Hong Kong – Chow Tai Fook Jewellery Group, the global Chinese luxury group, has expanded beyond jewellery with the launch of Chow Tai Fook Home, a new luxury home-décor line marking its entry into the lifestyle segment.
Chow Tai Fook Home represents a strategic extension into elevated everyday living. As the first global Chinese luxury group to enter the luxury home category, the Group is applying its craftsmanship heritage to home décor objects.
Developed in collaboration with French porcelain maison Bernardaud, the collection features the Rouge and Ginkgo tableware lines, combining artisanal traditions with a contemporary design language. The move further positions the Group within the global luxury landscape while extending its presence into customers’ daily environments.
The launch comes ahead of the opening of the Group’s first global flagship store on Canton Road, Tsim Sha Tsui, in mid-May, marking a key milestone in its ongoing brand transformation.
Since beginning its transformation in 2024, the Group has focused on enhancing customer experience through redesigned stores and a broader product offering. The dual rollout of the flagship store and Chow Tai Fook Home reflects its strategy to deepen engagement and broaden appeal among global luxury consumers.
The flagship store, which soft-launched in February, is located in Hong Kong’s Canton Road luxury district and is conceived as the “Home of Chow Tai Fook”, framing the brand’s heritage and craftsmanship as the foundation of the retail space. The interior combines the brand’s signature ‘Chow Tai Fook Timeless Red’ with natural wood elements to create a refined setting.
At the entrance, a Heritage Pavilion traces the brand’s history since 1929, highlighting its role in the jewellery industry and its preservation of traditional gold craftsmanship techniques such as chasing and filigree, developed with cultural and academic partners.
A Gold Ginkgo Tree installation is also featured at the entrance. Standing 2.1 metres tall and 2.3 metres wide, it is adorned with around 3,500 pure gold leaves and weighs approximately 40 kilograms. Handcrafted by nearly 50 artisans over about 60,000 hours and completed in 2016, it symbolises resilience, grace and continuity.
Inside, the store is divided into themed zones showcasing collections including CTF Rouge, CTF Joie, Chow Tai Fook Palace Museum and HUÁ Collections. It also introduces “Charm Your Path”, a personalisation experience combining MBTI personality types, Chinese zodiac signs, astrology and style preferences to create bespoke charm bracelets. Additional spaces include High Jewellery, HEARTS ON FIRE collections, a bridal area 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.”
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