Abstract: The growing course of jewellery business in China is analyzed and classified into three periods: beginning period, flourishing period and eliminating period. In order to lead jewellery companies to success and sustainable development in intensely competitive market, it is necessary for them to possess the following qualities: (1)having deep respect and love for the business; (2)sticking up for prestige; (3)innovating sense and capability; (4) encouraging mechanism and team corporation; (5) the ability of operating capital and arranging resources and (6) skills of relationship sales.