Our History: Evolution of a Premier Wholesale Custom Jewelry Manufacturer

In 1997, Mr. Qilong Jiang, a visionary with over 5 years of deep-rooted experience in the jewelry industry, founded Guangzhou Zhefan Jewelry Factory in Guangzhou. Since then, the exquisitely manufactured and designed jewelry from Zhefan has started to make its mark in the market, laying a solid foundation for a brand that values both traditional craftsmanship and innovative design.

In 2008, to offer more competitive prices while maintaining high quality, Zhefan set up a second factory in Meizhou. This not only boosted production capacity and efficiency but also created many local jobs in Meizhou, supporting family reunions and reducing left-behind children—achieving "business growth + social responsibility" dual development.

In 2010, Zhefan opened two jewelry kiosks in the western suburbs of Guangzhou, attracting domestic and international customers. This marked Zhefan’s official "debut to the world"—it showcased exquisite jewelry through the kiosks, letting visitors feel the beauty of jewelry intuitively.

In 2013, Guangzhou Zhefan Jewelry Co., Ltd. was established, with specialized departments (R&D, marketing, logistics, etc.) set up to better serve B2B partners. From 2015 to 2017, Zhefan participated in renowned Hong Kong jewelry exhibitions; in 2017, it cooperated with a new brand, helping it grow from 0 to 300K Instagram followers. Meanwhile, Zhefan’s monthly sales exceeded 5 million RMB, proving its ability to create "market-driven, profitable products" for partners.

2019-2021, despite the pandemic, Zhefan’s online business grew against the trend. By increasing online investment and optimizing e-commerce platforms, it met global consumers’ needs. At this time, Zhefan’s factory covered over 800㎡, its supply chain was upgraded, and it cooperated with international brands. For B2B clients (e.g., Amazon top sellers, major supermarkets), it offered three supports: flexible MOQs, fast production, custom design.

After 2022 global market recovery, Zhefan restarted global exhibitions. Its first stop was the Hong Kong International Jewelry Show (one of the world’s top 3, attracting 82,000 buyers). It successfully invited Amazon’s top 3 jewelry seller to its booth and then to inspect its Guangzhou/Meizhou factories. Within 1 week, they signed a 120,000-piece trial order (necklaces, bracelets). This cooperation was significant: in 6 months, Zhefan added partnerships with Italy’s largest jewelry wholesaler, large European/American supermarkets, and a well-known American jewelry brand; 2023 cross-border orders grew 180% YoY.

2023-2024, Zhefan continued its exhibition success, participating in 6 top global jewelry shows (covering Hong Kong, Germany, Italy) in two years. Exhibitions brought order growth, and 5-8 overseas client groups visited its Guangzhou/Meizhou factories monthly (1,000㎡ base, automated lines, 600,000-piece monthly output, 6-round quality inspection). With the "exhibition + on-site inspection" model, Zhefan built long-term partnerships with Mexico’s largest department store, Amazon’s top 3 seller, etc., with over 97% 5-star product reviews.

In 2025, Zhefan achieved dual breakthroughs in design and brand influence: it officially hired a senior American jewelry designer (with 15 years of European/American market experience, previously serving New York’s renowned brands) to join its core team. Forming a "local senior designers + American designer" structure, it integrated "Eastern craftsmanship + international aesthetics". New product development cycles shortened by 15%, custom response speed increased by 20%. At 2025 Hong Kong/Munich shows, the "cross-cultural integration series" by the new team attracted attention, with on-site orders 300% higher than its 2022 debut—marking its transformation from "high-quality manufacturer" to "design-driven brand".