95 Years of Chow Tai Fook Jewellery Group – Bringing the Exquisite Beauty of Chinese Jewellery to the World

Since embarking on the new chapter of Chow Tai Fook Jewellery Group this April, we have been dedicated to further elevating our brand and expanding our business horizons. I am thrilled to share that the progress we have achieved has been remarkable, with key moments already reshaping our legacy and propelling us towards sharing the exquisite beauty of Chinese jewellery with the world, creating a global brand that seamlessly blends our timeless craftsmanship with innovative spirit.

Strategy and Vision

Our strategic brand transformation is guided by our commitment to unveiling the exquisite beauty of Chinese jewellery to the world, and we infuse traditional elements into contemporary design while offering consumers a distinctive and culturally enriched experience. This vision has been the driving force behind our recent initiatives and partnerships, shaping the future direction of Chow Tai Fook Jewellery Group.

Flagship Store Opening in the heart of Hong Kong

In September we unveiled a groundbreaking new concept store in Central, Hong Kong, representing a pivotal step in our brand’s continuous development. It stands as a showcase of our brand’s refreshed image, vitality, and innovative spirit. With the iconic Pantone color “Chow Tai Fook Timeless Red” as the store’s signature color, the palette reflects our brand’s heritage.

Celebrating Chinese history and design, the new concept store is a testament to our brand’s rich heritage as we commemorate our 95th anniversary this year. This space showcases Chinese culture and exquisite craftsmanship, honoring Chow Tai Fook Jewellery Group’s deeply rooted values and stands as a reflection of our dedication to innovation and growth, as we transform and elevate the retail experience for the next generation of customers.

I am excited to share that this space is just the beginning. With our upcoming five-story Shanghai flagship store in 2025 and the reimagined retail spaces of approximately 7,500 stores on the horizon, we are building out our commitment to share Chinese culture and craftsmanship with the wider world audience, brick by brick.

At the same time, I have shared that HEARTS ON FIRE, a brand under Chow Tai Fook Jewellery Group, has also embarked on a timely brand relaunch of its own as the Group undergoes transformation. Alongside our flagship concept store in Central, HEARTS ON FIRE has opened its first boutique, themed around the concept of "home," with the entire space curated akin to the private residence of a worldly curator, reflecting an intimate interior design. Over the next two years, we plan to expand this unique retail concept to other major cities worldwide, extending the fresh narrative of its brand evolution.

Museum Partnership and Cultural Showcase

In line with our goals to deliver Chow Tai Fook Jewellery’s heritage and Chinese culture to a wider community, I am thrilled to share that just this month, we have signed a collaboration agreement with the renowned Hong Kong Palace Museum, marking the launch of the “Chinese Gold Craftsmanship Heritage Education Programme”. This partnership aims to showcase the outstanding artistic and technical achievements of Chinese goldsmithing over a five-year Programme until 2029.

The main objective of this programme is to enhance recognition of the development, history, artistic features, and cultural significance of Chinese gold craftsmanship among the younger generation. By fostering understanding and appreciation for this gold artistry, we hope to play a role in preserving and promoting cultural heritage. Through activities like masterclasses, goldsmithing workshops, Mainland China study tours, and educational materials, the programme will engage participants, in particular the younger generation, in exploring the rich tradition of Chinese gold craftsmanship, emphasizing the fusion of tradition and innovation in jewellery-making.

In addition, our collaboration in creating the Chow Tai Fook Palace Museum Collection with the Palace Museum in Beijing, launched in August, reflects our shared dedication to initiatives that celebrate and preserve Chinese traditions. These partnerships allow us to integrate cultural elements into our jewellery collections, providing consumers with a deeper connection to China’s vibrant heritage and culture through exquisite jewellery for daily wear.

By focusing on the most important aspects of the rich history and craftmanship of Chinese gold making, and showcasing innovative and fashionable designs, we can serve both our loyal customers and attract younger audiences. Presenting cultural treasures in an accessible way allows customers to appreciate and discover cultural traditions as they select these valued gifts that they can treasure for years to come.

Looking Ahead

At the heart of our brand’s transformative undertaking is a steadfast commitment to our valued customers and our continual focus in executing the five strategic priorities to strengthen long-term competitiveness and sustain our market leadership.

As we celebrate our 95th anniversary, we will continue paving the way with innovative new designs and gold technologies, a revitalized retail presence, and an elevated customer experience for the modern consumer. Together, we will foster greater cultural exchange of our Chinese heritage by sharing and extending its appreciation globally. Our customers’ unwavering trust and loyalty over the years have been integral to our brand’s drive for innovation, and as we enter our next chapter, we will continue to deepen these connections, nurturing relationships that span generations and creating unforgettable moments of joy and beauty.