The development of jewelry and antique industry are the index of economy for one country. The consumption of jewelry and antiques happens while citizens are live well and the economic is prosperity. The artistic value of jewelry and antiques is the most significant for cultural inheritance. This study based on the complex business model of We Lead Limited company and their 30-years’ experience. Constructing a system analysis through by interview and literature review to analysis: (a) the customs’ buying motivation; (b) the decision process of consuming behavior and the impact factor; (c) how to keep the relationship or connection with customs; (d) explore new business model for jewelry and antique industry. Wish this study could create a sustainable business model and build a blue ocean market then become a high value and happiness industries.