Sonia Cheng at the helm of Chow Tai Fook Jewellery
Meet Chow Tai Fook Jewellery’s Vice-chairman Sonia Cheng who is perpetuating heritage and Chinese craftsmanship as pillars of the almost century-old jewellery brand for the next generation.
Established in 1929, Chow Tai Fook Jewellery celebrates its 95th anniversary this year, sailing through the changing tides of time with resilience and renown. After nearly a century’s evolution, the brand is a widely recognised, reputable and cherished household name that embodies Hong Kong’s jewellery legacy.
L’OFFICIEL: As Vice-chairman, what do you credit for Chow Tai Fook’s enduring success?
SONIA CHENG: Chow Tai Fook’s success hinges on customer trust. For 95 years, families have adorned themselves with our jewellery, making it a symbol of connection and tradition. This legacy goes hand-in-hand with exceptional craftsmanship and expertise that is fundamental to our success, courtesy of the Chow Tai Fook Master Studio with over 400 artisans at the forefront of innovative concepts. We were the first to introduce the “Fixed Price” policy for gold jewellery in Hong Kong and Macau. Ultimately, as a leading jewellery brand, we strive to be a trusted lifetime partner for every generation.
L’OFFICIEL: How is the brand leveraging its 95th-anniversary milestone for the present and future?
SONIA CHENG: With a strong presence in nearly 8,000 stores across the world, we’re setting our sights on the ASEAN market. Beyond physical expansion, we’re focused on reorientating our brand image with new collections, the transmission of know-how, and addressing the needs and preferences of the next generation, infused with a global point of view. We’ve also modernised the brand logo and revisited our brand identity with the CTF Rouge Collection, a symbolic and contemporary take on the Chinese character for fortune (福) and the colour red, reflecting our commitment to Chinese cultural heritage to commemorate our 95th anniversary. Along with a revamped brand website launched in April this year, we will be unveiling a refreshed Hong Kong store in Q3 2024 and a five-storey Shanghai flagship in 2025 to create a remarkable retail experience for our customers. The evolving logo is emblematic of the Chow Tai Fook’s brand transformation journey, bridging tradition and legacy with a vision to connect with new generations of customers.
L’OFFICIEL: What lies behind the success of the brand’s vertically integrated model, from sourcing gems to showcasing them in stores, that serves both its products and consumers? And how will it navigate transformation in a technological revolution era, coming from an industry that emphasises tradition and craftsmanship?
SONIA CHENG: We excel in supply chain efficiency and leverage valuable data from our nearly 8,000 stores. By closely monitoring market trends and customer preferences, we swiftly adapt our production to meet demand. In addition to in-store data, we harness insights from social networks to anticipate and create designs that resonate with our target audience, particularly the younger generations. We make use of technology, such as AI, to understand and predict customer habits; to optimise supply chains, product delivery and turnover; and to innovate techniques in our production and know-how.
L’OFFICIEL: How does Chow Tai Fook preserve the spirit of craftsmanship and how important is this artisanal spirit in the building of a century-old jewellery brand?
SONIA CHENG: Quality and craftsmanship have always been the cornerstone of the brand. Our over 400-strong atelier of artisans are masters of their crafts and they are nurturing new talents by passing on their skills. We also collaborate with the renowned Chinese University of Hong Kong to preserve ancient Chinese techniques in gold craftsmanship. This commitment to artisanal craftsmanship and knowledge transfer ensures that our brand legacy endures.
L’OFFICIEL: According to the 2023 Jewellery Consumer Trends Report published by the brand website, young people are emerging as the force in gold and jewellery consumption. What is your perspective on this transformation and how has this trend influenced your product design and style?
SONIA CHENG: The study we conducted in 2023 revealed that the majority of our consumers are interested in jewellery celebrating Chinese cultural identity and heritage. This insight fuels our success as the first leading jewellery brand offering such popular collections to young Chinese generations. Our best-selling HUÁ Collection, inspired by Chinese dynasties, exemplifies this trend. Collaborations with museums and universities further solidify the connection to tradition. Beyond the aesthetics and ability to wear a piece of history in their own way, Gen Zers appreciate the enduring value of gold and our contemporary designs that integrate the precious material into everyday wear. This explains why many CTF members buying the HUÁ Collection were under 35. This is a growing trend, especially in China, hence, the importance of immersing customers in our jewellery universe on social media and in physical stores.
L’OFFICIEL: What underscores the brand’s strategy of designing and creating diamond jewellery for the Asian market?
SONIA CHENG: Being the largest diamond importer in China, we are the first Chinese jewellery brand to become a De Beers Sightholder since 1973. Our craftsmanship standards and diamond quality are excellent, catering to consumers with a preference for high-quality natural diamonds from a trusted jeweller like us.
L’OFFICIEL: What are your plans to innovate and expand as a creative, influential and socially responsible company with a household name?
SONIA CHENG: From my grandfather’s time, we have been at the forefront of establishing industry standards, from our business model to techniques. Sustainability, environmental impact and being a purpose-driven company are embedded in our development strategies for the future, which include passing down and preserving our craftsmanship and heritage. We adhere to global ESG standards, and in 2016, we founded the T•MARK brand with our proprietary nano-inscription technology that has revolutionised the ability to track and authenticate our customers’ diamond jewellery. All diamonds acquired by Chow Tai Fook Jewellery comply with the Kimberley Process Certification Scheme, fulfilling our part in eliminating conflict diamond trade.
