Jadelink and the Luxury Goods Market in China

The experienced entrepreneurial chief executive officer (CEO) of Jadelink International Limited was striving to create a modern jewelry brand representing a new perception in jade. The CEO has achieved early success by growing sales rapidly and bringing Jadelink products to Shanghai, the trendiest city in China. But the company wanted to expand business to the Asian and international luxury goods markets. This requires intensive capital to continue to build up the company scale. This case examines the establishment of a new business in China, managing business growth and acquiring venture capital. It also allows discussion of factors leading to successful entrepreneurship and dealing with business highly associated with industry tradition, people connection, and product design and innovation.