Our History

Evolving Heritage

Guarding traditions with artisan spirit, inspiring the future through innovation

1900
Humble Beginnings

“Woo Leung Lee” Bullion Trade business was founded in Chaozhou, China

1960
Hong Kong Pioneering

Founder Mr. Woo Chi Wing established Woo Leung Lee (1960) Jewellery Co., Ltd. in Hong Kong as the first Asian-Pacific general agent for Italy’s premier jewelry brand UNO-A-ERRE. Specializing in Italian gold jewelry wholesaling, the company started with just 3-5 staff.

1968
Retail Revolution

Launched our first flagship retail outlet, marking the transition into jewelry wholesaling and retailing with a team of 15.

1980
Redefining Luxury Networks

Expanded into a 7-boutique retail chain across five-star hotels and shopping arcades, integrating Italian jewelry production, raw material sourcing, and retail management with 130 employees.

1992
Strategic Diversification

Entered mainland China’s jewelry distribution network and opened our first aluminum extrusion plant in Nanhai, Guangdong. Covered Southern China, Southeast Asia, and Japan with 500+ staff across Hong Kong, Nanhai, and Shenzhen offices.

1996
Northern Expansion

Achieved record-breaking Italian jewelry sales and established a second aluminum plant in Yingkou, Liaoning, extending reach to Northeastern China, Russia, and Korea. Employed 1,100+ across four regional offices.

1997
Leadership Transition

Mr. Michael Woo Kim Kong assumed role as Managing Director, steering the company’s wholesale, manufacturing, and distribution operations.

1998
Regional Expansion

Inaugurated our Hong Kong headquarters with cutting-edge computerized systems and a wholesale distribution hub. Achieved 5 consecutive years of double-digit growth while acquiring assets in Thailand.

2001
Digital Transformation

Launched our online trading platform and third aluminum plant in Chengdu, aligning with China’s "Go West" strategy. Expanded into e-commerce and logistics with 2,000+ employees across five regional hubs.

2004
Brand Evolution

Founded the International Brand Center (IBC), elevating our portfolio with exclusive designer collaborations.

2012
Transatlantic Reach

Began strategic asset acquisitions in North America, cementing our global presence.