Timeless Treasures
Renowned jeweller Chow Tai Fook presents a new diamond campaign and collection in celebration of its 94-year legacy
The journey of this leading jeweller unfolds like a love story, beginning with a fascination with the diamond’s shine and a dream to unlock all its intricacies. Building upon this vision, Chow Tai Fook proudly takes a conscientious approach to its work. Directly procuring natural roughs that meet international standards ensures that each diamond’s supply is responsibly mined, sustainable and of high quality. Through this, it has successfully carved its place as a house of stone in the jewellery world—a collector of earth’s rare treasures and a creator of mesmerising works of art.
What more fitting way to honour its storied heritage than embracing a theme as enduring as love? The brand’s latest diamond campaign, Beyond Time, celebrates the timeless jewel through a series of heartwarming narratives. Marked by Chow Tai Fook’s signature red colour, the four videos explore the motif in its distinct and beautiful forms: self-love, friendship, family and romance. These stories about the cherished bonds of modern-day life reflect the essence of Chow Tai Fook’s diamonds, exalting the connections that illuminate our lives.
The same theme takes centre stage in its prelude to the campaign: a jewellery selection inspired by the delicate form of the lily-of-the-valley flower. Made with 18c white gold and intricate polishing techniques, the “Dancing Lily” Collection immortalises the splendour of its floral muse and encapsulates the profound essence of love and relationships. It features vibrant clusters of diamonds, meticulously arranged and iridescent. Each iteration symbolises purity and happiness as a blessing of lasting love, making it a precious gift for loved ones on special occasions.
Indeed, through its latest campaign and collection, Chow Tai Fook reinforces one of its strongest beliefs: that each diamond is a unique treasure of the earth and that it should be given meaning by representing the bonds close to people’s hearts. Much like the love they represent and the perennial allure of its resplendent jewels, this house of stone’s creations are genuinely bound to last beyond time.
Visit the Chow Tai Fook boutiques at The Shoppes at Solaire Resort, Entertainment City, 1 Aseana Avenue Parañaque City, Manila and at NUSTAR Resort and Casino, Cebu City. Learn more on chowtaifook.com.