Our Customers

We ensure that all the jewellery purchased by our customers is sourced, produced and sold in a sustainable and responsible manner.

Key Steps and Initiatives for Meeting Customer Expectations Along Our Value Chain

Ethical Sourcing

  • We conduct stringent inspections on sources of diamonds to ensure that they meet the criteria of the Kimberley Process Certification Scheme ("KPCS"). By complying with the KPCS, we ensure our diamonds are ethically sourced and we endeavour to make this information available to our customers
  • For example, we introduced CHOW TAI FOOK T MARK diamond brand to reinforce our initiatives to ensure our diamonds are natural and ethically sourced

Supply Chain Management

  • We maintain a high standard for our suppliers to ensure our products are responsibly sourced and that responsible practices are adopted by our suppliers
  • Our suppliers shall comply with the Assessment Standards of the Supplier Conduct, which contains detailed requirements for different aspects including labour rights, environmental standards and anti-money laundering. We carry out regular assessments to monitor the sustainability performance of our suppliers

Quality Control

  • Internally, we have established testing centres to ensure only qualified products that meet our safety standards are sold to customers
  • All of our testing centres and the quality management systems of our factories are certified by professional accreditation organisations
  • Externally, we conform with third-party inspection standards advocated by industry associations to further enhance customer confidence in our products

Our products meet the following industry standards :

Natural Diamond Quality Assurance Mark
by The Diamond Federation of Hong Kong, China

Natural Jade Quality Mark
by The Hong Kong Jewellers' and Goldsmiths' Association and The Kowloon Pearls, Precious Stones, Jade, Gold and Silver Ornament Merchants Association

Quality Gold Mark
by The Hong Kong Jewellers' and Goldsmiths' Association and The Kowloon Pearls, Precious Stones, Jade, Gold and Silver Ornament Merchants Association

Intellectual Property Rights

Safeguarding intellectual property rights ("IP") is of paramount importance to the jewellery industry. We take all issues related to IP very seriously as we want to ensure our customers' rights are protected.

We have the following measures to safeguard our IP:

  • Regularly review and update the Policies for IP Registration and Approval Procedures to ensure that our brands, designs and technology are properly registered
  • Over 800 IP registered in Greater China as at 31 March 2018, including trademarks, designs and patents