PRECIOUS Matters

Meet Chow Tai Fook Jewellery’s Vice-chairman Sonia Cheng, who is perpetuating heritage and Chinese craftsmanship as pillars of the almost century-old jewellery brand for the next generation.

- PAULINE BORGONO

Established in 1929, Chow Tai Fook Jewellery celebrates its 95th anniversary this year, sailing through the changing tides of time with resilience and renown. After nearly a century's evolution, the brand is a widely recognised, reputable and cherished household name that embodies Hong Kong's jewellery legacy.

L'OFFICIEL: As Vice-chairman, what do you credit for Chow Tai Fook's enduring success?

SONIA CHENG: Chow Tai Fook's success hinges on customer trust. For 95 years, families have adorned themselves with our jewellery, making it a symbol of connection and tradition. This legacy goes hand-in-hand with exceptional craftsmanship and expertise that is fundamental to our success, courtesy of the Chow Tai Fook Master Studio with over 400 artisans at the forefront of innovative concepts. We were the first to introduce the "Fixed Price" policy for gold jewellery in Hong Kong and Macau. Ultimately, as a leading jewellery brand, we strive to be a trusted lifetime partner for every generation.

L'OFFICIEL: How is the brand leveraging its 95th-anniversary milestone for the present and future?

SONIA CHENG: ENG: With a strong presence in nearly 8,000 stores across the world, we're setting our sights on the ASEAN market.

Beyond physical expansion, we're focused on reorientating our brand image with new collections, the transmission of know-how, and addressing the needs and preferences of the next generation, infused with a global point of view. We've also modernised the brand logo and revisited our brand identity with the CTF Rouge Collection, a symbolic and contemporary take on the Chinese character for fortune () and the colour red, reflecting our commitment to Chinese cultural heritage to commemorate our 95th anniversary.