* The name Ly Nha Ky now stands for diamond and jewelries. Could you share about what motivate you to choose this particular market for your brand?

 Ly Nha Ky: Lynk Group was first founded in July 2007 with purposes in real estate consultation, property investment and management, large-scale project management, film investment, jewelries and fashion retailing, and charity investment. Not until 2010, we began to shift our focus into the diamond and luxurious jewelries business, with ambition to be the sole distributor internationally for many of Viet Nam most prestigious brands.

 * To be honest and objective here, Viet Nam is very much still a developing country. Our GDP per capita is not that impressive while diamond is a luxurious product. Do you think it is too risky to venture into this business?

 Ly Nha Ky: I find much joy in overcoming challenges, like a carp desiring to turn into dragon and cross over that heavenly gate, swimming against the current. And to me the harder the challenges, the better the prize.  I have to say I am quite stubborn (smile). When I see a challenge, I also see what could be waiting for me at the end. My step into the diamond business as well as the right to be the sole distributor for my luxurious Vietnamese brands were my way of swimming against the current

 As a passionate fan of beauty, a dedicated admirer to diamond and it's worth, a keen businesswoman, and of course as a woman, I think I am the best example for knowing what the ladies want (smile). We, woman, love out accessories. We many not wear make up all the time, but we cannot leave the house without one single piece of accessories.

 I am confident about this market in Viet Nam, as it is fresh and widely open for me. If I don't make my move now, it will gradually reach equilibrium point and we could loose our market, this potential market to foreign company. Only the ones with great visions, who don't hesitate to make move even before the trend

 * When starting in a completely new section of business like that, what obstacles were hard for you to overcome?

 Many Vietnamese people is used to the common ways when buying jewelries, they always want high resale value therefore traditional retailers are preferred. They usually forgot the first and foremost quality of a piece of art, which lies in the design itself.

 Tradition customers usually buy a piece to make statements of wealth rather than to enjoy the quality in design. On the other hand, the modern world has considered much value on the design as well as the story behind any pieces of jewelries.

 After 10 years developing my business, I am absolutely happy to see my customer getting used to our business style, our services, and enjoy the true qualities of jewelries. They are to complement and to complete one’s look rather than just a embodiment of money. Many of our customers have decided to stay loyal to Lynk and never seek for any other brands and that just make me feel all my hard work has been returned in the most wonderful way (laugh).

 * Has the process of making distributing partnership as well as negotiating ever left you with any memorable stories?

 When first venturing in the deluxe business, I was only 29, too young comparing to many others investors. At that time, I constantly had to be in Europe mostly France, Italy, and Switzerland to make partnership. I remember one time I was waiting for a partner’s meeting, sitting at the front desk for the longest time. It was so long that I thought they must have neglected me. Finally the secretary showed up and asked me why my boss took so long to be here. She was completely shocked when I told her, “I am the president of Lynk Group.” Traditionally in the world of jewelries, there are only large cooperation with years of experiences and immense financial power, inheritance is also a popular practice, and the company is passed down generations to generations. I was a surprise to them being the president of a brand new distributor at such a young age. It turned out they were waiting also because they thought the actual boss hasn't showed up yet.