Q&A with Hefang Sun on Building HEFANG Jewelry Globally

Hefang Sun is reshaping what contemporary Chinese jewelry means on the global stage. As the founder of HEFANG Jewelry, she blends centuries-old craftsmanship with modern international aesthetics, creating accessible luxury pieces that resonate with women everywhere.

Since launching her brand in 2012, Hefang has grown HEFANG into an international success with nearly 70 boutiques and features in Vogue, ELLE and Harper’s Bazaar.

In this conversation, she reflects on the dream she quietly but determinedly made at age 20, the risks that shaped her journey and her advice for women who are building something of their own.

Q&A with Hefang Sun

What inspired you to start HEFANG Jewelry?

I grew up spending time in my mother’s jewelry manufacturing workshop, and that environment naturally sparked my deep interest in jewelry. When I was 11, I first heard about Central Saint Martins from one of her British clients—and that was the moment the seed of my dream was planted. Later, I was fortunate to be admitted to Central Saint Martins, where I studied jewelry design. During my time abroad, I took part in programs led by international houses such as Cartier and Swarovski. Back then, at just 20, I quietly made a wish to myself: someday, I would launch my own namesake jewelry brand.

Back then, at just 20, I quietly made a wish to myself: someday, I would launch my own namesake jewelry brand.

While studying in Europe, I noticed that fashion silver jewelry there combined wearability with intricate design, while in China, silver jewelry at the time often lacked originality and detailed craftsmanship. That gap in the market became the driving force behind HEFANG. I wanted to create accessible, well-designed jewelry for style-conscious women—pieces that bring joy, confidence, and a touch of luxury to everyday life.

That gap in the market became the driving force behind HEFANG. I wanted to create accessible, well-designed jewelry for style-conscious women—pieces that bring joy, confidence, and a touch of luxury to everyday life.

What is the bravest thing you’ve done while building a global brand?

One of the boldest moves was deciding to launch on Tmall in 2016. At the time, the platform was dominated by jewelry priced at just a few dozen to a hundred RMB, while HEFANG’s average price point was around two to three thousand. Many questioned whether a designer brand could maintain its identity in the e-commerce space, but we took the leap anyway.

Coming from a design background, I had to learn the nuts and bolts of online retail from scratch. In the end, not only did we succeed—as one Tmall manager put it, “HEFANG single-handedly raised the average price point and visual standards for jewelry on the platform.” That step helped us break the stereotype of designer brands being unapproachable and allowed us to truly connect with a wider audience.

My biggest dream has always been to bring a Chinese brand like HEFANG to the international stage. This year, we’ve taken several courageous steps toward global expansion—launching our own e-commerce site, initiating the HEFANG Award in collaboration with my alma mater, Central Saint Martins, and more. While global growth comes with uncertainties, taking these risks isn’t just an option—it’s the only way forward.

While global growth comes with uncertainties, taking these risks isn’t just an option—it’s the only way forward.

What is a non-negotiable in your routine that keeps you focused and creatively energized?

For me, the non-negotiable habit is continuously drawing inspiration from life itself. I strongly believe that design comes from lived experience, so I make a conscious effort to observe and absorb beautiful details in everyday moments—whether it’s a trip, a song, a story, or even a set of royal tableware I stumbled upon in an antique store. This sensitivity to life helps keep my creativity fresh and authentic.

This sensitivity to life helps keep my creativity fresh and authentic.

I also consistently sketch by hand to capture ideas as they come. Turning fleeting emotions into tangible sketches allows me to stay true to my design roots, even amid the pressures of running a business.

How has your cultural heritage shaped your creative vision for HEFANG Jewelry?

My cultural background is deeply rooted in the evolution of Chinese manufacturing and design. Growing up around my mother’s jewelry production, I witnessed firsthand the strength of China’s supply chain—but also the lack of emphasis on original design. Studying abroad reinforced my sense of mission: to contribute to “Chinese design” on the global stage.

HEFANG’s creative vision is to blend Chinese craftsmanship with international aesthetics, creating luxury-accessible jewelry that carries Eastern sensibility yet feels completely modern. We’re not just building a brand—we’re bringing Chinese design to the world.

What advice would you give to other female entrepreneurs or businesswomen?

I’d say there’s no such thing as “perfect balance”—only conscious trade-offs

I’d say there’s no such thing as “perfect balance”—only conscious trade-offs. Women are often expected to seamlessly manage both career and family, but the truth is, we don’t have to excel at everything all at once. What matters is identifying your priority at each stage of life—and embracing imperfection.

It’s also essential to know your core strength. For me, it’s design; for you, it might be something else. Identify it, and build your competitive edge around it. Be courageous—the market rewards those who create with sincerity and purpose. As I often say: Dream bigger, but stay grounded.