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Authenticity and Honesty Set in Stone: Cuiwenge

A walk along the narrow streets at Liulichang Dongjie will likely bring one thought to mind: culture. You see, the streets are lined with cultural shops that have been in this location for hundreds of years.

Here you will find the “four treasures of the Chinese study” (wenfang sibao)—writing and painting brushes, ink sticks, ink slabs and paper for traditional calligraphy and painting—along with antiques, artefacts, and collectibles such as calligraphy, ancient Chinese books, and many other traditional Chinese cultural commodities. Liulichang is a treasure trove for someone beginning to explore the richness that is China.

Among these shops is Cuiwenge, a seal-cutting and sales shop and a Zhonghua Laozihao (China Time Honoured Brand) company that was established in the 1930s. Chinese seals are still used to put a final stamp of approval on an important document or by an artist to stamp a fine painting, attesting to its authenticity. So important are such seals that they are kept under lock and key. The shop’s status in its field was affirmed in 2005 when it was honoured as a Beijing Excellent Featured Shop.

Entering Cuiwenge you will immediately find yourself surrounded by all kinds of seals made from all kinds of materials. Some of the seals are as bright as crystal; some are primitive and simple. There are so many varied and ingenious carvings on the handles of the seals you could spend hours inspecting them. Some of them represent artwork and styles that remain unnamed.

The art of Chinese painting has two very important aspects: calligraphy and seals. Even now, a seal on a painting helps distinguish whether a famous painting is genuine. A seal is the name card of an artist, and they guard them jealously. In fact, some of China’s greatest painters, such as Qi Baishi (1863–1957), were also seal-cutting masters, and they elevated the craft to a special form of art.

Seal-cutting involves an in-depth knowledge of Chinese characters and the skills of a sculptor; it’s another form of Chinese calligraphy that dates from the Warring States Period (475–221 BC); so the products of this era are called “seals of the Warring States Period.” For a long time, seals were made of bronze, jade, gold, animal horns, ivory or crystal; bronze and jade were the most common. In fact, these materials are all very hard to carve by hand. During the early Ming Dynasty (1368–1644), the stone seal was developed. The general availability of suitable stone materials increased the popularity of seals and seal-cutting. Many seal-cutting masters emerged.

Stones used for seal-cutting vary, but as we browse Cuiwenge, we discover that Shoushan stones are the most commonly encountered; they were collected from Shou Shan in Fujian Province. Among all Shoushan stones, Tianhuang stones are considered the most valuable. But Tianhuang stones are rare: their price per unit measure can be as much as ten times more than that of gold in China’s markets. The only pair of Tianhuang Stone seals that can be seen today are retained in the Palace Museum (Forbidden City): they were donated by Cuiwenge.

Other than Tianhuang stones, there are other valuable stones, such as the Qingtian, Changhua Jixie and Balin stones.

Nevertheless, stone-cutters are ubiquitous in China these days, especially around tourist attractions. There are more than 120 companies that make seals in Beijing alone. So what sets Cuiwenge apart from the rest?

Zhang Xing, the manager of Cuiwenge, said the company’s reputation is derived from the “Three Genuine” concept: genuine materials, an honest attitude and the skills of qualified seal-cutting masters. “We clearly explain the value of the materials we use to our customers; our experienced masters cut the seals personally.”

Zhang said he is very proud of Cuiwenge’s master carvers, and it’s no wonder. The carvings on the Monument to the People's Heroes on Tian’anmen Square, a must-see for tourists, were cut by the masters of Cuiwenge. For its establishment, the late Chairman Mao Zedong and Premier Zhou Enlai wrote epitaphs on paper. But determining how to enlarge these characters and yet retain the original stroke style was difficult. Wei Changqing, the founder of Cuiwenge, led his students Xu Ronghuan and Li Wenxin in overcoming the difficulties and helped create a monument for the ages.

Xu Huanrong and Li Wenxin, now 77 and 91, still work for Cuiwenge. Their legacy includes seals made for national leaders at home and abroad. Requests for their seals still flow in from across Asia, because they are so widely respected.

There are three masters in their 50s and 60s working for Cuiwenge today. “They are our treasures now; it may seem to some that they are old: in fact, they are just entering their prime,” said Zhang. “Ninety-five percent of seal making involves handwork and many years’ practice; these masters’ skills are at their peak.”

Some artists are seal-making masters; while others are also painters or calligraphers. They study Chinese characters and calligraphy for many years, making their writing skills even more precious. Many customers came to Cuiwenge in search of other things, such as the calligraphy of these masters. Seal-cutting relies on the materials available to cut them, but sometimes materials are to find. The calligraphy of these masters offers another way for Cuiwenge to do business.

In modern society, the practical use of seals has diminished, especially among the young. Cuiwenge has responded by developing products with modern elements, such as business seals and wedding gifts. “Our new aim is to bring art into people’s lives, making their lives more artful,” Zhang said.

But Zhang said he is committed to the future of seal-cutting: “We are seeking young people who really love this art.”

北京市印章艺术公司翠文阁艺术商店

方寸天地间篆刻出的无限商机

文/赵迪迪 图/周斌

辉煌历史  杰出贡献

北京市印章艺术公司萃文阁艺术商店（以下简称萃文阁）创建于20世纪30年代，现坐落于北京琉璃厂文化东街60号，是一家以专门研究和经营印章材料、提供专业篆刻服务的商店。1955年，萃文阁的创建人魏长青和高徒徐焕荣、李文新将毛泽东和周恩来的亲笔题词成功放大并雕刻于人民英雄纪念碑上，令萃文阁名声大噪。

工作人员采用照相、投影的方法把毛主席和周总理的手书题字放大到七八米长，有的甚至十米长，但还需在六七寸模糊的笔划界线中划出笔道来。大师们凭着深厚的书法功底和对题字的深入领会，完美地完成了放大任务。但雕刻难题也随即而来，在面对花岗岩质地的纪念碑含有大量坚硬的石英和柔软的云母与常石，软硬相交，刻出的线条粗细不等的问题时，两位大师凭借精湛的篆刻功底并借助喷砂法，把题字神采奕奕地再现在碑体上，赢得一致赞誉。

萃文阁为中国的印章行业做出了杰出贡献。上世纪70年代，徐焕荣先生将一对稀有的田黄冻石雕刻成精美印章，并无偿捐赠给故宫博物院收藏。印章雕刻细腻别致、价值连城，被赞称“十全十美图”。此举填补了故宫博物馆缺少近代印章的空白，并为中国保住了珍宝。

萃文阁的大师们还曾为多位国内外领导人刻制印章，包括前苏联领袖斯大林，日本前首相田中角荣、中曾根康弘，英国前首相撒切尔夫人等。作为中国文化使者，萃文阁的大师曾走访欧美及东南亚等地，为中国树立了友爱好客、诚实守信的国际形象，促进了文化交流，弘扬了中国的书法篆刻艺术。

尝试创新  复兴产业

萃文阁现隶属于老字号国有企业北京市印章艺术公司（原北京首都刻字厂），采取坐店经营的模式，店面的二层就是大师们篆刻、加工、习字的地方。上世纪90年代，萃文阁被中国国家商务部命名为“中华老字号”，2005年荣获 “北京市优秀特色商店”荣誉，为萃文阁增添了新的光辉。然而，在市场经济的大环境中，国有体制的束缚仍有影响，萃文阁正在进行产业复兴的尝试。

目前，北京市有合法手续并被批准允许经营印章篆刻业务的企业120家左右，仅琉璃厂一带就有几十家店招揽顾客制作印章。萃文阁逐渐意识到老字号不能抱着“金招牌”停滞不前，而应不断适应市场经济的变化，在保持本色的基础上，坚持创新发展。

萃文阁曾经采取过开拓经营的方式，尝试开设分店。分店走出了琉璃厂，择址到商厦，然而商厦时尚、大众的营销特点与萃文阁的风格格格不入，门可罗雀的结果使萃文阁认识到，离开了传统文化的氛围，萃文阁就如同失去了生存的根基，难以经营发展。怎样把产品推向更广阔的市场，如何让更多的人——尤其是消费水平相对较高的年轻人喜欢上老品牌，成为萃文阁谋求发展的当务之急。

萃文阁经过市场调研、技术考证，提出“古为今用、推陈出新”的创新理念，即以传统技艺为依托、附以现代人的观念、配以现代手段开发新产品。创意推出的“北京风光纪念印章”至今被看作是精品。印章由合金铜浇注而成，以狮子和麒麟模型为印钮，四壁雕刻天坛、前门等北京著名旅游景点，最大的特点在于印章内部含有石料，可由萃文阁的大师们按客人的要求进行艺术加工。此纪念印章一经推出便接到政府机关和团体的大量订购，成为馈赠国内外友人的极佳礼品。

针对高端客户，萃文阁推出了商务印章。商务印章采用光敏技术，不用附带印泥，可盖印上千次，方便携带。客人可选择手签体及个性化图案，经由电脑扫描到印章上，进行刻制。这样刻制出的印章具有很强的惟一性。

针对年轻消费群体，萃文阁推出水晶婚庆对章。印章分两种，一种为内雕，利用激光无损雕刻技术在水晶内部雕刻“天使”形象。另一种为外雕，分别雕刻出“喜”字，两枚印章可拼对在一起，表达了祝福新人婚姻美满幸福的心愿。由于印章原本就是诚信的象征，萃文阁借此赋予婚姻诚实守信的寓意，受到新人的青睐。

萃文阁在产品的形式上成功创新，为客人提供了更多更新和极具文化艺术品位的新品。创意推出的新型印章因其原料不受石料的局限，且造型新颖、独具意义，争取到新客源，并使老字号品牌进入更多百姓人家。

此外，萃文阁丰富了产品，扩展了书法、字画业务。为了将品牌做大做强，萃文阁还采取了输出技术的新经营方式，将技术过硬的篆刻大师派到销售传统篆刻商品的商场进行现场服务及展示，借助文化氛围和商场的人气，宣传自身品牌。

艺强守信  发展根本

萃文阁的定位是“名人、名史、名店”，信守“真人、真品、真技”。70余年的老字号始终屹立于中国篆刻行业前列，并不断推陈出新、业务蒸蒸日上，过硬的技艺和诚实守信的品质是其占领市场、稳固品牌的法宝。

来萃文阁求章的顾客，除了国内的篆刻艺术爱好者外，很多是慕名而来的海外华人及东南亚客人。客人大都因仰慕萃文阁的招牌而来，萃文阁人非常清楚，招牌就是它的软件——大师们的精湛技艺和文化艺术精髓。徐焕荣和李文新先生虽年事已高，仍坚持将高超的技艺、对中国文化深层次的领悟和数十年积累的经验传授给年轻艺术家们，始终是萃文阁的灵魂所在。现在“坐镇”萃文阁的刘铁宝、段京良、邢建邦三位大师都是行内名家，他们的作品广为海内外政要和各界名流及爱好者喜爱并收藏。

如同印章自古就象征着诚信、权威、允诺，萃文阁也信奉“经营惟圆，做人惟方”的经营理念，在经营模式、产品形式上进行创新尝试，但在“出活”时始终恪守诚实守信的原则。印章所用的原料石一律为客人选用的真材实料，在受理业务时绝不信口开河，不承接不能完成的任务，萃文阁坚持以真实的材料、过硬的手艺赢得口碑。

放眼未来  传承文化

萃文阁的八宝印泥、铜印钮、牛角水印已被列入北京市宣武区非物质文化遗产，正在将印章篆刻技艺申报北京市级非物质文化遗产。并正在计划将店面二层改造成为大师们的工作室和展室，工作室采用开放式设计，将印章篆刻、书画绘制过程全透明地呈现给顾客，让更多的人了解中国书法篆刻艺术、吸引爱好者传承民族文化。“老字号”的创新不光发展了自身，更是保护了民族文化瑰宝。

2008年奥运会期间及之后，将会有大量外国友人来到中国，萃文阁将抓住无限商机，在继承传统手工篆刻文化的基础上，创新设计、大胆尝试、古为今用，把中国传统篆刻技艺和书法文化介绍给世界并发扬光大。