JEWELLERY CUSTOMISATION: ENGAGING CUSTOMERS FROM DESIGN TO MANUFACTURING
Given the increasing needs for customised jewellery products and exclusive experience nowadays, Chow Tai Fook thrives on developing its Consumer to Manufactory (C2M) business model, providing customers what they want in less time. Our digital jewellery customisation platform, offers customers an exclusive and unique experience in creating their own jewellery by choosing the diamonds and settings according to their own preferences. Empowered by our highly automated production line and digitalised supply chain, we not only deliver simple designs through an express 24-hour customisation service, but also more sophisticated personalisation that provides greater design flexibility. Some of these products can be completed in 10 days, which is half the production time from before.
We keep enriching the customisation options of this platform, such as introducing more diamond options from HEARTS ON FIRE and FOREVERMARK. We have also added a private customisation service, named “T MARK PRIVATE”, on our digital jewellery customisation platform in Mainland China. This exclusive feature is offered with limited availability, allowing customers to personalise the serial numbers on their T MARK diamonds for a unique meaning.
By leveraging IoT technologies, this platform redefines the connection between bespoke jewellery manufacturer and consumers, and enables us to realise ultra-fast customisation, practice stringent quality control and be able to respond to market changes swiftly.
