Chow Tai Fook Collaborates with PGI to Launch 90th Anniversary Jewellery Collection for Modern Chinese Women
(19 September, 2019) Hong Kong –The world’s largest jewellery retailer Chow Tai Fook launches The Angle of Peace, a collection in collaboration with Platinum Guild International (PGI) to celebrate its 90th Anniversary. The collection with more than 20 different designs, available exclusively in platinum, combines the world’s rarest precious metal with eye catching enamel in the brand’s distinctive red. This is the first Chow Tai Fook collection to combine these two materials, involving a very demanding process and the highest level of craftsmanship.
“When Peace encounters Angel, it makes life more beautiful”
“Despite market challenges facing the luxury industry including all jewellery categories, our partners continue to commit to innovation that connects with today’s jewellery consumers. PGI collaborates with the jewellery industry on product design, marketing and in-store activation to drive awareness and boost sales of new-generation platinum jewellery in China.” says Huw Daniel, CEO of Platinum Guild International, “Chow Tai Fook has always been a leader in platinum jewellery, and we are thrilled that they should choose to celebrate such an auspicious occasion by yet again pushing the boundaries of platinum innovation.”
The design of The Angle of Peace platinum collection, inspired by the wings of doves and angels, symbolises peace and beauty. General Manager of Group Branding at Chow Tai Fook Jewellery Group, Alan Chan commented, “Chow Tai Fook believes jewellery is not just a simple item of value or a decorative accessory, it has a mission to communicate the wearer’s attitude and beliefs. The combination of platinum’s purity, rarity and tenacity, with the bold passionate outward expression of red enamel, celebrates both the inner strength and external elegance of China’s modern women”.
Peace Angel is now selling at over 800 stores in China, with a plan for full distribution to 2,000 stores by mid-2020.
(Photo Credit: Chow Tai Fook)