This year marks the 150th anniversary of Macau jewellery brand O’Che, founded in 1867 in the reign of Qing Emperor Tongzhi. The name ‘O’Che 1867’ was originally ‘Ourivesaria Che Lee Yuen’ whilst ‘Ourivesaria’ is Portuguese for goldsmith and ‘Che’ – or ‘Tse’ in Cantonese – is the Romanised form of the family’s Chinese surname. During the war, Macau was an important base for gold importation. Every day, much gold from Africa and Europe was shipped here for metallurgy purposes, with O’Che one of the participating goldsmiths. Craftsmanship and quality are the cornerstone on which the brand’s reputation has been built. Up to now O’Che is arguably the most dynamic brand in Macau.
“My great-grandfather was an apprentice in a traditional goldsmiths; 150 years ago he set up the first store in Macau to sell and fix gold ornaments for his neighbours,” says Stephen Tse, the Executive Director and fourth generation of O’Che.
Sincerity and continuous innovation is the philosophy of O’Che. During these 150 years, the brand has upheld this faith and concentrates its attention in providing the best products to clients. O’Che still stands out from the fierce competition.
“Macau is a special place where many casinos are assembled,” says Tse. “Therefore, pawnshops and jewellery shops can be seen everywhere. To overcome the strong competition in the Macau jewellery industry, we have to conform to the trend of the times but still need to follow our philosophy at the same time.”
After studying abroad, Tse returned to Macau and started to take charge of the family business. He brings many new ideas and changes to the brand, like establishing sub-brand Ring Master.
“Considering the requirements of different clients, our stores can be classified in three different styles” Tse said. “To serve our old loyal local clients; we have two traditional goldsmiths on the Macau Peninsula. For younger local clients we have one sub-brand selling fashionable jewellery. Countless tourists come from Mainland China in Macau. To serve these clients, O’Che has set up four stores in shopping malls and casinos.”
Today, O’Che has seven stores in Macau. Not only traditional gold ornaments and jewellery from Italy can be found in them but original designed jewellery collections. O’Che’s designs reflect the cultural and aesthetic values of its origins – Macau, where East meet West, inspired by the beauty of Oriental and Roman art. The Abacus Collection is one of the most iconic creations of the brands. Abacus is a very traditional calculation implement widely used in Macau. The exquisite little Abacus is available in rose god, white gold, 18K gold and decorated with diamonds.
Retaining business is harder than winning it, thus O’Che understands the importance of keeping pace with the times. With e-commerce booming, O’Che certainty has its response strategies.
“O’Che will open our online store very soon,” says Tse. “At the same time we also have plans to collaborate with famous Chinese e-commerce company Jingdong.”
In celebration of the 150th anniversary, an array of special events and limited products are to be announced in December. With an eye to the future, the brand wishes to be the representative which fascinates the world with Macau’s culture.
