Birth of
ARETE was born from love — a love that rekindled the light in my life.
In 2024, when I was searching for a token of love for my lover, she asked me,
“Why not design it yourself?”
That simple question sparked an eighty-day storm of inspiration. I filled countless pages with thousands of jewelry sketches, pouring my heart into every line.
In the following year, I brought those ideas to life at Alchimia, where I studied the art of jewelry making and turned imagination into craft.
ARETE was born after this journey — a name drawn from ancient Greek, meaning excellence, virtue, and the full realization of one’s essence.
To create beauty with soul.
To shape symbols of love, longing, and transformation.
To honor the hands that mine the earth, and the hearts that question the stars.
Li Zhiyong 李智勇
2005–2008: Self-taught in animation; created the short film Kung Fu Bunny, which gained widespread online acclaim and won numerous awards.
2007–Present: Professor of Animation at the Communication University of China.
2012: Founded JJJOY Animation Studios; developed the Kungfu Bunny（功夫兔与菜包狗）animated series, which has garnered nearly 10 billion online views and won dozens of awards, including:
Audience Award at the Annecy International Animation Film FestivalGolden Award for Best Series at the Tehran International Animation Festival
China Culture and Art Government Award
2020: Began exploring wood carving.
2024: Undertook an 80-day intensive creative journey in jewelry design.
2024: Founded the virtual band Imagine Bunny（幻想邦尼）, Released conceptual albums such as Broken, Cocoon, and Galaxy Past.
2025: Completed a 7-week intensive course at Alchimia Contemporary Jewelry School in Florence.
2025: Established independent jewelry brand ARETE .