Brand Story

 

Eternal in appeal yet contemporary in design, the Coronet branded jewelry collection is for the fashion-conscious woman.

The brand takes inspiration from aristocratic history – The Crowns adorning the aristocracy. While the crowns of Kings and Queens stand for power, a Coronet defines the beauty and desire of a Princess.

Ingeniously and elegantly Aaron Shum Jewelry has created a magnificent collection of Coronet, which ensembles seven brilliants with an elevated center diamond set without prongs, creating "The Solitaire Effect".

A solitaire is beautiful on its own, but when the combination of the luster and brilliance of seven diamonds - Coronet bedazzles! This exclusive design outshines the look and luminosity of a much larger solitaire stone. Coronet Solitaire is beautifully intricate and perfect for day-to-evening wear.

To many customers, Coronet has become a symbol of fortune and success as “Seven” is a number with worldwide significance such as the Seven Wonders of the World; Seven Virtues; Seven Seas, Seven Days of the week and so on. The “seven diamonds combination of Coronet” embodies the ideals of bringing prosperity, wealth and success to the people who wear Coronet jewelry.

 

A Diamond is forever, Coronet is for everyday.

The Look

Coronet has accomplished what centuries of master jewelers have tried - creating a luminous grand solitaire effect - with only 30 points of diamond, Coronet achieves the look and brilliance of one carat at exceptionally competitive value.

Coronet’s worldwide patented setting is what makes it a true original.  Without central prongs to distract from its brilliance, the Coronet design achieves 100% diamond visibility and boasts superior light refraction.

Showcasing an eye-catching 399 facets rather than the standard 57 for a typical solitaire stone of its size, Coronet reaches optimum radiance, at approximately 1/3 the carat weight and 1/10^th the price of its solitaire equivalent.

To its pride and joy, Coronet had received the Hong Kong Top Brand Award in 2011. This is the first and only jewelry product brand in the history of Hong Kong industry to win this prestigious award. Coronet also won the Hong Kong Famous Brand Award in 2012 and Hong Kong Star Brand Award in 2013.

In the Baselworld 2015, Coronet has become the second Asian jewelry brand to be housed in the prestigious Hall 1.1 in succession to Mikimoto in 1996. It was under the spotlight of the international audience along with the mega luxury groups like Dior, Hermes, Graff and Burberry etc.

More proudly, the Coronet Diamond Gibson Guitar embedded with more than 400 Carats of Diamonds and made with 1.6kg of 18K gold is the first collaboration between Creator Aaron Shum of Coronet, diamond partner Chow Tai Fook, sponsor Gibson Brands, & musician/designer Mark Lui. The masterpiece is the result of 700 work-days with a team of 68 people and sets the new world record for the Most Valuable Guitar at USD$2 million, according to GUINNESS World Records. The Guinness certificate was formally presented to Coronet after the guitar was played during a performance at Baselworld 2015 in the Coronet salon, located in Hall 1 of the show.