Chow Tai Fook Jewellery Group

Chow Tai Fook Jewellery Group

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Keeping a Diamond Promise of Authenticity

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“As the jellewery industry evolves, we are always staying ahead of time by embracing the latest technology, so as to support the sustainable growth of the Group’s future business. We have brought in the REAL Barcode solution together with a range of other innovative technologies, with an aim to further customers’ trust and confidence on the T MARK brand, and deliver a seamless brand experience.” 
Cyrus Cheng
Cyrus Cheng, Deputy Head, Group Branding Center

Background

According to industry report, China is now the world’s second largest diamond consumer. The market creates a sheer demand of roughly USD 10 billion worth of diamond jewellery, where 80 percent of the buyers are the “post-80s and 90s generations”.  In 2016, Chow Tai Fook Jewellery Group had the business foresight to launch its proprietary T MARK diamond brand. The brand has quickly built trust among consumers thanks to its innovative “4Ts” concept, advanced technology including blockchain and other value-added service, which all helps assure consumer that T MARK diamonds are genuinely natural with a verifiable origin.

The “4Ts” concepts of T MARK stand for Transparent, Thoughtful, Truthful and Traceable, which is a proprietary diamond brand that carries a set of unique serial numbers in the marking inscribed on each diamond. This enables consumer to trace the journey of each stone from sourcing to production to retail sales point. Chow Tai Fook further incorporates GS1 global standard and its relevant patented technology by adopting the REAL Barcode authentication solution in its T MARK brand. The solution not only supports product authentication, but it also registers a diamond owner’s information, making the piece of diamond even more distinctive. 


GS1 standards used or solution (s) / service (s) applied
  • Global Trade Item Number (GTIN)
  • REAL Barcode

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Solutions

The REAL Barcode solution that Chow Tai Fook used on the T MARK jewellery ID card is equipped with patented digital printing encryption technology, reinforcing its anti-counterfeiting features. Customers can easily authenticate the product in real-time, helping to strengthen their confidence. Coupled with the T MARK mobile app, diamond owners can conveniently access the traceable history of the stone by scanning the REAL Barcode on the back of the jewellery ID card. The app also enhances product experience by allowing owners to create personal stories and commemorate important moments within the app.

The serial number of each diamond can be uniquely matched with the REAL Barcode on the jewellery ID card, certifying the diamond’s individual identity. Customers can register their personal information in their own account as if making a personal mark on the diamond, truly living up to the promise of eternity.

With the patented multi-layer anti-counterfeit security coating technique, the REAL Barcode is like a door key that cannot be replicated unless with a distinct image file provided by GS1 to the company. This helps protect the company against counterfeit products. In case, a fake T MARK jewellery ID card is scanned using the app, the T MARK information center will be notified at once. 

Benefits

The REAL Barcode solution provides T MARK with the following benefits:

  • Personalizes the entire brand experience by virtually allowing customers to make a mark on their diamond(s)
  • Provides customers a way to validate their diamonds’ authenticity themselves, enhancing customer’s trust and safeguarding brand reputation

About the Company

Chow Tai Fook Jewellery Group Limited (the “Group”; SEHK stock code: 1929) listed on the Main Board of The Stock Exchange of Hong Kong in December 2011. The Group’s vision is to become the most trusted jewellery group in the world.

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