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When Annie Wong stepped into the newly created role of Chief Operating Officer at Chow Tai Fook Jewellery Group in 2023, she wasn’t just stepping into another leadership position – she was taking on a 95-year-old legacy.
“I’ve always been drawn to roles where I can make a real impact,” Wong tells The CEO Magazine. “For me, it’s about finding a challenge that excites me and a vision I truly believe in. And believe me, if I don’t like a job – I won’t take it.”
“I’m proud of how we’ve grown, balancing modern sensibilities with traditional Chinese jewelry-making techniques.”
Wong knew the luxury jewelry industry was evolving. While she’d formerly spent her career in fashion, she’d already been at the jewelry retailer for nearly a year before stepping in as COO, giving her a finger on the pulse.
She recognized that consumer habits were shifting, digital innovation was redefining retail and importantly, legacy brands like Chow Tai Fook Jewellery needed to adapt to stay ahead.
Founded in Guangzhou, Mainland China, in 1929 by Chow Chi-Yuen, Chow Tai Fook Jewellery quickly became a leading name in gold jewelry.
Its name, inspired by a traditional Chinese couplet wishing happiness and good fortune, set the tone for the brand, which has since become synonymous with quality, craftsmanship and timeless style.
Today, with around 7,000 stores globally, the company remains a market leader.
“I’m proud of how we’ve grown, balancing modern sensibilities with traditional Chinese jewelry-making techniques,” Wong says.
For a company on the cusp of its centennial, she recognizes the challenge isn’t just about maintaining success; it’s about setting the foundation for the future.
“The market has changed drastically over the years,” she explains.
“We realize that past customer behaviors and spending patterns are no longer valid. We have a lot of loyal customers, but how we attract new customers is also important. We’re treating it as a gateway to pass on our rich cultural heritage to the next generation.”
Wong shares that in 2023, the leadership team outlined a five strategic priorities: brand transformation, product optimization, accelerated digitalization, operational efficiency and talent cultivation. These initiatives are paving the way for the company’s centennial celebrations in 2029.
“Our mission is clear. We aim to be the leading global jewelry brand that is a trusted lifetime partner for every generation,” she says.
“But to move forward, we need to understand our present state and where we want to be in the future. So we took a ‘current-future state’ perspective to align our strategy.”
“By transforming gold jewelry into personal pieces, we’ve been able to reach this generation.”
This approach led to the publication of the company’s first jewelry consumer trends report in 2023, offering valuable insights into shifting preferences.
“As a customer-oriented company, we treasure market feedback,” Wong says.
“The valuable consumer insights from that report allowed us to understand our customers better. It guided our product offerings as well; everything from our product architecture and how we create new products today is based on those consumer insights.”
Among the findings:
• 61 percent of Chinese consumers surveyed wear pure gold jewelry as a daily accessory.
• 91 percent prefer jewelry with Chinese cultural heritage because it makes them feel connected to their roots.
• 74 percent see natural diamonds as more valuable than lab-grown alternatives.
“In the past, the younger generations would not want to wear gold jewelry. They thought it was something their parents would wear, but not them,” Wong explains.
“But by transforming gold jewelry into personal pieces, we’ve been able to reach this generation. We weave national pride in our jewelry as a medium for storytelling. In doing this, we’re able to preserve the tradition while staying relevant with younger generations.”
Chow Tai Fook Jewellery’s commitment to heritage is evident in its collections, crafted by more than 3,000 skilled artisans. Launched in 2017, the HUÁ Collection remains one of the company’s top-selling collections, showcasing traditional gold craftsmanship through design elements inspired by ancient Chinese symbols.
In recent years, the brand also collaborated with the renowned Shaanxi History Museum and Northwestern Polytechnical University for new creations for this collection, which showcase national pride through intricate designs.
Building on that success, the company recently introduced the Chow Tai Fook Palace Museum Collection, inspired by Chinese architecture, art and history and created in partnership with the Beijing Palace Museum.
“Jewelry is a powerful medium to convey the languages of our heritage, making it accessible and appealing to the younger generation,” she says with a smile.
“The success of our signature collections exemplifies our originality, exceptional craftsmanship and ability to seamlessly fuse cultural heritage with contemporary design.”
“Our approach, striking the harmonious balance between respecting tradition while incorporating contemporary design, allows us to create every piece, which not only catches the eye but touches the heart as well. When the customer feels it, they want to own it. That’s the national pride and sense of connections to our shared cultural roots.”
To mark its 95th anniversary, Chow Tai Fook Jewellery released its CTF Rouge Collection in April 2024.
“A signature motif of this collection is the Chinese character 福, meaning ‘blessings’ and proportioned to mimic the grid pattern reminiscent of traditional Chinese window sills,” Wong explains. “The collection features timeless designs that embed our cultural heritage into a modern aesthetic, represented by the mixed use of materials, such as natural diamonds accentuated with red enamel.”
Wong, wearing the CTF Rouge Collection, says it’s perfect for everyday wear, dressing up a professional wardrobe or elevating casual wear.
“This is what we’re designing these pieces for. So many people today want to have their daily pieces – the jewelry they wear every day,” she says.
“Our strategy to make our rich heritage accessible and appealing to the next generation is working.”
Sharing the data, Wong points out that 40 percent of the customers who are buying these new collections are new to the brand.
“They’ve never shopped with us before. Our strategy to make our rich heritage accessible and appealing to the next generation is working,” she says.
And the numbers prove it.
“Since the launch of the CTF Rouge Collection in April 2024 and Chow Tai Fook Palace Museum Collection in August 2024, these signature collections collectively generated over US$1 billion in retail sales as of the end of March 2025,” Wong says.
“The success of our signature collections exemplifies our originality, exceptional craftsmanship and ability to seamlessly fuse cultural heritage with contemporary design, transforming historical narratives into wearable art.”
For a retail company, product strategy is everything. Chow Tai Fook, under Wong’s leadership, has adopted a ‘less is more’ approach, streamlining its product matrix while reinforcing its brand identity.
“When we set out on our transformation journey, our first order of business was to refine our product assortment and improve the product line,” she says.
“We built a structured 12–18-month product development plan and enhanced the design process to integrate craftsmanship at every stage.”
“Our first order of business was to refine our product assortment and improve the product line.”
This ensures that when a new jewelry collection is created, craftsmanship isn’t an afterthought – it’s embedded in the design from the start.
“Every piece must be presented with a structured go-to-market approach – display, marketing, product training and customer experience,” Wong explains.
Beyond product innovation, Wong knew that to future-proof Chow Tai Fook, she had to enhance operational efficiency.
“As COO, I prioritize cross-functional collaboration,” she says. “Communication is key. If we don’t pass the same message from the top down and bottom up, there will be a breakdown.”
To foster a culture of collaboration, Wong has implemented continuous training programs, ensuring employees are empowered with the right skills.
“At the same time, we value our long-standing relationships with suppliers,” she adds. “Some of our partners have been with us for decades, and we share the same commitment to quality and ethically sourced materials.”
Looking forward, Chow Tai Fook is laying the foundation for its next century.
“Our strategy to become a leading global jewelry brand is clear,” Wong says. “To achieve that, we will continue to innovate, blending traditional craftsmanship with modern techniques.”
One example of this innovation is the two-prong ring, a design that exposes 90 percent of a diamond – double the visibility of traditional prong settings.
“There’s a lot of research behind it, and it’s a game-changer in diamond jewelry design,” Wong says.
“By balancing tradition with innovation, we’re creating something truly timeless.”
Beyond product design, Wong says talent development is a top priority.
“Our people are our most important asset,” she says. “We invest heavily in training to ensure the next generation of artisans and leaders have the skills to take us into the future.”
With a clear vision, open communication and a commitment to empowerment, she’s leading the company to new heights.
“As COO, my job is to provide clear direction, nurture our culture and unlock our team’s potential,” she says. “I want every employee to feel valued and heard.”
“Jewelry is my passion, and I want to do it right.”
Wong believes her perspective as an Asian woman only strengthens her leadership.
“I believe in inclusivity, empathy and cultural understanding,” she says. “Diverse perspectives are our strength.”
That inclusivity extends beyond the workplace. Through storytelling jewelry, she sees Chow Tai Fook as a bridge between generations, carrying forward a rich heritage while embracing modernity.
“Jewelry is my passion, and I want to do it right,” Wong says. “By balancing tradition with innovation, we’re creating something truly timeless.”
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