Editor’s Note
This article highlights an unexpected yet innovative partnership forged at the China International Import Expo (CIIE) between a high-end jewelry brand and a UAE-based additive manufacturing firm. It underscores how cross-industry collaboration can drive creative and technological advancement.
How did a museum-collection-grade jewelry brand in the consumer goods exhibition area connect with a high-tech enterprise from the UAE in the technical equipment zone? Today, V MUSE, a museum-collection-grade jewelry brand participating in the China International Import Expo (CIIE) for the fourth consecutive year, officially launched a strategic cooperation with SINDAN, a leading additive manufacturing enterprise from the UAE. This not only heralds the development prospects of jewelry art but also marks a strategic transformation from ‘exhibitor’ to ‘investor,’ achieving a cross-border collaboration between technology and aesthetics.
How does CIIE expand its ‘circle of friends’? One way is through ‘old friends bringing in new ones.’ In the technology and equipment exhibition area filled with ‘black tech,’ UAE-based SINDAN made its debut at CIIE this year, securing a large booth. They showcased not only a realistic model from ‘Black Myth: Wukong’ but also a bipedal robot busily serving ‘coffee.’
Few knew that SINDAN is actually a sister company of V MUSE, and its first-time participation was facilitated by V MUSE. According to Xinmin Evening News, SINDAN, an AI-driven technology company headquartered in the UAE, operates the largest industrial-grade AI 3D printing cluster in the Middle East. Leveraging strategic partnerships with UAE sovereign institutions and research institutes, it provides end-to-end manufacturing solutions for energy, transportation, consumer goods, aerospace, healthcare, and the creative industries.
Today, the two companies held a signing ceremony for a strategic cooperation memorandum at CIIE. This not only signifies the formal establishment of a deep cooperative relationship but also represents a crucial milestone for the symbiotic development of ‘technology and art’ in a global context. It is reported that the two parties will jointly build an innovation platform, focusing on releasing a series of solutions integrating AI and 3D printing technologies. This aims to drive breakthroughs in jewelry personalization, complex structures, and new material applications, thereby expanding the new frontiers of the high-end jewelry industry in areas such as personalized customization, innovative complex structures, and exploration of new materials.
It was also learned that at this year’s CIIE, V MUSE presented 22 pieces of museum-grade historical jewelry collections. Among them, the most precious is a ‘golden leaf’ from the gold laurel wreath of French Emperor Napoleon I. Napoleon wore this crown during his coronation ceremony on December 2, 1804, making his laurel-crowned image one of his primary depictions in historical records. After his defeat at Waterloo, the wreath was melted down into a small gold ball by the restored Bourbon regime at the Paris Mint in 1819. Currently, only two golden leaves are known to exist, with the other housed in the Palace of Fontainebleau in France.
In addition to the collection pieces, V MUSE also debuted three new high jewelry creations from its ‘Masterpiece’ series for the first time this year. Among them, the ‘King of Flowers,’ the peony, is presented in full bloom using nearly 8,000 Burmese rubies totaling 156 carats. Meticulously set gemstones form the petals and center, while the base consists of nearly 2,000 emeralds totaling 19.65 carats forming the sepals. A bee resting on the flower’s center is a piece of historical jewelry created in France over a hundred years ago.
V MUSE is a museum-collection-grade jewelry brand that has been dedicated to the collection and practice of global jewelry art for nearly two decades. Benefiting from the ‘spillover effect’ of CIIE, V MUSE is accelerating its layout in China and globally, with its Shanghai boutique already in the preparation stage.