An interview with exquisite fine jeweller Fei Liu, tells us the personal journey of how the CEO and creator of Fei Liu Fine Jewellery came to accumulate customers from the royal family, craft beautiful, one-of-a-kind jewellery pieces and pave his own way to success. Birmingham holds a treasured individual with an exquisitely authentic mind for bespoke gemstones and jewellery. Likewise, an admirable and determined man.

At the aspiring age of 23, Fei Liu moved to Birmingham, England to be the first mainland Chinese student to attend the prestigious Birmingham Jewellery School. This is where he studied Silversmithing and Jewellery Design – and where his passion for the industry began to shine.

Fei Liu established Fei Liu Fine Jewellery at the age of 31. In the meantime, he upheld a high position, as Head of Design, at Firmin and Son Ltd; Firmin House. A historic English company; established over 300 years ago (1655).

I, myself, met Fei in an interview for a Digital Marketing position at Fei Liu Fine Jewellery. A humbling and positive person to be around. Now working at The Inclusion Post, I had the opportunity to interview Fei and ask him about his business endeavours and memorable experiences, as CEO of Fei Liu Fine Jewellery.


“What inspires you to create jewellery? What is your process of inspiration and creation?”

Fei expressed that his inspirations stemmed from his everyday life. “As soon as I open my eyes in the morning, the things around me start to give me stimulation. They continue to encourage me to magically see or feel, or to be able to create certain forms and shapes […] Inspiration exists everywhere, anytime.”

The way Fei talks about his work is artistically inspiring; – especially for those who are now in the same position Fei was at 23. Liu has a certain flair about him that simply eradicates adversity. Nevertheless, he too has faced challenges. I asked Fei; –


“Describe your most challenging time in your career, and how you overcame it?”

“Challenges exist everyday, through design blockage, [within the company and even] political.” Upon creating a tiara, worth £3.5 million, Fei had the difficulty of combining his Chinese background/heritage (eastern design) with more nationally accepted ideas and designs (western design).

The first challenge he experienced was working with a high street retailer designing cufflinks, ties and scarfs. He completed his design collection, after 2 months, and was “hoping the owner would be so impressed, saying ‘well done’ – but actually that didn’t happen”.

Despite the upset, Fei then spent the whole weekend interviewing customers; asking what they bought and doing market research. If this isn’t dedication, I don’t know what is. He then had his second meeting with the owner and sold 2000 pieces.

This anecdote showcases Fei’s drive and dedication to succeed – attributes, we at The Inclusion Post, strive to publicise and inspire others with. “The way to deal with challenges and difficulty is to not be afraid of [them]. Face the problem and calmly think of strategy [to] solve [it].”

We aim to inspire minority ethnic groups to follow suit. To remain dedicated to your goals; big or small. Despite being in a questionable society full of evident injustice, inequality and inequity.

The entirety of ‘Our Stories’ is to not only celebrate and represent those a part of our demographic and symbolism. Celebrating those of diversity and who, of which, have worked hard for their position and individuality. It’s also to leave significant messages from inspirational individuals across the nation – like Fei. Moreover, for the next generation.

This brings us to another relative question…


“Have you ever faced any unethical [somewhat political] challenges in your career – if so, how did you deal with it?”

I asked Fei about the possible adversity he may have faced during his career; whilst being a mainland Chinese businessman in England. There has been ongoing debate about England (United Kingdom) being considered a generalised racist country.

Bloomberg Opinion asks, Is Britain Really the World’s Least Racist Country? Theresa Raphael, with Bloomberg, states “The U.K.’s racism review contains more value than many critics acknowledge, but overall it offers too many excuses and too few answers.” Despite this clashing debate Fei humbly answered,

“No. I have never had any pressure from these elements. I have always been well respected, encouraged and given authority to be spontaneous. I am very blessed. We are all individual, we should all have our voice. That’s the beauty of freedom; it doesn’t matter whether you are the mainstream or minority you should have the right to let your voice be heard, to demonstrate your talent. That’s the most important thing.”

Fei Liu feels extremely blessed to have had the necessary support from his past and present peers. Showing the delightful capability of a positive and inclusive working environment. Evidently this positive inclusivity has influenced others’ attitude. After conversing with Fei, and his press team, I have been left feeling pleasantly welcomed. His answer humbled me greatly. Liu also took this as an opportunity to not only share memorable encouragement, but to also thank a special someone;

“So many people have offered me their kindness, encouragement, and inspiration. I would like to say there is [one] woman; Maria Hanson. Who is a very known silversmith in Europe. She was my teacher; she changed my life. [She] taught me the meaning of design; encouraged me to be who I am and chase my dream. She said to always do something new, different, special and something meaningful. This [has become] my bible when it comes to my design.”

Fei Liu expresses deep gratitude for those who have supported him throughout his career. Something we, at The Inclusion Post, commend greatly. We support the humble and grateful attitude of public figures; those who use their position, not only for business, but to make a positive example of themselves.


“[How did you publicise your company], how did you get your company out there?”

“I have been very fortunate; – where my audience includes Prince Charles and Prince Michael of Kent. Also, stars like Amanda Holden etc.

It’s about trying my best to understand what they are looking for. [Whether I] will be able to deliver [and] satisfy a celebrity. We have to have a clear vision of how we will make the individual shine; and somehow transform their understanding of value, of the visual. Only when we have proper communication between the creator and consumer – is where we can create longevity. Some marketing methods are only going to live shortly. Especially, [it seems] with digital marketing. It is so fast-paced and a piece of information may only be there for three months, [or other].

[In my field of work] as a designer, we have to be innovative. We have to be creative. Which means we have to constantly challenge ourselves. Always give something new, different, special and beautiful (not only to the press, but to our audience [as a whole]). [We have to] constantly communicate with them; encourage them to [understand new ideas and pitch well].

[A] wonderful thing about being British – on this tiny island, people are encouraged to be spontaneous and to be creative.”

Thus, people admire and gravitate towards bold innovation and design. From Fei’s perspective we are an inclusive country, despite debate. For as long as we have positive individuals like Fei Liu, we will be making progress as a country and a nation. His morale, in business, is not only inclusive but driven and aspirational. His attitude and personality remains humble whilst holding a medley of achievements and awards to his name, and company. Awards such as;

The British Jewellers’ Association Awards (before 2012).

Designer of the Year and Best Online Designer with Harper’s Bazaar China (2012 and 2018).

Brand of the Year Finalist in the UK Jewellery Awards (2015, 2016).

Collection and Designer of the Year Finalist with the Professional Jeweller Awards (2019).

Last but not least, Most Personal Creative Jewellery Company with the Global Excellence Awards (2020).

I was interested in Fei’s most successful and/or proud moment within his career. His first milestone achievement was in 2000; being the first Chinese man to win a prestigious national award. In 2001, he went on to win an award presented in Switzerland – representing the UK.

It seems Fei was born to be successful, but most definitely not disregarding his hard work, courage to stand out and remaining proudly authentic. I feel he successfully married Eastern and Western design, along with brilliantly representing his heritage and present nationality.

Perhaps, somewhat, the epitome of positive inclusivity and an example of the impact such inclusivity can have. He has kicked aside adversity, ignored all stereotypes and included himself.


“Culturally, has anything from your past made it to the forefront of your jewellery; has your culture/ background impacted your craft?”

Whilst Fei is exceptionally proud to represent the UK, and be British, I asked him about his cultural inspirations. This being Chinese culture.

“Being the minority in society is not a bad thing; because being special, being individual is a minority [in itself]. Only we can cleverly utilise the minority, which can be a very powerful tool.”

When talking about being part of the minority Lui expressed that “it can be an advantage – it depends how you look at it, but I am very proud to be part of the minority. [It is] because of the individuals in minorities, that Britain [is] a wonderful country; [being] from all different cultures, beliefs, religion, history etc.”

Liu has had the opportunity to work with proud British CEO Mr Paul Smith. He deeply admires Paul Smith as a creative. Relatively, Fei explained Paul’s work in transforming the minority into the mainstream, in the late 80’s; – More specially, Smith’s design ideas and innovations. “It wasn’t widely accepted by the mainstream audience. [However], throughout time Paul has very smartly transformed his subculture [and] minority into the mainstream.”

Liu has built relationships with a variety of designers; one being the very famous Calvin Klein. On a first name basis; – Fei explained how “Calvin” brought sex appeal into the industry of design. He admired his bravery and his drive to break the confinement of professional creativity and design and make it personal; intimate.

Perhaps a memorable anecdote for those as part of a niche community, business or enterprise.

I believe that Fei and his story will encourage people in the same way that, perhaps, Paul Smith inspired Fei. Even if you are someone who does not work in the creative industry, I think there is some inspiration all of us can take away from Fei and his approach to his business, work and life. He has shown that no matter where you’re from or where you live, with the right mindset you can achieve your own version of success.

“The way to deal with challenges and difficulty is not to be afraid of it, face the problem, and calmly think of a strategy of how you are able to solve the problem. If there is a problem, guaranteed there is a solution. And if there is no solution, let it be.” – Fei Liu.