CEO Bill Hu wants to make his company an 'affordable luxury' brand, offering unique and personalized accessories

Bill Hu is just 28, but he is sort of a pioneer in using three-dimensional printing technology to make custom jewelry in China.

Now CEO of Shanghai Malianghang (Hong Kong) Design Co Ltd, Hu not only possesses a rigorous thinking mode, but also has a perceptual style like artists.

In 2007, he went from his hometown of Shanghai to England to study industrial and product design, but wasn't happy until he earned a master's degree in his dream subjects of art and photography in 2012.

On his return home next year, Hu established Malianghang with an angel investment from his first employer, an apparel company.

Malianghang rolled out its first products last year, and according to Hu, the company has witnessed a monthly sales growth of almost 30 percent since then. It is the first such firm in China to offer 3-D printed jewelry.

In a recent interview with China Daily, Hu spoke about Malianghang and his plans for its future.

Hu said he started the business because he sensed the opportunities brought on by the booming internet market in China, which he called "much more intriguing" than the European market.

Young people in China, he observed, have a unique understanding of their own choices, and their aesthetic tastes are improving.

"In the past, the Chinese people, let's say those born after the 1980s, didn't buy clothes by themselves until they went to college," Hu said.

"But people born after the 1990s, under the influence of internet, are beginning to buy their own clothes at a much earlier age, for example in junior high school, or even in primary school."

Before he decided to pursue custom-made jewelry as his business field, Hu said he considered various options including apparel, shoes and artwork.

His experience in using industrial 3-D printers in the college laboratory made the choice all the more easier.

"The internet offers users a chance to customize exclusive jewelry, and they are willing to participate in the design process," Hu said.

Currently, the company offers products in four categories. Customers can submit designs online and a team of professional designers will bring them to life, using 3-D printing technology. Jewelry and fashion accessories can be made in silver or gold.

The firm's latest product is the "message" line where customers are able to get their messages printed on the jewelry.

The company also notes that its prices range from 218 yuan ($33) to 3,000 yuan.

"I have bought two necklaces from Malianghang," said Zhong Yue, who works for an internet company. "Their products are trendy and affordable."

The company has teamed up with major e-commerce firms like JD.com and Tmall to sell its products online.

However, Malianghang has no immediate plan to launch its own app. It would rather concentrate on better customer experience.

In Hu's eyes, Internet Plus is not simply the establishment of online marketing channels, but the innovation of the company's cultural gene.

He was quick to point out that all of his staff were born after the 1980s, with the oldest person born in 1981.

The ultimate goal of Malianghang, Hu continued, is to build an "affordable luxury" brand which will offer unique personalized accessories for everyday wear.

"This matters not only price, but also an exclusive user experience by means of internet development."

To facilitate that experience, the company has developed a mature online management system.

As for the future plan, Hu predicted that the company would finish A-round financing by the end of this year.

It is also planning to open the first retail store in Shanghai in 2016 and up to 30 nationwide within three years.

"We are setting up these stores so that consumers can feel our products. But the main channel remains online," Hu added. "Through the internet, Malianghang offers the costumers an easy way to express their unique personality, and guides them to think about 'What do I really want? What uniqueness do I want to express? How can I shape it?' "