A piece of jewellery is often more than just a product. For many, it could be a very precious heirloom that is passed down from one generation to another. Our customers have high expectations for the quality of our products and services and we ensure that all the jewellery purchased by our customers is sourced, produced, and sold in a sustainable and responsible manner.
We launched a traceable diamond brand T MARK in 2016, which extended diamond authentication by pioneering our revolutionary “4Ts” concept (Traceable, Transparent, Truthful and Thoughtful). “Traceable” is reflected by the diamond’s inscription of a “T” mark and a set of very tiny serial numbers using patented nano-inscription technology, which reveal the unique information on the stone’s production journey starting with sourcing. The diamond is “Transparent”, which enables customers to access the history of each diamond, hence adding value to the diamond. The “Truthful” concept safeguards the diamond’s credibility and integrity as the unique code and “T” mark can only be seen with the 150X Chow Tai Fook Diamond Viewer. Finally, the T MARK is “Thoughtful” by ensuring the diamonds are natural, conflict-free and fully comply with the Kimberley Process Certification Scheme (“Kimberley Process”) from sourcing, production, setting to sale.
To offer additional assurance on the quality of a T MARK diamond, we have been collaborating with GIA since 2018 by using blockchain technology to provide digital diamond grading reports. Through the technology, the diamond grading results recorded on the blockchain are immutable, permanent and unchangeable, ensuring the authenticity and security of the data. Customers can also instantly access the diamond grading reports on a mobile app. We will also collaborate with key insurance providers to provide customers with a value-added protection on selective T MARK diamond products in FY2020. These initiatives further earn our customers’ trust, as well as set a new standard for the industry.