One of the fastest growing online sectors is the luxury jewellery market, and one of the most interesting Hong Kong businesses catering to it is Rue Gembon. The brainchild of Joyce, it was launched in 2013 and quickly gained a name as a place to head for statement pieces big on the fashion factor. Five years on and Joyce isn’t stopping. Rue Gembon has caught the eye of everyone from Vogue to Olivia Palermo, its annual flash sales are secret sensations, and Joyce could well be one of the city’s most glamorously clad online entrepreneurs.