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Chow Tai Fook will launch a diamond collection using Aaron Shum's Coronet Solitaire design
Chow Tai Fook will launch a diamond collection using Aaron Shum's Coronet Solitaire design

Designer collaborates with world's largest jewellery retailer

The trend towards marketing collaborations continues with the announcement that high-profile designer Aaron Shum has entered into a distribution agreement with one of the world’s largest jewellery retailers.
Under the exclusive partnership, Chow Tai Fook Jewellery Group will launch a new diamond collection using the Hong Kong-based supplier’s patented Coronet Solitaire design – comprising seven diamonds (incorporating 30 points) and set with no prongs holding the centre stone. 

Kent Wong, Chow Tai Fook managing director
Kent Wong, Chow Tai Fook managing director
The range will be available in stores located in Hong Kong, mainland China, Macau and Taiwan. 

The announcement was made last week during the Hong Kong International Jewellery Show. At the time, Chow Tai Fook managing director Kent Wong said he was confident the new jewellery collection “could penetrate into the entire Greater China market swiftly”.

Aaron Shum Jewelry president Aaron Shum said the partnership brought the supplier one step closer to its dream of making Coronet Solitaire available for purchase “every day and everywhere”. The jewellery business will promote the partnership through a series of advertising and marketing initiatives. 

Aaron Shum, Aaron Shum Jewelry president
Aaron Shum, Aaron Shum Jewelry president
The Honk Kong based-manufacturer was founded in 1985 and its jewellery is sold in Europe, North America, UAE, China and Japan. The company also distributes in Australia and has been a regular exhibitor at the Sydney Jewellery Fair since 2005.

Chow Tai Fook has been operating for more than 80 years and has about 2,000 points of sale in 400 cities throughout Greater China, Singapore and Malaysia. It claims to be the world’s largest retailer by market capitalisation.  

Australia and New Zealand-based retailers and suppliers are also beginning to enter partnerships with local and international third parties. 

The growing list includes collaborations such as Ice-Watch and “colour authority” Pantone, Georgini and Swarovski Gems, Wallace Bishop and Swarovski Gems and jeweller Carly Paiker and Sportsgirl.

Aaron Shum Jewelry







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