Boramsangjo Mines Raw Gems for New 'Living Jewel' Business Amid Market Turmoil

VIEAGEM and PETSVIEA Born from Years of Research
Plans to Integrate with the Group's Core Businesses

"Through five new business sectors?pets, biogenic jewelry, green bio, MICE, and silver care?we will realize total life care for our customers," said Chairman Choi Cheol-hong at the beginning of this year, outlining the future growth blueprint for Boram Group. Amid increased market dynamism due to attempts like Woongjin Group's acquisition of Freed Life, Boram Sangjo is quietly strengthening the foundation of the new businesses envisioned by Chairman Choi.

At the center of this is the 'biogenic jewelry' business, which Chairman Choi has reportedly been preparing for over 15 years. The strategy aims to open a new horizon in memorial and commemorative culture by targeting not only bereaved families but also soon-to-be-married couples and "petfam" who regard their pets as family.

According to Boram Sangjo on the 25th, biogenic jewelry is customized artificial jewelry made by extracting biological elements from the deceased or pets, such as hair, nails, or ashes. The brands include 'VIEAGEM' for humans and 'PETSVIEA' for pets.

Chairman Choi Cheol-hong of Boram Group and the bio-jewel brand Viagem. Provided by Boram Group

This business started from Chairman Choi's vision. Believing that "there is a need for a way to continuously memorialize the deceased," he established the group affiliate Via Life Sciences in 2007. After more than 15 years of research and development (R&D), 'VIEAGEM' was launched in August 2023. In the same month, the pet funeral product 'SkyPet' was introduced, and by November, 'PETSVIEA' was commercialized. During this process, numerous patents related to biological element extraction and manufacturing technologies were also secured.

The reason Boram Sangjo is focusing on biogenic jewelry lies in a strategic decision to secure market leadership. They aim to establish a unique position by concentrating on an area that other competitors have not attempted. In particular, biogenic jewelry is said to have high business expansion potential as it can respond to various commemorative demands beyond simple memorials, such as birth and marriage. Chairman Choi emphasized, "We must create synergy through the linkage of new businesses and achieve a smooth market entry."

Recently, Boram Sangjo has been expanding distribution channels by linking biogenic jewelry with other core businesses. At the '3rd Wedding Invitation Exhibition' held this month at the Ulsan Boram Convention Special Hall, a special event was held where couples who signed wedding packages received a custom-made 'VIEAGEM Wedding Ring' crafted from the biological elements of the bride and groom. Last month, the premium pet store 'Dopner' located in Cheongdam-dong, Gangnam-gu, Seoul, launched 'PETSVIEA Edge,' the upper brand of PETSVIEA, accelerating the expansion of offline distribution networks.

A Boram Group official said, "Although the concept of biogenic jewelry may be somewhat unfamiliar, we will actively pioneer the biogenic jewelry market because it can be utilized in various businesses within Boram Sangjo and the group companies."

This content was produced with the assistance of AI translation services.