Lv Qizhen: The Founder of Feiyuehui Jewelry

Chinese coverage: 媒体天下 · Sohu
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English editorial summary by Feiyuehui Jewelry.

English summary published: .

This 2018 interview features Feiyuehui Jewelry’s founder, Lv Qizhen (吕其蓁), identified in the original publication as Lv Aiqiong (吕爱琼). The interview examines her longstanding engagement with jadeite and the principles that shaped the establishment of Feiyuehui Jewelry in 2014.

The report identifies Meizhou, Guangdong, as her hometown and describes family elders working in jadeite cutting and carving. It records the brand’s first shop at Shenzhen’s MixC and her emphasis on sourcing, craftsmanship and product quality.

Lv explains the use of fixed prices for most pieces and her decision, in the brand’s early years, to prioritise product quality and design over advertising. The interview closes with reflections on learning, customer relationships and the personal significance of jadeite.