When Carats are Not Enough

Chow Tai Fook - Asia Premiere Jewelry

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Chow Tai Fook Logo

 Premiere Asian Jewelry

By Gabriele Sportoletti

Many Chinese like to chase deluxe brand name handbags or cars; but when they buy jewelry, feel that “value for money” is more important, and one name is always on their mind:

CTF 2015 official release

The iconic brand Chow Tai Fook has been widely recognized for its trustworthiness and authenticity, and renowned for its product design, quality and value. The acquisition of Hearts On Fire, an internationally acclaimed U.S. luxury diamond brand, in August 2014 has further enhanced the brand's stature as a diamond expert in the industry.

The group boasts an extensive retail network comprised of over 2,330 Chow Tai Fook and Hearts On Fire stores spanning more than 500 cities in Greater China, Singapore, Malaysia, South Korea and the United States. It also has a strong and fast-growing e-tail network through its Chow Tai Fook e-shops and various accounts on other online shopping platforms.

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The Chow Tai Fook Store inCanton Road HK

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The famous 507 karats Diamond called Culling Heritage

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Hong Kong-based jewelry retailer, Chow Tai Fook, unveiled “A Heritage in

  

Chow Tai Fook Milestones

1929

Their origins trace back to 1929, when they started engaging in the jewelry business in the mainland of China. Since then, they have expanded and diversified their business.

1938

They opened their first jewelry point of sale in Macau on Avenida De Almeida Ribeiro.

1939

They opened their first jewelry point of sale in Hong Kong on Queen’s Road Central, Hong Kong.

1956

They launched 999.9 gold jewelry products in Hong Kong and Macau.

1973

Zlotowski's became a related party of their Group.

Zlotowski's Diamond Cutting Works (Proprietary) Ltd. ("Zlotowski's"), is a Diamond Trading Company sightholder in Johannesburg, South Africa, that procures rough diamonds from DTC. Zlotowski's became Chow Tai Fook's subsidiary in 2011.

1988

They strengthened the vertical integration of their business model.

Foshan Yushunfu Jewellery and Diamond Company Limited ("Foshan Yushunfu"), a then related party of the company, opened its first diamond processing and jewelry manufacturing factory in Shunde in 1988, thereby strengthening the vertical integration of the Group's business model. Foshan Yushunfu became a subsidiary in 2011.

1990

A "一口價" "Fixed Price" Policy was implemented, which increased pricing transparency and greatly improved the customer shopping experience as it removed the need for extensive price negotiations, which were customary at that time.

1993

Chow Tai Fook Jewellery Company Limited qualified as a DTC Sightholder, which gave them the right to source rough diamonds from DTC.

1998

The first "周大福" (CHOW TAI FOOK) branded jewelry POS in the mainland of China was opened in Beijing.

2003

The Mainland of China operations were centralized with the establishment of PRC headquarters in Shenzhen.

2008

The group's watch business was expanded to the mainland of China.

2009

They celebrated their 80th anniversary and became a Select Diamantaire of Rio Tinto Diamonds.

2010

The 1,000th jewelry POS was opened in Beijing.

 Zlotowski's purchased the 507 carat Cullinan Heritage rough diamond for 35.3 million USD.

2011

Chow Tai Fook was listed on the main board of the Stock Exchange of Hong Kong.

2012

Chow Tai Fook was selected as a constituent stock of the Hang Seng China 50 Index and Hang Seng Mainland 100 and entered a strategic two-year agreement with Alrosa of Russia for rough diamond supply.

Chinese Approach to Jewelry and Precious Metals

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The spectacular 104-carat diamond was expertly cut and polished by master

Chinese people's relationship with jewelry and precious metals is multi-faceted. They see the purchase of these things as both an investment for the future and with the sentimental attachment that Westerners assign to the pieces as gifts.

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A magnificent Rubin & Diamond Ring

Westerners tend to have a different mentality towards purchasing jewels: a gift needs to bear a consolidated and recognized brand as a guarantee of originality and social status. Bulgari, Tiffany, and Cartier are the most desired jewelry brands because they are a symbol of richness for both the giver and the receiver.

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Amazing Fish Pin in Diamonds and Precious Colored Stones

Chow Tai Fook comes with a seal of genuineness and is economically a good deal, which appeals to the desire of buyers to make an investment. It is not rare for Chinese people to dedicate to gold the same attention we give to it in the western world in terms of personal shelter against economic storms.

Chow Tai Fook Charming Gold documentary.