As part of its brand transformation and our global vision, Chow Tai Fook Jewellery unveiled its inaugural High Jewellery Collection, “Timeless Harmony”, in Hangzhou this June. The High Jewellery Collection aspires to redefine a landscape long dominated by Western brands through designs inspired by Chinese cultural aesthetics. Following its successful debut, the Collection was showcased at the Mandarin Oriental Qianmen, Beijing, during the Chow Tai Fook Heaven & Earth Jewellery Cultural Showroom event on 24 September, where Fei Cui and Chinese craftsmanship were promoted through a series of curated experiences, including private viewings and esteemed cultural forum. The event shed spotlight on the profound cultural value of Fei Cui, with the “Heaven and Earth” Collection taking the centre stage. The Collection exquisitely marries premium Fei Cui with pure natural diamonds, creating a harmonious blend of Chinese aesthetics and contemporary design.

According to the 2024 China Jewellery Industry Development Report, the jade jewellery market in China was approximately RMB 98 billion in 2024. On the consumption front, the 2024 China Jadeite Industry Development White Paper highlighted that Fei Cui jewellery is driving high-quality spending amongst the post-90s generation. In the first quarter of FY2026 (April to June 2025), Chow Tai Fook Jewellery recorded nearly a double in sales for its Fei Cui products, underscoring Fei Cui’s growing appeal for its aesthetic, cultural and investment value.

In the 2003 edition of the Chinese National Standard Gems — Nomenclature, “Fei Cui” (翡翠) was officially adopted as the English name for jadeite. From both a technical and practical point of view, Fei Cui is a mineral aggregate made up mainly of jadeite, omphacite, or kosmochlor — either on their own or in combination — sometimes with small amounts of other minerals. Because of its complex mineral composition, non-destructive testing cannot always pin down the exact propositions, which makes naming samples a real challenge. That is why the use of Fei Cui as an international name carries important scientific, market and cultural significance.

Mr Kent Wong, Managing Director of Chow Tai Fook Jewellery Group and board member of CIBJO, remarked that although the Fei Cui market is vast in scale, its growth momentum has long been constrained by the lack of unified naming and standards. Driving the standardisation and internationalisation of Fei Cui holds the key to enhancing market transparency, regulation, and fair trade. With the rise of Guochao (national trend) in recent years, Fei Cui, with its rich cultural heritage and historical significance, is increasingly resonating with discerning high-end consumers, particularly seasoned collectors who appreciate jewellery culture, as well as individuals, both in China and abroad, who are passionate about Chinese culture.

In 2024, The World Jewellery Confederation (CIBJO) established an expert group to initiate the drafting of the Jade and Fei Cui Guide. During its congress that year, CIBJO for the first time advocated to leading international jewellery institutions and the public for the adoption of "Fei Cui" as the international standard name for jadeite. Currently, Chinese and Western experts have reached a preliminary consensus on the terminology and definition of Fei Cui. The next step is to promote the standardisation of testing methodologies for Fei Cui.

Ms Su Jun, Director of the Technology and R&D Department (Standardization Department) at China’s National Gems & Gemstone Testing Company (NGTC), who also participated in the expert group's work, stated that China possesses a substantial foundation in scientific research and standardisation related to Fei Cui. China released the national standard Fei Cui Grading in 2009. She emphasised that Fei Cui, whether in terms of its material properties, craftsmanship, or cultural value, far exceeds the complexity of any single-mineral gemstone and therefore requires a dedicated evaluation system to reflect its comprehensive worth.  Leveraging China’s industrial base as a major consumer and processor of Fei Cui, she expressed confidence that collaborative efforts from all sectors of the industry to advance international standardisation will enhance global understanding and appreciation of the beauty of Fei Cui and Yu, as well as the profound cultural heritage and charm of Chinese Yu culture.

Chow Tai Fook Jewellery has actively participated in the CIBJO Fei Cui Working Group to accelerate the progress. Moving forward, the Group will remain steadfast in its commitment to fostering the healthy, regulated and international development of the Fei Cui industry, while continuing to craft jewellery legends through the lens of Oriental aesthetics.

In addition to the high jewellery collection featuring Fei Cui, Chow Tai Fook Jewellery has introduced several collections that incorporate Fei Cui into jewellery designs, including IP collaborations with streetwear brand CLOT and The Palace Museum, as well as its CTF Joie and HUÁ Collections. Through these collections, the Group aspires to promote Fei Cui culture to a broader global audience while exploring new growth opportunities.