Chow Tai Fook Jewellery Group is undergoing a major brand transformation project centred on refreshing its omni-channels, launching a commemorative collection and advancing its sustainability journey as part of the group’s 95^th anniversary this year.

“In the face of rapidly evolving customer preferences, our strategy at Chow Tai Fook Jewellery Group is not just to adapt, but to lead. As we celebrate our 95^th anniversary, we are embarking on a transformative journey that will redefine our brand. We aim to harmonise traditional craftsmanship with contemporary innovation to create a brand that resonates with the aspirations of our consumers,” remarked Sonia Cheng, vice-chairman of Chow Tai Fook Jewellery Group. 

Customer experience

Over the next five years, all Chow Tai Fook Jewellery stores will undergo a strategic refurbishment, culminating in the celebration of the group’s 100^th anniversary in 2029.

Enhancing customer experience is further embodied in the planned launch of two stores with a new image in Central, Hong Kong, and East Nanjing Road in Shanghai. The store in Central with a refreshed image, will open in the third quarter of 2024 and occupy 2,880 square feet of prime retail space on Queen’s Road Central. Meanwhile, the new shop in Shanghai will be the group's first flagship store in China, spanning approximately 8,600 square feet over five stories and is expected to be revealed in early 2025. 

Chow Tai Fook Jewellery Group is also unveiling a new consumer-facing logo representing its enduring legacy in a modern and dynamic way alongside new group and brand websites.

Commemorative collection 

The group is likewise introducing the Chow Tai Fook Rouge Collection inspired by the passionate hues of red and the auspicious symbol of good fortune in the Chinese language.

The Rouge Collection blends innovation and heritage with timeless designs that feature natural diamonds with a touch of red.

The motif also pays homage to the architectural beauty of Chinese windowsills, which further enriches the collection’s deep sense of cultural authenticity. It also showcases the brand’s commitment to advancing modern jewellery aesthetics to global audiences. 

Sustainability 

In September 2024, Chow Tai Fook Jewellery Group will unveil is sustainability targets and outline a roadmap to contribute positively to the environment and the communities in which it operates.

The group’s sustainability strategy is built upon initiatives such as enhancing circularity, reducing emissions, safeguarding biodiversity, ensuring the traceability of raw materials, enhancing employee and community well-being, and leading the jewellery industry towards sustainable practices.

Gold demand

Meanwhile, Chow Tai Fook Jewellery Group reported a 12.4 per cent growth in sales during its fourth fiscal quarter, driven by festivities-led demand for gold jewellery, especially from China, as well as steady influx of tourists into Hong Kong. 

Based on the company’s key operational data for the three months ended March 31, 2024, group sales to China rose 12.4 per cent while those to Hong Kong, Macau and other markets were up 12.8 per cent. China accounts for 88.6 per cent of its business.

“China, Hong Kong and Macau benefitted from strong festive demand during the fourth quarter of 2024,” the group noted. 

In China, a “stronger-than-expected” demand for gold jewellery during the Lunar New Year, combined with annual sale promotions and the launch of dragon-inspired jewellery products, fuelled quarterly revenues.

“RSV (retail sales value) of franchised Chow Tai Fook Jewellery stores in China also posted robust 18.3 per cent growth during the quarter, a testament to positive impact from ramp up in store productivity, quality store opening over the past 12 months and an optimised portfolio of strong-performing stores,” the company said.

Meanwhile, continued recovery of inbound tourism coupled with positive consumer sentiment during the Lunar New Year holiday supported business in Hong Kong, Macau and other markets. 

Sales of gold jewellery and products were up 3.4 per cent and 16.6 per cent in China; and Hong Kong and Macau, respectively, revealed the company.