About WILLS JEWELLERY
WILLS JEWELLERY is a Hong Kong fine jewelry brand specializing in natural colored gemstones, Natural diamonds, fine jewelry design, and personalized customization services.
since 2012, WILLS JEWELLERY has been built on the heritage of family jewelry craftsmanship, Combining the beauty of natural gemstones, refined craftsmanship, and personalized design services, Creating jewelry pieces worthy of being treasured and passed down.
We believe that jewelry is not merely an accessory, but a witness to emotions, stories, and life’s important moments. The brand carries over 30 years of family jewelry craftsmanship and heritage, from gemstone selection and design to production, maintaining meticulous quality control so that every piece reveals the unique allure and value of natural gemstones.
from the private showroom in Central to the Wing On store in Sheung Wan and the 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 a way that fits more naturally into everyday life.
“ Jewellery is not merely worn — it is remembered, treasured, and passed on. ”
William Wong
William Wong grew up in a jewelry family and immersed himself from an early age in gemstone appreciation, design, and top-tier setting craftsmanship. He is active at major international jewelry exhibitions, laying a solid foundation for the brand’s development through his broad industry perspective and keen market awareness.
Specialist in Diamonds and Rare Colored Diamonds
but also possesses a distinctive appreciation of diamonds and rare colored diamonds, along with keen market evaluation insight.
He has an in-depth understanding of the 4Cs grading system and can not only accurately assess top-quality white diamonds,
He also possesses deep insight into scarce fancy-colored diamonds such as pink and blue diamonds,
Dedicated to hand-selecting jewelry pieces that combine aesthetics with long-term value for customers.
Expertise in the Industry Chain and Brand Aesthetics
William previously established jewelry wholesale showrooms and factories in mainland China, gaining comprehensive command of the entire industry chain from procurement and production to retail operations.
He transformed his academic background in psychology and master’s degree in operations management into a distinctive brand philosophy,
Combining refined aesthetics, attentive customer communication, and rigorous operational strategies.
Dedicated to giving back to the industry and society
and currently serves as a board member of the Hong Kong Jewellery & Jade Manufacturers Association (HKJJA), actively promoting technological and training development in the industry.
He is also passionate about public welfare, having served as an entrepreneurship mentor and judge for Po Leung Kuk, as well as holding key positions in the Junior Chamber and Rotary Club,
Continuing to contribute to youth entrepreneurship and social inclusion.
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. and has a particular specialization in colored gemstone jewelry design, with an exceptionally distinctive eye for selecting gemstones. With her deep expertise in gemology, she precisely captures the soul of every gemstone, bringing out their most captivating layers of color and natural brilliance.
Signature creations and refined vintage craftsmanship
Pinky leads the creation of several beloved WILLS JEWELLERY signature collections,
Including JUST, with its clean lines, and Garden, radiating a natural spirit,
as well as the romantic Dreamy.
She excels in combining multicolored metals, refined proportions, and delicate Milgrain beadwork,
Infusing jewelry with the dimensionality of classic elegance.
distilling their stories into personalized creations
in personalized customization services, Pinky values deep communication with customers,
From listening to emotional aspirations and carefully selecting exclusive gemstones to refining design sketches again and again,
Transforming customers’ hopes into one-of-a-kind jewelry pieces worthy of being passed down through generations.
Our Expertise
Natural Coloured Gemstones
Carefully selected high-quality gemstones from around the world showcase the beauty of natural color and individuality.
Fine Jewelry Design
Through original designs and refined proportions, we balance beauty, craftsmanship, and the wearing experience.
Personalized Customization
From selecting gemstones and developing concepts to completion, we create jewelry stories that truly belong to each customer.
Wedding Jewelry
Accompanying proposals, 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 carefully select gemstones including sapphires, rubies, emeralds, aquamarines, tanzanites, natural coloured diamonds, and pearls, and through design and craftsmanship, each stone’s most captivating individuality and brilliance are brought to life.
Every natural gemstone possesses unique colours, character, and emotional language, Deserving of careful appreciation and long-term收藏.
Brand Development Timeline
From a design studio to retail expansion, WILLS JEWELLERY has continued to deliver professional service, The brand’s aesthetic and physical experiences drove its growth.
The brand was founded, focusing on jewellery design and bespoke services.
An official website was established, expanding online services and customer engagement.
The first showroom was established on Pottinger Street in Central, officially expanding into an urban retail location.
A dedicated diamond and gemstone section was added, and an online store was officially launched, further enriching the product range.
Online livestreams and fan interactions were launched, strengthening the online sales channel.
The brand relocated to Lan Kwai Fong on D’Aguilar Street, establishing its Central flagship bespoke centre.
Natural coloured diamond jewellery was introduced, further establishing the brand’s positioning as an expert in coloured gemstones and diamonds.
The brand previously established a presence at SOGO in Causeway Bay, expanding its offline retail experience and allowing more customers to experience WILLS JEWELLERY’s natural gemstone pieces in person.
The brand previously operated a store at Mira Mall One in Tsim Sha Tsui, deepening customer service in Kowloon; its Tsim Sha Tsui services were subsequently upgraded and consolidated into the Harbour City store.
The brand has established a presence at Wing On Department Store in Sheung Wan and Harbour City in Tsim Sha Tsui, further expanding its jewellery experience network in Hong Kong’s core commercial districts.
Brand Trust & Customer Base
Year the Brand Was Established
Total Members
Social Media Followers
Current Main Stores and Showrooms
Celebrity Visits & Media Exchanges
WILLS JEWELLERY has welcomed numerous celebrities, hosts, and public figures to admire and try on its jewellery, They also shared stories about natural gemstones, the brand philosophy, and jewellery craftsmanship through media interviews.
Celebrity In-Store Try-Ons
A number of celebrities and public figures have visited in person to experience WILLS JEWELLERY’s natural gemstone aesthetics and fine jewellery bespoke services.
Media & Brand Exchanges
Founder William was interviewed for ViuTV’s programme “Hong Kong Has Treasures” and Phoenix TV’s programme “My Hong Kong Story.”
Exclusive Jewellery Experience
The brand has hosted guests from various sectors, showcasing the details and collectable value of its natural gemstone pieces through jewellery try-ons and exchanges.
Giving Back to the Community and Growing with the City
WILLS JEWELLERY has always upheld the philosophy of “Take from society and give back to society,” actively participating in youth development, entrepreneurship sharing, and community service, and receiving the “Caring for the Community” 10+ Years Award.
We believe that beyond craftsmanship and aesthetics, jewellery can also carry deeper humanistic values, Becoming a bridge connecting customers, the community, 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 Wo Building
Private Jewellery Consultations & Bespoke Services
Sheung Wan Wing On Store
211 Des Voeux Road Central, Sheung Wan
Beside the G/F entrance of the Wing On Department Store 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 - 21:00
so that every piece of jewellery can become part of your story.
You are welcome to book an in-store appointment, enquire about natural gemstones, and explore our fine jewellery collections, Or embark on an exclusive bespoke journey with us.
