Ms Almon Au Yeung, Managing Director

“Jia,” a Chinese word that means “family,” aptly describes the boutique kitchen design company in Causeway Bay. A Hong Kong company that does business in China and Macau as well as Hong Kong, Jia International is headed by the creative Managing Director Almon Au Yeung, who prefers kitchen designs that are modern and sleek with a warm homey feeling, that are also well-lit and well-suited to any style of cooking.

She said that she likes to put into a kitchen design only what is really needed and necessary, but she takes the individual circumstances of each customer into account when designing a kitchen. If the space is small, she comes up with creative ways to make all of the space usable and fit all the appliances by using clever layouts that might extend the kitchen space outside the room. “Hong Kong is a crowded place,” she points out, “and it takes a particular talent to make a kitchen fully functional and yet attractive.”

“That’s the advantage of Jia; we rely on designing a kitchen for its particular space that suits the customer’s needs,” she explained.

Au Yeung said that the current economic climate is a good time for the company to make plans for new developments and research new kitchen designs. “We can revitalise ourselves, increase our value and improve our after-service for customers. We have more time for customer contacts and we will solve the small problems that may appear in any custom installation,” she said.

The company targets mid-to-upper range customers, with larger houses and flats and who wish to have their dream kitchen installed. Since the majority of the appliances are imported from Europe, the customers often have Western-sized flats or homes. Recently, however, Au Yeung has found that China is producing higher quality products that she can integrate with the foreign ones.

With her newfound extra time, Au Yeung is not relaxing but working hard to develop the Jia brand name and market the image and expansion of the company to the higher-end flats and homes market in China and Macau. Part of the expansion plan is to attract more work from property developers who are installing kitchens as they build the units, to attract more of the wholesale market. Jia also designs show flats and houses to help luxury developments with sales, attracting buyers by showing them what is possible with the space available.

She sees a trend for the company to work with international interior designers who are creating the high-end layouts for kitchens by giving them advice and guidelines on what’s available and what’s the latest fashion.

“We will be able to concentrate more on growth and product evaluations than we could during the first three quarters of 2008,” she said. “Now we can catch our breath and figure out ways to improve our designs, installations and service. We are working on more innovative ideas and designs, and are sourcing new accessories. We always feature the top range of products available, and we are concentrating more on better lighting, a new type of LED kit for shelves and under cabinets, to help the cook find the necessary implements quickly and easily.”

Because Jia can source its kitchen components from OEM manufacturers across Europe, who supply the same OEM products to other major kitchen brands, it can offer products that are excellent in value and equal in high quality for her customers. In parallel, sourcing from China also reduces the delivery lead-time and costs. “We can source cabinet doors, handles, special panels, and accessory items from China and European countries to suit our customers’ needs and requirements, and we always maintain top product quality that is essential to remain attractive and competitive in the high-end market,” she explained.

In addition, the company is very environmentally conscious and tries to obtain more environmentally friendly paint and varnishes, plus wood and other renewables from countries that have similar views towards renewable resources and sustainability. “We rely on our suppliers to help us make kitchens safer, healthier, and sustainable,” she said.

Finding the right craftsmen to carry out the installation work is a constant search, and Jia works with the installers to get things right. Although Jia is competing with other top kitchen brands, Au Yeung feels that her workmen and the after-service provided will keep the company thriving. Although the economy may be slowing down, Jia has enjoyed several years of strong growth, so she does not mind a slower period to evaluate and plan for the better future.
- Bonnie E Engel

PHILOSOPHY
Jia’s company philosophy is to make the kitchen the heart of the home. Its importance cannot be underestimated as the centre of family activities, and it has both practical and aesthetic functions. The well-designed kitchen can improve quality time by being efficient and easy to clean. Jia works with a network of interior designers and architects to create beautiful and functional kitchens. Jia’s future strategy is to continue to develop the brand, plan more innovative designs and source new materials that are environmentally friendly

FAST FACTS
• Jia International was established in 1999
• Eight full-time consultants and designers
• Clients in Hong Kong, Macau and China
• Installation by highly trained craftsmen
• Major products sourced from Europe
• Since 2003, some accessories sourced from China
• Designers keep up with market trends and seek ways to utilise space for maximum efficiency
• Awards for its craftsmanship, service and entrepreneurial flair