Chow Tai Fook debuts luxury home line to elevate everyday living

Chow Tai Fook Jewellery Group has launched a new luxury home-décor line, “Chow Tai Fook Home”, representing a significant strategic extension of Chow Tai Fook Jewellery into elevated everyday living.

The unveiling, ahead of the grand opening of the group’s first global flagship store on Canton Road, Tsim Sha Tsui, in mid-May, marks a milestone in the brand’s transformation journey. These dual launches deepen the group’s commitment to enriching customer engagement and extending its relevance to a broader spectrum of discerning consumers worldwide.

Chow Tai Fook Home represents a significant strategic extension of Chow Tai Fook Jewellery into elevated everyday living. As the first global Chinese luxury group to enter the luxury home category, the group is bringing its mastery of fine craftsmanship to objects designed to enrich home décor.

To mark the opening , Chow Tai Fook Home has collaborated with the French porcelain brand Bernardaud to launch a tableware collection. Featuring Rouge and Ginkgo, the collection brings together world-class artisanal traditions with a contemporary design language. This expansion reinforces the Group’s positioning in the global luxury landscape, while integrating the brand more deeply into customers’ daily lives.

Don’t miss: Chow Tai Fook launches first flagship on Canton Road

The Group’s first global flagship store, which soft-launched in February, occupies a prime location on Canton Road, Tsim Sha Tsui, Hong Kong’s iconic luxury destination. Conceived as the "Home of Chow Tai Fook", the concept frames the brand’s history and craft as the point of origin for the store. With the space harmonising the brand’s signature ‘Chow Tai Fook Timeless Red’ with the warmth of natural wood, it creates an ambience that is refined and welcoming. 

At the threshold of the store, a Heritage Pavilion chronicles the brand’s journey since its founding in 1929, celebrating Chow Tai Fook Jewellery’s pioneering role in the industry and its dedication to preserving ancient gold crafting traditions – including chasing and filigree – developed in collaboration with leading cultural and academic institutions.

Commanding over the entrance is the brand’s signature Gold Ginkgo Tree, which stands 2.1 metres tall and 2.3 metres wide. It is adorned with approximately 3,500 pure gold leaves and weighs around 40 kilograms. It was handcrafted by nearly 50 master craftsmen over close to 60,000 hours and was completed in 2016. According to the brand, the gingko tree endures through the ages as a symbol of resilience, grace and blessing. For nearly a century, Chow Tai Fook Jewellery has embodied the same spirit – constantly evolving, yet rooted in its craft.

Beyond the Heritage Pavilion, the flagship store is divided into zones to present the Group’s collections, including CTF Rouge, CTF Joie, Chow Tai Fook Palace Museum and HUÁ Collections, organised to reflect different tastes and occasions. At the centre of the store, an interactive personalisation experience called “Charm Your Path” makes its Hong Kong debut. It uses the Myers-Briggs Type Indicator (MBTI) personality types alongside Chinese zodiac symbolism, astrological meaning and personal style preferences to allow customers to create bespoke charm bracelets. The store also features High Jewellery and HEARTS ON FIRE collections, a dedicated bridal zone, and a private VIP zone.

Sonia Cheng, vice chairman of Chow Tai Fook Jewellery Group, said: “The opening of our global flagship store and the debut of Chow Tai Fook Home mark a defining moment in our brand’s ongoing transformation. For nearly a century, Chow Tai Fook Jewellery has been a custodian of exceptional Chinese craftsmanship, and Chow Tai Fook Home represents a natural evolution of that heritage – bringing our artistry into the everyday lives of our customers. By entering the home-décor category, we are broadening the meaning of Chow Tai Fook and reinforcing our stature as a leader in the global luxury market.”

MARKETING-INTERACTIVE has reached out to Chow Tai Fook for more information.

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