About WILLS JEWELLERY
WILLS JEWELLERY is a Hong Kong fine jewelry brand specializing in natural colored gemstones, natural diamonds, fine jewelry design, and personalized bespoke services.
Since 2012, WILLS JEWELLERY has built on its family heritage of jewelry craftsmanship, combining the beauty of natural gemstones, refined craftsmanship, and personalized design services to create jewelry pieces worthy of being treasured and passed down.
We believe jewelry is more than an accessory; it bears witness to emotions, stories, and life’s important moments. Building on over 30 years of the family’s jewelry craftsmanship heritage, we maintain meticulous standards from gemstone selection and design to production, allowing every piece to reveal the unique beauty and value of natural gemstones.
From its private showroom in Central to its Wing On store in Sheung Wan and Harbour City store in Tsim Sha Tsui, WILLS JEWELLERY continues to offer a more complete online and offline experience, allowing customers to appreciate and select jewelry in ways that fit more naturally into their lives.
“ Jewellery is not merely worn — it is remembered, treasured, and passed on. ”
William Wong
William Wong grew up in a jewelry family and began exploring gemstone appreciation, design, and high-end setting craftsmanship from an early age. He is active at major international jewelry exhibitions and has laid a solid foundation for the brand’s development through his broad industry perspective and keen market instincts.
Specialist in Diamonds and Rare Colored Diamonds
He has a discerning appreciation of diamonds and rare colored diamonds, along with a keen eye for market evaluation. He has an in-depth understanding of the 4Cs grading system, enabling him not only to accurately assess top-quality white diamonds but also to offer deep insights into scarce colored diamonds such as pink and blue diamonds. He is committed to carefully selecting jewelry pieces that combine aesthetics with long-term value for clients.
Mastery of the Industry Chain and Brand Aesthetics
William previously established jewelry wholesale showrooms and factories in mainland China, gaining comprehensive experience across the entire industry chain from sourcing and production to retail. He has transformed his backgrounds in psychology and a master’s degree in operations management into a distinctive brand philosophy, combining high-end aesthetics, attentive client communication, and rigorous operational strategies.
International Recognition and Industry Advancement
In 2026, William received the NextGen Coloured Gem Excellence Award presented by the JWA (Jewellery World Awards), known as the “Oscars of the jewelry industry.” This international accolade recognizes his outstanding contributions to promoting natural colored gemstones through the “Colour Curator” philosophy, breaking traditional market conventions, and successfully leading the brand’s O2O operational transformation.
Committed to Giving Back to the Industry and Society
William is currently a member of the HKJJA Council and actively promotes technological and training development in the industry. He is also devoted to philanthropy and youth development. He has served as a judge and mentor for the “Entrepreneurial Managers” final organized by Po Leung Kuk, and was invited by the Harbour Junior Chamber to be a keynote speaker for the “Youth Have S.A.Y., Entrepreneurship Has a W.A.Y.” youth entrepreneurship training program. He continues to contribute to youth entrepreneurship and social inclusion as an entrepreneur.
Pinky Leung
Pinky has over 10 years of experience in fine jewelry design and holds the FGA professional qualification from the Gemmological Association of Great Britain. She specializes in colored gemstone jewelry design and has an exceptionally discerning eye for gemstone selection. Drawing on her deep gemological expertise, she precisely captures the soul of each gemstone, bringing out its most captivating layers of color and natural brilliance.
Signature Creations and Refined Vintage Craftsmanship
Pinky has led the creation of many beloved signature collections by WILLS JEWELLERY, including JUST, which showcases clean lines; Garden, which radiates a natural spirit; and Dreamy, which is filled with romantic charm. She excels in using mixed-color metals, refined proportions, and Milgrain beading to give jewelry a classical, elegant three-dimensionality.
Condensing Stories into Bespoke Creations
Through her bespoke services, Pinky values meaningful exchanges with clients. From listening to their emotional aspirations and carefully selecting their gemstones to refining design sketches again and again, she transforms their hopes into one-of-a-kind jewelry pieces worthy of being passed down through generations.
Our Expertise
Natural Coloured Gemstones
Carefully selected premium gemstones from around the world showcase the beauty of natural color and individuality.
Fine Jewelry Design
Balancing beauty, craftsmanship, and wearability through original designs and refined proportions.
Personalized Bespoke Design
From selecting the stone and developing the concept to completion, creating a jewellery story that truly belongs to each customer.
Bridal Jewellery
Accompanying engagements, weddings and life's important moments, witnessing precious emotions and commitments.
Natural Coloured Gemstone Experts
Natural coloured gemstones have always been a core feature of WILLS JEWELLERY.
We select sapphires, rubies, emeralds, aquamarines, tanzanites, natural coloured diamonds and pearls, presenting each gemstone's most captivating individuality and brilliance through design and craftsmanship.
Every natural gemstone possesses unique colour, character and an emotional language, deserving careful appreciation and long-term preservation.
Brand History
From a design studio to retail expansion, WILLS JEWELLERY continues to drive brand growth through professional service, brand aesthetics and in-person experiences.
Founded the brand, focusing on jewellery design and bespoke services.
Established its official website, expanding online services and customer engagement.
Opened its first showroom on Pedder Street in Central, officially expanding into an urban retail location.
Added dedicated diamond and gemstone sections and officially launched an online store, further enriching its product range.
Began livestreaming online and engaging with followers digitally, strengthening its online sales channels.
Relocated to Lan Kwai Fong on D'Aguilar Street and established a Central flagship bespoke centre.
Introduced natural coloured diamond jewellery, further establishing the brand's positioning as an expert in coloured gemstones and diamonds.
Previously established a location at SOGO in Causeway Bay, expanding the offline retail experience and allowing more customers to experience WILLS JEWELLERY's natural gemstone pieces in person.
Previously established a store at Mira Mall One in Tsim Sha Tsui to enhance customer service in Kowloon; Tsim Sha Tsui services were subsequently upgraded and consolidated at the Harbour City store. Invited to participate in the “Hong Kong Fashion and Jewellery Show” presented by SOGO.
Opened locations in Yongan Department Store in Sheung Wan and Harbour City in Tsim Sha Tsui. In the same year, the brand received repeated recognition from leading local department stores, was invited to participate in the “Hong Kong Fashion and Jewellery Show” presented by SOGO, and opened its fourth themed pop-up store at SOGO. Founder William also received the international “2026 NextGen Coloured Gem Excellence Award” from JWA (Jewellery World Awards) that year, establishing the brand's international recognition in the coloured gemstone field.
Brand Trust and Customer Base
Year Founded
Total Members
Social Media Followers
Current Main Stores and Showrooms
Celebrity Visits and Media Exchanges
WILLS JEWELLERY has welcomed numerous artists, hosts and public figures to admire and try on jewellery in-store, while sharing natural gemstones, the brand philosophy and jewellery craftsmanship stories through media interviews.
Artists Try On Jewellery In-Store
Numerous artists and public figures have visited in person to experience WILLS JEWELLERY's natural gemstone aesthetics and fine jewellery bespoke services.
Media Interviews and Research Promotion
Founder William was interviewed at the Central flagship store by TVB's “Finance Magazine” to discuss trends in Hong Kong's coloured gemstone market. He was also featured in ViuTV's “Hong Kong Is Full of Treasures” and Phoenix TV's “My Hong Kong Story”. In addition, he actively participates in The University of Hong Kong's (HKU) local pearl aquaculture research project, assisting fishermen in transitioning to new livelihoods and promoting sustainable industry development.
Exclusive Jewellery Experience
The brand has hosted guests from various sectors, showcasing the details and collectible value of natural gemstone pieces through jewellery try-ons and exchanges.
Giving Back to the Community, Growing with the City
WILLS JEWELLERY has always upheld the principle of “taking from society and giving back to society”, actively participating in youth development, entrepreneurship sharing and community services, and has been awarded the “Caring Company” 10 Years+ honour.
We believe that, beyond craftsmanship and aesthetics, jewellery can embody deeper human values and serve as a bridge connecting customers, communities and the future.
You are welcome to visit and experience them
Experience the texture and details of natural gemstones and fine jewellery designs in person.
Central Private Showroom
17-19 D'Aguilar Street, Central, Hong Kong
Room 1003, 10/F, Tak Woo Building
Private Jewellery Consultation and Bespoke Services
Sheung Wan Yongan Store
211 Des Voeux Road Central, Sheung Wan
Beside the ground-floor G/F entrance of Yongan Department Store's Sheung Wan flagship store
Opening hours: 10:00 - 19:30
Tsim Sha Tsui Harbour City Store
Level 2, Gateway Arcade, Harbour City
Near the Chevignon store
Opening hours: 11:00 - 20:00
Let every piece of jewellery become part of your story.
Welcome to book an appointment, enquire about natural gemstones, explore fine jewellery collections, or begin a bespoke journey with us.
