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Founder — John Yu
Founder & CEO | GIA Diamond Graduate (2005)
Two generations before him: from Jinguashi to the diamond trade
John Yu's family story begins in 1937 at Jinguashi. His grandfather served as a foreman at the Jinguashi gold mine — one of East Asia's most storied mines — for 27 years starting in 1937. His father spent 35 years as a diamond wholesaler from 1981, building a direct-to-source supply chain. Growing up among precious metals and diamonds, quality was never a slogan for this family — it was daily work.
The third generation: GIA Diamond Graduate
In 2005, John Yu earned his GIA Diamond Graduate credential from the Gemological Institute of America in the United States, bringing internationally recognised gemological expertise to two generations of family experience. He still personally selects stones today: every natural diamond comes with a GIA certificate and every lab-grown diamond with an IGI certificate — two internationally recognised grading systems that keep quality fully transparent. With a three-generation direct supply chain and no middlemen, ALUXE turns 89 years of expertise into verifiable quality at honest prices.
1937 Heritage Beginnings
89 Yrs Industry Expertise
250K+ Couples Served
19 Boutiques Across Asia
A friend's wedding gave birth to ALUXE
That same year, 2005, a close friend of John's was getting married and asked him to help choose the ring. Drawing on his family's three-generation supply chain and his newly earned GIA training, he found his friend the right ring — and that experience gave birth to ALUXE: a place where every couple is treated like a friend, finding their destined ring through expertise and transparency. ALUXE has since served more than 250,000 couples, with 19 boutiques across Taiwan, Hong Kong and Singapore.
