends, but can feel the charm of a line or the subtlety of a surface finish. That’s the beauty of design: visual language easily crosses the barriers of spoken and written words.

Culture shouldn't be a mandatory lesson for a buyer, but a layer of depth behind a product. When people get curious and want to learn more, that story makes a piece truly special.

What Phu Quy Wants to Learn from the World

Reporter: What do you hope to learn most from this year’s event? 

Mr. Tran Hoang Anh: What interests me most is how brands turn a creative idea into a product ready for the international market. A beautiful idea is one thing, but for a product to truly succeed, it takes so much more: craftsmanship, proportions, materials, booth presentation, sales narrative, pricing, and how buyers perceive it.

I also want to observe how brands create booth experiences. In a venue with thousands of exhibitors, what makes someone stop? What makes them want to pick up a piece, ask about the backstory, or leave their contact details?

To me, JGW September is a great chance for Phu Quy to benchmark ourselves against a larger frame of reference. Seeing the best in the world shows us where we stand and where we need to raise our standards.

Reporter: What matters most today for a jewellery product's global success: design, crafting quality, cultural story, origin of materials, or sustainability? 

Mr. Tran Hoang Anh: I think a product can hardly succeed on just a single element. Design gets attention first. Craftsmanship creates trust when people hold a piece in their hands. The story, origin and values behind it give them a reason to remember it longer. More and more customers care about how a product is made, where its materials come from, and what values the brand stands for.

So, I don't think we should place design, craftsmanship and cultural storytelling against one another. A good brand integrates all those elements into one cohesive system. When beautiful form, high quality, and an authentic story come together, a product gains a lifespan that far outlasts any passing trend.

Reporter: What is the biggest gain Phu Quy expects from JGW September?

Mr. Tran Hoang Anh: Of course, we want commercial opportunities and specific orders. But measuring a trade show solely by the number of orders isn't enough. We hope to bring back connections that will growing into partnerships after we leave Hong Kong. That could be a client who wants further discussions, a partner who seeks for a collaboration opportunity, or simply a conversation that helps us understand the market better.

Real feedback from international buyers is also crucial. Sometimes, a buyer’s single question reveals something we would never know sitting in the office.

Finally, it's about setting a new benchmark for Phu Quy. After every trip abroad, our team return with a simple question: How can we do better? If the event helps our entire system raise its working standards a notch, that alone makes it deeply worthwhile.

The Phu Quy women’s necklace, made of 750 gold, from the “Encounter” collection.

From Vietnam to the World

Reporter: Do you hope to see more Vietnamese jewellery brands joining major international trade shows in the future? How is this significant to Viet Nam’s jewellery industry? 

Mr. Tran Hoang Anh: I truly hope to see this happen more and more. A single Vietnamese company showing up at an international trade show can catch attention. But when multiple Vietnamese brands appear together, each bringing its own strength, design language and story, the world will start to view the size of Viet Nam’s jewellery industry differently.

That's the greater value for the industry. We have strong crafting capabilities, a rich cultural heritage, and a growing creative community seeking their own voice. If businesses raise their standards for products, branding, and global operations together, the reputation of Vietnamese jewellery will grow naturally and sustainably.

As for Phu Quy, having more Vietnamese brands alongside us doesn't dilute our distinctiveness. On the contrary, a strong ecosystem helps all of us seen more seriously on the global stage.

The Phu Quy men’s bracelet, made of 750 gold, from the “Encounter” collection.

Reporter: Joining JGW September, what is the message Phu Quy wants to deliver?

Mr. Tran Hoang Anh: I expect Viet Nam will not be seen merely as a place with strong manufacturing and craftsmanship on the global stage, but the profound culture behind its products, built over thousands of years of history, rich with stories, symbols and perspectives on beauty that can inspire contemporary design.

As for Phu Quy, we simply want to be remembered as a modern Vietnamese precious metal brand where heritage isn't just copy-pasted from the past, but re-examined, refined, and reborn in today's life.

To me, if a foreign guest leaves our booth, feeling they’ve seen something distinctly Vietnamese, yet modern, refined and relevant to today's world, that is already a great success.

Reporter: Thank you very much! 

• Story:  Huy Minh, Thien Huong
• Photos:  Phu Quy Group
• Designer:  Trang Nhung/VNP