Company Information

Company Information
Brand Objectives
MaBelle was the first retail chain in Hong Kong to offer customers fixed-price, "value-for-money" diamond jewellery. MaBelle has spent many years trying to innovate and provide customers with a unique shopping experience. The first MaBelle shop was established in 1993 and since then, MaBelle has grown to more than fifty retail shops in Hong Kong and forty shops in Mainland China now. Having owned one of the most extensive retail networks, MaBelle is the market leader in fashion diamond jewellery retail business in Hong Kong. In 2012, MaBelle proudly presented, the “Free Professional Ear Piercing” as its latest service to add to the unique shopping experience for its customers.

MaBelle takes the advantages of our mother company, the Lee Heng Diamond Group. From purchasing quality diamonds and jewellery design and inlay, to shop display and after sales service, the Group takes care of the whole jewellery manufacture and retail process, so that MaBelle understands every step of creating a piece of diamond jewellery well. MaBelle is the leader in the market as we handle every detail in the procedure seriously and carefully. Furthermore, MaBelle keenly made a breakthrough on its brand image. From store image to advertising, MaBelle shows its uniqueness from others, displaying a special image to our consumers.

 

MaBelle is the first diamond jewellery chain store in Hong Kong which marked prices clearly. We also innovated a novel line of popularity and trendiness for the industry. We display diamond jewellery in open showcases so that customers can purchase a variety of diamond jewellery in a relaxed and comfortable environment. Besides, we bring up the idea of “value-for-money” diamond jewellery. “Value-for-money” means reasonable prices, good quality, wide variety, the most convenient network of diamond jewellery store in Hong Kong, the best service and the pioneering 14-day money-back guarantee that MaBelle offers. These factors all work together to instill confidence in our customers.

Diamonds represent strength, eternity and immortality. MaBelle’s determination to provide excellent service is consistent with our five corporate beliefs: “Win-win-win”, “Integrity”, “Being proactive”, “Encouraging Talent” and “Innovation”.

  • Win-win-win: A successful corporate achieves a “win-win-win” situation: we actively seek an outcome in which our customers, staff, and shareholders all win.
  • Integrity: We provide our customers with “value-for-money” diamond jewellery with excellent quality.
  • Being proactive: Our customers always come first, and this is why we always seek for improvements on operation and service in order to serve our customers better.
  • Encouraging Talent: We emphasize on individualization and breed talents with all-rounded training so that the staff can develop their skills and grow as much as they can.
  • Innovation: We understand the trend and innovate unique and worthwhile products, leading the trend of diamond jewellery.

With years of effort, MaBelle has attained wide recognition among the public.

 
 
  • 1940s
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    1949

    MaBelle’s parent company, Lee Heng Diamond Group, was founded.

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    1970s
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    1977

    Lee Heng Diamond Company Limited was established, engaging in import and wholesale of diamonds. The Company purchases high quality gems and diamonds from all over the world and distributes them to markets in Asia.

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    1990s
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    1993

    Ma Belle Jewellery Company Limited was established, drawing the attention of customers with our carefree shopping environment. We also made diamond jewellery trendy and popular, establishing an important milestone for the business development of the Group while turning a new page for the Hong Kong diamond jewellery retail market.

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    1999

    adopted an advanced inventory management system to maintain and analyze stock and data.

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    2000s
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    2001

    The first mainland store was opened in Shanghai, bringing consumers in China the most stylish fashion diamond jewellery.

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    2001

    Diamond Jewellery Design Competitions

    The designs of MaBelle’s diamond jewellery have obtained numerous awards within the industry: The Fireworks Collection won the bronze prize in the necklace section of “The 4th Buyers’ Favorite Diamond Jewellery Design Competition” from the Hong Kong Jewellery Manufacturers’ Association. The Soap Bubbles Collection won the merit prize in the earring section of “The 5th Buyers’ Favorite Diamond Jewellery Design Competition” from the Hong Kong Jewellery Manufacturers’ Association.

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    2002

    Total Quality Service Regime

    The MTR Property Management has launched the “Total Quality Service Regime” in its shopping centers, namely Telford Plaza, Maritime Square, Paradise Mall and Luk Yeung Galleria, since 2002. The Regime is to praise the shops with excellent service. MaBelle has been the winner for 3 consecutive years, showing our “Customer First” service attitude.

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    2004

    The Best Employer of the Year 2004

    In the Employer of the Year Award organized by JobsDB.com, MaBelle won “The Best Employer of the Year” Award and “The Employer of the Year Award in Trading / Distribution / Retail Services”. This shows that among the 9 major elements of the best employer (career development, remuneration and benefits, company ethics, receptiveness to employee’s concerns, job security, appraisal system, overall communications, working environment, clarity and consistency of policies), MaBelle has outstanding performance.

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    2005

    Superbrands 2005

    MaBelle received the “Superbrands” Award from “Superbrands”, an international independent arbiter on branding. It shows that the market share, qualifications, goodwill, loyalty from customers and recognition in the overall market of MaBelle supersede others.

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    2006

    MaBelle exclusively introduced the renowned branded diamond, The Leo Diamond®, from USA. The patented 82-facet The Leo Diamond® has been proven to be visibly brighter than the general round diamonds and hence is deeply welcomed by our customers.

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    2009

    MaBelle eShop, the online information platform of MaBelle, was launched. It provides the most detailed knowledge and information of diamond jewellery. Users can obtain the news of our stores, product information and the latest promotions from this website.

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    2009

    The Hong Kong Merchants of Integrity Award

    In “The 6th Hong Kong & Macau Merchants of Integrity Award” organized by Guang Zhou Daily, MaBelle obtained the award in the jewellery industry, showing that MaBelle is widely recognized by the industry and the public. The activity is very popular and concerned by everywhere in China. That year, 100,000 mainland citizens from the Pearl River Delta and other provinces voted in the event. Therefore, the result has high recognition, giving a positive response to MaBelle, which is providing best quality products and service with integrity service.

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    2010s
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    2011

    Celebrating our 18th anniversary, MaBelle now has a global perspective in bringing customer all over the world the finest, most stylish and fashionable jewellery.

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    2011

    Caring Company

    MaBelle has been a Caring Company for 5 consecutive years. The “Joint Community and Fund-raising Programme” co-organized with Tung Wah Group of Hospitals even becomes the sharing reference of the “Seminar of Inter-Industry Cooperation Strategy” It shows our proactiveness in participating in community services.

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    2011

    HKMA/TVB Awards for Marketing Excellence 2011

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    2012

    「U Choice Life Brands 2012」


    MaBelle was voted the favourite brand in this category by the public at Metro Radio’s website...

     
  •  

    2012

    Prestigious Corporate Brand Awards 2012


    MaBelle was awarded the “Prestigious Corporate Brand Awards 2012” in recognition of our continuous effort on brand building and also reflects our global corporate image featuring integrity and excellence...

     
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    2012

    Hong Kong Top 10 .hk Website Competition 2012


    MaBelle eShop was awarded Bronze Prize of the “Commercial” Category in the Hong Kong Top 10 .hk Website Competition 2012. The finalists were selected from an online voting which was open to the public, and the ranking was decided by a panel of professional judges after a presentation by the MaBelle eShop team. It proves that MaBelle.hk is designed, developed and operated from the perspective of our customers as we aim to provide a comprehensive jewellery and gift shopping experience online...

     
  •  

    2013

    Hong Kong Top 10 .hk Website Competition 2013


    MaBelle eShop was awarded Silver Prize of the “Commercial” Category in the Hong Kong Top 10 .hk Website Competition 2013. The finalists were selected from an online voting which was open to the public, and the ranking was decided by a panel of professional judges after a presentation by the MaBelle eShop team. It proves that MaBelle.hk is designed, developed and operated from the perspective of our customers as we aim to provide a comprehensive jewellery and gift shopping experience online...

     
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    2014

    "Parents" Favourite Baby Accessory Brand


    MaBelle eShop was awarded “MyBB Parents’ Favourite Brands 2013-14 (Hong Kong Region) – Parents’ Favourite Baby Accessory Brand”. The winner was selected from an online voting which was open to the public. Our MaBelle eShop exclusive BB collections offer three unique advantages: “Innovative materials that prevent allergies”, “Exquisitely designed and safe to wear” and “A thoughtful and adorable gift set”, making them the best gifts for baby showers and birthdays...

     
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    2014

    “Best . hk Website Awards 2014” – Commercial Stream (Corporate Group)


    MaBelle eShop was awarded Silver Prize of the “Commercial” Stream (Corporate Group) in the “Best .hk Website Awards” organized by the Hong Kong Internet Registration Corporation Limited (HKIRC). The finalists were selected from an online voting which was open to the public, and the ranking was decided by a panel of professional judges after a presentation by the MaBelle eShop team. It proves that MaBelle.hk is designed, developed and operated from the perspective of our customers as we aim to provide a comprehensive jewellery and gift shopping experience online...

     
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    2015

    “Natural Diamond Quality Assurance” Mark (NDQA) scheme


    All participants in the “Natural Diamond Quality Assurance” Mark (NDQA) scheme agree to be bound by the Diamond Federation of Hong Kong, China (DFHK)’s Integrity Pledge and all relevant laws and regulations. Merchants’ integrity is also demonstrated by a full disclosure of diamond information and a pledge to sell natural diamonds. As one of the participants of this scheme, MaBelle is recognized to provide products of high quality, giving consumers confidence in buying diamonds and ensuring customer rights and interests...

     
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    2015

    MyBB Parents’ Favourite Brands 2014-15


    MaBelle eShop was awarded “MyBB Parents’ Favourite Brands 2014-15” – “Parents’ Favourite Baby Accessory/Clothing Brand”. The winner was selected from an online voting which was open to the public. Our MaBelle eShop exclusive BB collections offer three unique advantages, making them the best gifts for baby showers and birthdays...

     
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