【Seoul, South】[Interview by Reporter Kim Hyung] Korea’s Jewelry Master, CEO of Geumbuchia, Oh Hyo-geun: “Craftsmanship is Already Complete, Now It’s Time for the Brand!”

[Photo = CEO Oh Hyo-geun]
In Jongno, the mecca of Korean jewelry, there is a master craftsman who has been cutting and refining metal for over 40 years. He is Oh Hyo-geun, a Master of Korean Jewelry and Metal Craft (No. 542) and CEO of Geumbuchia Co., Ltd.
“We only knew how to make things. But now it’s time to think about ‘how to make ourselves known.'” Having produced products for numerous brands, he realized that perfect craftsmanship alone is not enough to leave a name in the market, and decided to leap beyond a manufacturing-centric structure toward a brand-centric one.
Geumbuchia Co., Ltd. has long focused on OEM/ODM order-based production. While it has created products for countless brands with precise craftsmanship, ‘Geumbuchia’ remained an unfamiliar name to consumers. Therefore, he decided to establish his own brand to imprint ‘the name of the technology’ on the market. Geumbuchia Co., Ltd. has newly established its corporate identity (CI/BI) and formed a rebranding TF team. It has systematized the entire brand system, including SNS content planning, customer feedback-based manuals, and product packaging. At the center are two brands. ‘Willing,’ a 14K and 18K gold line, is an everyday jewelry brand combining craftsmanship and practical aesthetics. ‘Raventoir,’ a premium silver brand, is an artistic line that fuses Korean aesthetics with the symbolism of European aristocratic culture.
[Photo = Provided by Geumbuchia]

Geumbuchia Co., Ltd. is a specialized manufacturing company that handles all processes—design, mold-making, casting, polishing, and crafting—in-house. Recently, it expanded its distribution network in the Jongno area, establishing a ‘distribution structure where brand products and ODM products coexist.’
“ODM is our root, but the future lies in the brand. Technology is the foundation, and the name is the direction.” Furthermore, by introducing a smart crafting system that combines cutting-edge technologies such as CAD/3D printing, precision casting, CNC machining, and laser welding, it has increased production efficiency by over 30%. “When engineering follows the craftsman’s fingertips, technology becomes an industry.”
His philosophy encapsulates the direction of innovation that Geumbuchia pursues. Master Oh is not just an entrepreneur but a leader in the Korean jewelry industry. As the chairman of the Korea Jewelry Industry Association and a member of various technical committees, he has led industrial standardization and policy proposals. He spearheaded the writing of ‘The 100-Year History of the Korean Jewelry Industry’ and is currently writing the ‘Korean Jewelry Industry Terminology Dictionary’ (scheduled for completion in 2025). He also continues to provide education and mentoring to young craftsmen and prospective entrepreneurs through skill competitions, the Human Resources Development Service of Korea, and the Seoul Jewelry Support Center.
[Photo = Provided by Geumbuchia]
“Only a master craftsman equipped with not only technical skills but also business acumen and industrial insight can lead the future of Korean jewelry.” As a complete craftsman capable of everything from design to production, he is recently preparing for business succession by transferring the entire business to his children. This process stems not from simple management succession but from a sense of mission to pass on the ‘spirit of a master’ across generations. In recognition of these efforts and philosophy, Geumbuchia Co., Ltd. was selected as a ‘Century-Old Small Enterprise’ by the Ministry of SMEs and Startups. Taking this as an opportunity, the company is now pursuing branding innovation to expand ‘the legacy of technology’ into ‘brand assets.’
“Now, we will create a brand that will remain in the world under our own name.” As he says, Geumbuchia’s challenge is a journey to build a brand’s philosophy on the trust accumulated on the manufacturing floor. The path of Geumbuchia, which began in Jongno, the heart of the Korean jewelry industry, is opening the prelude to an era where a craftsman’s skill becomes a brand.