“I have learned that through the power of being honest and vulnerable and sharing your story, we can make a difference.”
As director of operations at Paris Jewelers, Chao Louis – who co-owns the Edmonton-based company with his sister Treng, has a considerable legacy to maintain. The parents of both, who moved to Canada from Vietnam with their young children, established the business after training as goldsmiths after arriving in their new country. Honoring the effort, as well as their ancestors, inspired the sisters to launch The Asian Heritage Hope Collection, which includes a newly set stud earrings and a pendant necklace that both enhance a rose quartz detail. In an effort to address and explain the rise in anti-Asian racism in the past year, 100 percent of the net proceeds from the sale of the set will go to the Canadian-based Asian Solidarity Fund and Stop AAPI Hate, an American nonprofit.
“I saw that working so hard,” Lui says of what inspired the collection and its initiative, and she says her mother was a Vietnamese-English dictionary after the first Paris jewelers’ shop in St. Albert opened. Will communicate with customers through, Alberta. Yet despite the achievement of starting and developing a small business (which now has 23 stores in four provinces) – and the real ambition to “create a better life and future”, as Looi says of his parents She says – The family has been deprived of their experience and they have been constantly facing incidents of racism in Canada. This is an issue, she points out, that COVID-19 is developed by the epidemic.
“Business is growing, we will hear that our brand has to be more ‘Canadian’,” she recalls. “And about a year ago, we started getting the message, ‘Please don’t use the Canadian flag. You’re not a Canadian company.’ We felt really discouraged. These are the things I try to forget, But I have learned through the power of being honest and weak and sharing my story, we can make a difference. ”
Until some time ago, you would not find pictures of Louis and his sister in any of the marketing materials produced for Paris Jewelers. “It was felt for everyone who celebrates [our background], Another person who says, “Don’t say you’re a Canadian company if your boss isn’t from here.” “But Louis said that he and his family have committed to sharing their story to inspire and uplift.” “We have this company and this platform – how do we use it to do good work? I want to set an example for my children. “
This is one of the reasons behind the creation of the Asian Heritage Hope collection and the creation of its give-back element; The pieces were introduced today in May as an Asian American and Pacific Islander (AAPI) Heritage Month in Canada, to recognize the birthdays of Chow and Trang’s mother, Thu. And the small pieces are enriched with symbolism, lui notes. “Rose quartz is one of my favorite stones; is referred to as [a symbol] Of universal love and deep inner healing. And we used a hexagon [because] All sides and interior angles are the same. I want to believe that people should be treated regardless of their size, their size, their race. “
While this offering honor Thu gave her daughters a lifetime, this is not the first time Paris jewelers have honored this notion through design. Last year, the brand launched the Resilience Collection, designed to recognize sacrifice and tenacity by front-line and essential workers from all sectors. “We’re very inspired by them,” Lui says. The collection highlights yellow and brown 2020 Pantone Colors, and is made up of artistic objects provided with citrine and gray Moonstone St .; A portion of the proceeds from the sale from this collection is donated to The Frontline Fund.
“We want people, when they put these pieces to remember their strengths,” says Louis, working on the aforementioned collection over the years was a “life saver.” They have given me hope. “
Paris jewelers have reacted to other issues provoked by the epidemic, including financing options for customers who are facing hardship after losing their jobs. “The world has changed, so we have to change and adapt as well,” notes Lui.
One thing he has seen has not changed, but has evolved, which is that jewelry fans are moving towards buying these days, including pieces made in yellow gold instead of rose gold (which has led customers for many years Has fascinated). And he is excited by the notion that once we emerge from the COVID-19 crisis, “people will become super comfortable to be bold,” made a statement along the way to mix it up and put on their clothes. Style is, after all, a way of communicating emotion.
And this is why Louis and his family have adopted the approach to running their business and take so much care of the meaning behind their work; She sheds light on how jewelery, if bought for one’s own self, is some kind of celebration. “Jewelry is an emotional purchase,” she says. “People have to join it.” They have to maintain it, too, and the brand offers a variety of care plans for customers to keep their precious pieces clean and in good repair. “We believe that the ornament represents a particular milestone,” Louis says. “You can have this for the rest of your life and pass it on for generations to come.”
In this way, creations found in Paris jewelers handle matters of importance with the launch of pieces of the Asian Heritage Hope; There is a through line in that history and future that one has to trend in order to thrive.