Chow Tai Fook drives jade internationalisation with high jewellery collection

As part of its brand transformation and global vision, Hong Kong-based Chow Tai Fook Jewellery has unveiled its inaugural high jewellery collection, “Timeless Harmony”, in Hangzhou to promote the internationalisation of jade (fei cui). The collection aspires to redefine a landscape long dominated by Western brands through designs inspired by Chinese cultural aesthetics.

Following its successful debut, the collection was showcased at the Mandarin Oriental Qianmen, Beijing, during the Chow Tai Fook Heaven & Earth Jewellery Cultural Showroom event on 24 September, where fei cui and Chinese craftsmanship were promoted through a series of curated experiences, including private viewings and esteemed cultural forum.

The event shed spotlight on the profound cultural value of fei cui, with the “Heaven and Earth” collection taking the centre stage. The collection exquisitely marries premium fei cui with pure natural diamonds, creating a harmonious blend of Chinese aesthetics and contemporary design.

According to the 2024 China Jewellery Industry Development Report, the jade jewellery market in China was approximately RMB 98 billion in 2024. On the consumption front, the 2024 China Jadeite Industry Development White Paper highlighted that fei cui jewellery is driving high-quality spending amongst the post-90s generation.

From both a technical and practical point of view, fei cui is a mineral aggregate made up mainly of jadeite, omphacite, or kosmochlor — either on their own or in combination — sometimes with small amounts of other minerals. Because of its complex mineral composition, non-destructive testing cannot always pin down the exact propositions, which makes naming samples a real challenge. That is why the use of fei cui as an international name carries important scientific, market and cultural significance.

Kent Wong, managing director of Chow Tai Fook Jewellery Group and board member of CIBJO, remarked that although the Fei Cui market is vast in scale, its growth momentum has long been constrained by the lack of unified naming and standards. Driving the standardisation and internationalisation of Fei Cui holds the key to enhancing market transparency, regulation, and fair trade.

"With the rise of Guochao (national trend) in recent years, fei cui, with its rich cultural heritage and historical significance, is increasingly resonating with discerning high-end consumers, particularly seasoned collectors who appreciate jewellery culture, as well as individuals, both in China and abroad, who are passionate about Chinese culture," he added.

Su Jun, director of the technology and R&D department (standardisation department) at China’s National Gems & Gemstone Testing Company (NGTC), who also participated in the expert group's work, stated that China possesses a substantial foundation in scientific research and standardisation related to fei cui.

She emphasised that fei cui, whether in terms of its material properties, craftsmanship, or cultural value, far exceeds the complexity of any single-mineral gemstone and therefore requires a dedicated evaluation system to reflect its comprehensive worth. Leveraging China’s industrial base as a major consumer and processor of fei cui, she expressed confidence that collaborative efforts from all sectors of the industry to advance international standardisation will enhance global understanding and appreciation of the beauty of fei cui and yu (玉), as well as the profound cultural heritage and charm of Chinese yu culture.

Moving forward, the group will remain steadfast in its commitment to fostering the healthy, regulated and international development of the fei cui industry, while continuing to craft jewellery legends through the lens of Oriental aesthetics.

In addition to high jewellery collection featuring fei cui, Chow Tai Fook Jewellery has also introduced several collections that incorporating fei cui into jewellery designs, including IP collaborations with streetwear brand CLOT and The Palace Museum, as well as its CTF Joie and HUÁ Collections. Through these collections, the group aspires to promote fei cui culture to a broader global audience while exploring new growth opportunities.

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

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