On July 1, Guangzhou's Beijing Road welcomed renewed vitality with the grand opening of Diyifu (第一福) Jewelry's flagship store by Guangzhou Light Industry Group's Daxin Company. During its trial operation, daily foot traffic exceeded 10,000 visitors, establishing it as a new landmark in Yuexiu District.
As Guangdong's largest standalone jewelry retailer, the 1,100㎡ space blends Lingnan cultural motifs—including classic willow-leaf patterns, traditional arched roofs, and stained-glass windows—with modern aesthetics. An elegant pink-gold palette creates a sophisticated ambiance that merges Eastern elegance with contemporary style.
The store pioneers a "culture + commerce + technology" model, transforming intangible heritage crafts like traditional goldsmithing from museum exhibits into experiential consumer scenarios.
The ground-floor retail area showcases over 10,000 pieces of jewelry that integrate Lingnan culture and modern design, such as the Lingnan Zen Series (inspired by classical aesthetics), the Lingnan Window Series (featuring stained-glass artistry), and the Feather-Inlaid Gold Series (highlighting intangible heritage techniques). The second floor houses a Lingnan Heritage Gallery exhibiting masterpieces of core Lingnan crafts. At the Gold Craft Workshop, customers can experience heritage techniques like engraving and filigree.
Functional zones—including craft experience areas, VIP lounges, and gold recycling services—enable a full "purchase-appreciate-learn-enjoy" journey.
Reporter: Huang Chuxuan
Photo: Guangzhou Light Industry Group
Editor: Wei Shen, James, Shen He
