On 14 May, Shenzhen-based jeweller Zhou Liu Fu released a short film in collaboration with the Summer Palace in Beijing to announce its “520” co-branded pendants and bracelets. The video depicts the preparation of an imperial wedding during the Qing dynasty, with retainers frantically searching for Zhou Liu Fu jewellery.
“520”, pronounced as “wu er ling” has become a synonym for “I love you” (我爱你, wo ai ni”) in Chinese, making 20 May another “lover’s day”. The Zhou Liu Fu x Summer Palace collection is made up of gold pendants and bracelets inspired by the brass dragon and phoenix outside the Renshoudian (仁寿殿, Hall of Benevolence and Longevity) in the Summer Palace, symbolising eternal love.
The Zhou Liu Fu (周六福) name bears a resemblance to Hong Kong-based jewellers Chow Tai Fook (周大福) and Lukfook (六福), of which they also had copycat shops such as Shigefuku and Saturday Fook (“周六” means Saturday in Mandarin while “福” is pronounce “fook” in Cantonese). Last December, Zhou Liu Fu won a trademark infringement case against Hong Kong Zhou Liu Fu Jewelry (香港周六福珠宝) and received 5 million RMB (692,357.75 USD) in compensation.
Established in Shenzhen in 2004 and with over 4,000 stores in China, Zhou Liu Fu is celebrating its 20th anniversary. A sponsored TV show has been on air since the end of April on state-owned television channel CCTV-1.
Earlier this year, it was reported that Zhou Liu Fu is looking to go public in Hong Kong, after ending IPOs for listing in Shenzhen a third time last November. With gold still hot on the market and the “guochao” trend bringing attention to traditional gold shops, Zhou Liu Fu is one of the brands worth watching.
