Alex's childhood

Alex's favourite pastime as a child was playing in his father's studio. At that young age, Alex could not fully understand his father’s creed of “integrity, honesty, and service,” but nonetheless the things he saw in the studio seemed magical to him. Common materials were made into pretty works of art, the technicians were very careful at every step of the process, his father examined the jewellery very critically, and the customers’ expectations, trust and joy impressed him deeply. As time passed, these impressions crystallised.

Alex's choice

Alex is a third-generation member of the family, since the jewellery business was founded, and his father did not insist that Alex join the family business. Alex has broad interests, and was making achievements on his own in other fields. Naturally gifted, Alex got a master’s degree in computer science from Canada McGill University. But Alex gave up the possible achievements which he might have made in this field, and chose instead to inherit the family business.

Alex has devoted much time and energy to his job. His strong engineering background ensures that he is able to control every step of jewellery processing. Alex does not believe in the blind pursuit of beauty, and instead feels that really good things will always slowly reveal their value. As a senior diamond appraiser with the two major international diamond appraisal bodies (GIA, HRD), Alex focused on use and endurance of the products at the first stage of jewellery design to ensure that every one is of high quality.

Alex and China

Alex found his wife, the love of his life, in China, and he was so excited about the opportunities in China that he wanted to move here and base his business from here.

The name of the domestic brand in China was finally determined to be named after Alex’s great-grandfather, the father of the founder of the company in Canada. For Alex, the establishment of the new brand represented a real sense of inheritance. With the brand of David Seno, Alex not only incorporates his new understanding of jewellery, but also inherits and carries forward his father's business philosophy and technology, making David Seno a very personal brand.

Alex's belief

Young Alex often heard his father say: “Service is about exceeding the customer’s expectations.” It is Alex’s personal and business philosophy always to give his best.

Alex himself always says, “If a thing is worth doing, it is worth doing well.” It is by virtue of Alex’s attitudes and this belief that David Seno has won so much customer recognition, and has become renowned in its field.