RETAIL | Krisana Gallezo-Estaura, Singapore

Chow Tai Fook opens second store in Singapore

It's a 1,000-square feet new jewellery shop on Orchard Road.

Chow Tai Fook Jewellery, a leading jeweller in Mainland China, Hong Kong and Macau, recently opened its second store in Singapore but first on Orchard Road last January 30. The over 1,000–sq ft store boasts of an elegant theme which they believe ties in closely with ION Orchard’s positioning. The new store’s theme is reflected in the store décor, product configuration and service, bringing an all-rounded shopping experience for consumers and jewellery connoisseurs.

According to Peter Suen, executive director for Chow Tai Fook Jewellery Group, despite the fact that this is the company’s first store on Orchard Road, they are confident about how it will perform in Singapore. He adds that being a new entrant in the high-end jewellery market, they hope to attract new customers with the launch of their second store.

The Group’s iconic brand “Chow Tai Fook” and long-standing history of 85 years of operations represent key competitive advantages of their business. The Chow Tai Fook brand is recognised for its trustworthiness and authenticity, and renowned for its product design, quality and value. With the new store, Peter said their customers can expect an array of mass luxury and high-end luxury jewellery including gem-set products, gold products, and platinum or karat gold products.

To enhance public awareness and build up brand image about Chow Tai Fook in Singapore, Peter said they need to differentiate their market positioning compared with the existing jewelers by launching different campaigns.
Consequently, Peter said that they are excited to have been granted authorization to sell Disney Collections in Singapore and Malaysia. They already launched Disney authorized products in Singapore, including Disney Classic Collection- Mickey & Minnie, Disney Princess Collection and Disney Winnie The Pooh Collection.

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Chow Tai Fook opens second store in Singapore

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