July 11th 2015, Shanghai – SmileyWorld announced a unique ‘travel themed’ collaboration with CHJ Jewellery, a Chinese jewellery brand famous for its superior quality, creative innovation, and exquisite craftsmanship.

The product launch took place at the Shanghai New World Damairu Department Store where representatives from both brands presented the collection and introduced the seven day ‘SmileyWorld Island’ theme exhibition open to the public.


The event was a great success and included a series of interesting interactive activities. Travel writer Ms Maggie Chen shared with the guests her personal travel stories and travel writing experiences, whilst models throughout the venue showcased the collection and also wore product from the latest SmileyWorld collection, whilst guests had photo opportunities with Smiley’s world famous flags to remember this event that attracted a large crowd of local hipsters. The evening included some exciting Smiley themed food and drinks that included; delicious dessert cups and summer drinks all featuring the collaboration logo, as well as goodie bags to take home ensuring that ‘SmileyWorld Island’ was the freshest summer party of the season!


The precious Smiley charm collection is inspired by worldwide signature elements from China, US, UK, France, Thailand, Egypt, and Japan. Each piece is unique within itself and consists of very original gold ornaments and rich colours fully reflecting the free, romantic, and mysterious features of the different countries.  The smiley emoticon faces also represent the joys of travelling and all of the beautiful memories that come with it.


The CHJ x SmileyWorld 
Traveller Themed collection is on display at the ‘SmileyWorld Island’ theme exhibition – held from July 11
th – 17th on the ground floor of the Shanghai New World Daimaru Department Store. Don’t miss it!