Chow Tai Fook set to rejuvenate its brand

Overhaul of stores, along with new logo and website, are aimed at driving growth

Chow Tai Fook Jewellery Group has unveiled a plan to rejuvenate its nearly 100-year-old brand, renovate thousands of stores on the mainland and in Hong Kong, and strengthen online sales to raise its game amid headwinds.

The Hong Kong-listed jewellery chain yesterday revealed an ambition to transform its operations in the next five years to “set the course of the group’s future” and drive growth.

Group vice-chairwoman Sonia Cheng Chi-man said the upgrades, for which the cost has not been disclosed, would set the stage for the company’s centenary celebrations in 2029.

“In the face of rapidly evolving consumer preferences, our strategy at Chow Tai Fook Jewellery is not just to adapt, but to lead,” she said. “We are paving the way towards our centennial by sculpting our legacy into a beacon of modern jewellery and cultural resonance, ensuring every piece that we craft is as timeless as the heritage we carry forward.”

The introduction of a revamped logo and website will be among the changes and the group’s almost 8,000 mainland, Hong Kong and Macau stores will be renovated to showcase the new brand identity.

The brand’s 2,800 sq ft store on Queen’s Road Central will finish its makeover by the third quarter.

A five-storey shop spanning 8,600 sq ft on East Nanjing Road in Shanghai is expected to be unveiled early next year as the group’s main mainland store.

Fresh features will be added to Chow Tai Fook’s website with planned improvements to the online shopping experience.

The group said the new design would combine its history with a “forward-looking” identity, but maintain classic and timeless elements.

Conroy Cheng Chi-heng, the company’s vice-chairman and a cousin of Sonia Cheng, said a focal point of the transformation was the retention of a high standard of craftsmanship, one of its main assets.

“We make sure our jewellery appeals to our customers’ modern tastes while staying true to our roots,” he said.

Hong Kong Jewellery Manufacturers’ Association honorary chairman Benny Do Yuen-ling said Chow Tai Fook’s decision to evolve its business strategy made sense.

“The market has changed drastically over the years. The spending patterns and appetite of consumers are no longer the same as before,” he said.