Editor’s Note
**Editor’s Note:** This interview with Gem Bros Chairman Hong Sang-gyu traces a 42-year journey through the jewelry industry, highlighting his dedication to natural gems and the generational connections they foster.
Reporter: Choi Na-ri | Input: 2026.05.24 11:00
Gem Bros Chairman Hong Sang-gyu is a gem expert who has walked the jewelry path for 42 years. There was a time when he personally visited mines in Thailand and Colombia to find a single good rough stone. Despite various challenges, he never stopped, and when importing natural gems was difficult, he visited government offices and submitted petitions. What Chairman Hong Sang-gyu has preserved over a long period is his tenacity and affection for the gems themselves.
His attitude of delivering satisfactory products even at a loss has led to long-term customer visits. The brand that parents once sought is now being passed down to their children’s generation.
Recently, Gem Bros has also embarked on a brand renovation with a youthful touch. The Gem Bros flagship building and website are being completely renewed, and the collection archive of over 10,000 items is being reorganized. We met with Chairman Hong Sang-gyu to hear his story.
After graduating from Korea Maritime and Ocean University, he first connected with the jewelry industry in 1981 while working in the business division of the Iksan Precious Metal Export Complex Association. He then moved to Thailand and Hong Kong, learning the trade by meeting local jewelry industry professionals, and naturally began studying gems.
The world of gems he encountered abroad was much deeper than expected. He found it fascinating that even a single stone contained beauty and rarity. From then on, his heart was drawn to this work, though he didn’t know it would become his lifelong career. In 1984, he founded ‘Green World,’ a name that later evolved into today’s Gem Bros.
Gem Bros is a fine and wedding jewelry house that completes the entire process—from appraisal, design, and craftsmanship to lifelong care—under one roof, based on natural diamonds, colored gemstones, and pearls directly selected from origins and mines worldwide.
At the flagship building, all processes take place: origin selection, in-house appraisal and inspection, design R&D, handcrafting in the atelier, and lifelong care. Rough stones imported from origins undergo in-house appraisal and inspection, are designed, hand-set in the same building, and then meet customers in the gallery. This consistent workflow enhances speed, precision, and transparency simultaneously.
The archive of over 5,000 product designs accumulated since 1984 and over 10,000 cumulative design archives represent the density of time Gem Bros has walked and the philosophy of prioritizing origin, meticulously refined to deeply examine the source, grain, and light properties of each rough stone.
On top of this, the house’s aesthetics of naturalistic design, natural stone gradation, and organic curved craftsmanship, combined with the hands of 60-year artisans and precise standards, complete each piece as a unique work of art, revealing the beauty and brilliance of each gem most convincingly.
While staying in Hong Kong and Thailand, he saw numerous jewelry companies. The local natural gem market was thriving, but the domestic situation at the time was completely different. The market itself was not properly formed, and import regulations were strict.
In the 1980s alone, natural gems were banned from import. Later, they were released as restricted import items, and a 25% special excise tax was imposed only on products worth over 5 million won. Subsequently, duty-free and tax-free policies were implemented for loose diamonds under 10 million won, and currently, all natural gem rough stones are tax-free regardless of value.
Although the system gradually changed to create an environment for free trade of natural gems, at that time, it was regrettable that gems traded naturally overseas faced difficulties in Korea. So, he visited the National Assembly and relevant ministries to submit petitions.
Recently, the wedding gift market has shifted from a trend of acquiring multiple items to focusing on one good ring. After COVID-19, consumer preferences turned towards practicality, and many people now seek a so-called ‘smart single ring.’
In the past, it was natural for wedding gifts to include a set of five: diamond, ruby, sapphire, emerald, and pearl. Now, the atmosphere is different. Younger generations focus more on a single ring they can wear for a long time rather than multiple items. Many also seek famous brands.
Gem Bros believes it is competitive in offering jewelry at a much more reasonable price for the same quality. If the value and completeness of the gem itself are important, it is a sufficiently satisfying choice.
Gem Bros provides lifelong aftercare service to ensure that customers’ jewelry retains its original brilliance tomorrow and beyond. Cleaning, polishing, precision inspection, engraving, and resizing are all supported systematically and meticulously. They help customers’ precious pieces always shine perfectly.
Some brands charge high fees for such repairs. Gem Bros provides all services free of charge without additional costs. They also consider cases where customers can no longer wear jewelry due to personal circumstances. Products kept only for storage due to reasons like divorce are purchased at current market prices.
Additionally, they provide a Stone Passport. It includes information on the origin, transaction route, cutting, craftsmanship, and final inspection, allowing customers to trace the gem’s journey.
The most memorable period was about 30 years ago, when he traveled to mines in Thailand and Colombia to find top-quality rough stones. He visited local areas to bring in good stones, and during that process, he experienced dangerous situations. Although it was a difficult time, the days he spent on foot with the determination to find a good rough stone remain vivid.
The most important thing in management is principles. He has valued principles since childhood, and that belief has not changed in business. Among them, the most important is ‘putting oneself in another’s shoes.’ He always tries to think from the customer’s and buyer’s perspective first.
He believes that the reason customers come from all over the country without large-scale marketing is also due to this trust. It is the result of prioritizing trust with people over immediate profits.
Recently, the company is integrating the existing ‘Gioro’ brand into Gem Bros. The interior of the flagship building in Nonhyeon, Seoul, and the website design are also being completely renewed. The Gem Bros flagship building is a space combining an appraisal room, design studio, atelier, and exhibition space. The second floor will be decorated as a wedding-exclusive space, and the company plans to operate online and offline in conjunction.
Times have changed a lot. To continue the 42-year history, his daughter is actively stepping up. Being of the younger generation, her perspective and thoughts are different. There are moments of disagreement, but he hopes that the experience and classicism gained from long years in the industry will naturally blend into the next generation. The goal is to remain a brand that connects generations.