Editor’s Note
This article highlights the enduring legacy of John Paul Jewelry, a third-generation family business that has evolved from its origins in precious metal craftsmanship to become a leader in both the wedding and high-end jewelry markets.
John Paul Jewelry is a diamond and high-end jewelry specialist brand. Starting with a grandfather who manufactured precious metals in 1947, CEO Lee In-chang is the third generation to continue the family business. The brand presents a variety of trendy products, from jewelry made of gold (14K, 18K, 24K) to pieces utilizing diamonds and gemstones. It has achieved high performance in the wedding market and the high-end jewelry market. John Paul Jewelry prioritizes customer-satisfying design, quality, and reasonable pricing in its management. It has established its own design laboratory to convey its unique sensibility and story, presenting new jewelry trends each year.
John Paul Jewelry will also participate in the ‘2024 S/S Seoul Fashion Week’ held at Dongdaemun Design Plaza (DDP) starting September 5th. John Paul Jewelry plans to unveil its ‘Forest’ collection targeting the next season. The collection consists of two series: ‘Dona & Paul’, depicting a tiger and rabbit that grow over time, and ‘Fragrance’, a design based on the concept that even invisible, intangible scents flow with time.
The brand’s growth has been significantly aided by a strategy of expanding its high-priced jewelry products, previously limited to offline stores, into online channels. John Paul Jewelry built its shopping mall through ConnectWave’s e-commerce integrated solution ‘MakeShop’. By directly importing diamonds, lab-grown diamonds, and colored gemstones, it secured price competitiveness and introduced online fixed pricing to gain customer trust. Recently, following its store in Jongno 3-ga, Seoul, it has also established an offline store in Cheongdam-dong, further diversifying its distribution channels.