FEATURE STORY
In a pioneering collaboration with Shaanxi History Museum and Northwestern Polytechnical University, the latest pieces in the HUÁ Collection are inspired by traditional gold crafting techniques, from carving to beadwork, as well as patterns that evoke the splendour of the Tang Dynasty.
Other pieces perfectly capture the beauty of art from the Dunhuang Caves, transforming it into breathtaking design elements. Bold patterns are painted on pure gold using gold casting and enamelling techniques, and are heated under high temperatures to create an extraordinary gem-like lustre and texture.
In addition to offline exhibitions, we made use of our social media platforms for online promotion, reaching over 12 million people during the year.
We do not just create beautiful jewellery; we also highlight its exceptional qualities with immersive exhibitions and public showcases. In September 2023, we kicked off a global diamond campaign that featured a series of exhibitions and showcases, aiming to raise awareness of our gem-set jewellery, including the newly released Chow Tai Fook Dancing Lily Collection.
In FY2024, we presented the “Beyond Time” natural diamond exhibition at Tai Kwun in Hong Kong, the Phoenix Centre in Beijing and the historic Somekh Building in Shanghai, taking participants on a dreamlike journey through the unparalleled beauty of diamonds. It featured immersive art installations and vibrant diamond art pieces, giving participants a multisensory experience that allowed them to fully appreciate the unique allure of the stones. Apart from physical exhibitions, we promoted the campaign online, reaching over 35 million people.
Chow Tai Fook is deeply committed to preserving and promoting traditional Chinese craftsmanship and cultural heritage, our craftsmen recognise the importance of mentoring young talents who will carry this exquisite craftsmanship forward. Our mentorship programme invites experienced craftsmen to pass on their experience, a blend of innovation and new techniques with traditional skills, to the next generation, perpetuating their legacy.