Cultural aspects shine in collections

As the millennials' role in the jewelry market gets increasingly larger, Hong Kong jeweler Chow Tai Fook, one of the prominent and influential players in the market, is giving an artistic touch to its product designs, to attract younger consumers.

Chow Tai Fook brought on board two popular South Korean stars, Lee Minho and G-Dragon, as part of its branding campaign, especially in jewel design segment.

In 2014, it acquired Hearts on Fire, a US premium diamond brand, to enlarge its collections, such as premium diamond and bridal jewelry.