Chow Tai Fook Seeks to Create a New Paradigm of Trust with its 4 Ts Campaign

Aug 12, 2016

At a time when the gem and jewellery industry and consumers alike are seized  of the need for transparency and the assurance that the raw materials are “clean” in every way, Chow Tai Fook, China’s largest  jeweller has come up with a new initiative to take the dialogue even further.

Media reports say that the brand will be launching a new campaign aimed at providing consumers with an assurance on the origin of the diamonds used in their jewellery, going beyond the traditional 4 Cs.

“In an effort to differentiate its diamonds, Chow Tai Fook is launching a campaign titled 'To tell the truth', alongside a tech-heavy retail experience that asks consumer to learn about the sourcing of diamonds in addition to the traditional 'four Cs',” reported recently. “Chow Tai Fook claims to have developed a patented technology that allows it to emblazon each diamond with a 'T mark'—a serial number unique to each shiny piece of crystallised carbon. The 'T mark' builds trust, according to the brand, by enabling the traceability of the stone from its source through processing, cutting, polishing, authentication and design.”

According to the report, this miniscule marking can only be viewed through another patented technology - a 150X microscope.

Campaignasia says that the 4 Ts stand for “traceable, transparent, truthful and thoughtful”. 

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