Chow Tai Fook modernizes jewellery for younger generations

Chow Tai Fook, a leading jewellery brand in Hong Kong, is modernizing its designs under creative director Nicholas Lieou. Since his appointment in April 2024, Lieou has focused on creating new collections that blend traditional Chinese motifs with contemporary styles. The recently launched Rouge Collection, celebrating the brand's 95th anniversary, has generated HK$2.4 billion in sales. It features a signature motif inspired by the Chinese character for "blessings," appealing to both younger and older customers. Chow Tai Fook aims to expand globally, particularly in Southeast Asia, while enhancing its high jewellery offerings. Lieou's upcoming collection will focus on everyday wear, incorporating cultural symbols into modern designs, marking a shift in how high jewellery is perceived.