From raw material procurement to sales, Chow Tai Fook takes great pride in a fully agile business model that is unmatched in the industry. Our management can leverage the high level of responsiveness and agility made possible by this model to continually exceed our customers’ expectations.
Offering a wide array of brands and products for every occasion, Chow Tai Fook has built robust and stable raw material procurement and processing capabilities to ensure that products are crafted on schedule and to perfection.
As one of the largest diamond importers in Mainland China, Chow Tai Fook processed over 270,000 carats of diamonds in FY2018, and over half of polished diamonds are supplied in-house by its state-of-the-art facility in Shunde. Sourced from reputable suppliers such as De Beers, Alrosa and Rio Tinto, all diamonds acquired are in compliance with the Kimberley Process Certification Scheme.
Chow Tai Fook is recognised for its expertise and experience in transforming rough diamonds into brilliant gems. While traditional diamond processing by hand still plays a key role for high-value diamonds in particular, automation improves efficiency and accuracy in diamond cutting and polishing. To this end, Chow Tai Fook is a diamond expert with unparalleled capabilities of possessing hundreds of fully automated polishing machines as well as cutting-edge laser diamond cutting technology.
Chow Tai Fook’s smart production and constant customer-focused innovations in midstream allow customers to enjoy more quality and personalised products and experiences. Leading the way in the Customer-to-Manufactory operational model in the jewellery industry, Chow Tai Fook engages customers at different steps along the supply chain.
And through its online jewellery customisation platform D-ONE, customers can personalise their own jewellery with a few taps on their smartphones. Customers can also choose diamonds and jewellery settings on D-ONE WeChat mini program to expedite production and improve order accuracy. Thanks to Chow Tai Fook’s continual investments in its Automated Logistics and Distribution Centre, finished products can reach customers’ hands in less time.
In an effort to develop the global wholesale jewellery business, the Group established Chow Tai Fook North America (“CTFNA”) business hub in the United States to support the industry in North America. Located in Boston, MA, CTFNA is a leading, single source wholesaler that delivers products, services and know-how, including technology innovation that help drive profitability and strengthen jewellery retail businesses in the North American market. CTFNA is home to diamond jewellery brands, HEARTS ON FIRE, a leading global diamond jewellery brand and MÉMOIRE, which is recognised as offering the best value in classic diamond jewellery essentials. CTFNA also offers customised, specialty collections in the diamond and fine jewellery segments, as well as private label offerings, to address the evolving needs of jewellery consumers.
Chow Tai Fook’s acumen in delivering the seamless customer experience, extensive retail network, and strong omni-channel retailing capabilities have propelled the Group to become one of the largest jewellery retailers in the world. Its continued growth can also be attributed to the successful implementation of a differentiation strategy, with which a diverse product portfolio, services and channels cater to various lifestyles and personalities of different customer segments.
Besides over 3,000 points of sale, many equipped with RFID-enabled Smart Trays to speed up the sales process for enhanced customer experience by collecting big data on customer behaviour, a dedicated Data Intelligence Space has also been established for analytics management, which helps formulate effective business strategies not only in product offerings and in-store displays, but also in inventory planning, as well as staff training and services. Customers who are always on the go can also take advantage of our e-commerce platforms and self-service experience corners to make their purchases around the clock. Chow Tai Fook has come to cater to the value, quality, knowledge and convenience coveted by today’s customers.