To respond perfectly to the aesthetic demands of the customers with designs coalescing the historical and cultural accumulations of humanity with the contemporary technologies of production; to present a value to the society and the world with the principles promoted within the company.

To be the leading jewellery brand nationally and internationally with its governance based on intercommunication with its labourers, with its principles founded on the ethics of social justice and environmental awareness, with its adaptability to the changing conditions focused firmly on the developments in the sector and the world, and with its reputation in quality based service and trustworthiness.