At Jewel Changi Airport, a dynamic hub where locals and travellers converge, stands Chow Tai Fook's recently unveiled new image store. Draped in the brand’s signature “Chow Tai Fook Timeless Red”, the space invites visitors to discover a treasure trove of masterpieces that blend Chinese tradition with contemporary design and exquisite craftsmanship.

The brand’s conceptual store in Singapore reflects its international expansion strategy and strengthened retail footprint in the region. This opening is the first of a wider rollout, with subsequent launches planned for Bangkok, Australia, Canada, and the Middle East within the next two years.

Chow Tai Fook’s General Manager of International, Gabriela Ferreira, sits down with ELLE Singapore for insight into the brand’s new image store, its history in Singapore, and how it balances Chinese heritage with global luxury appeal.

Tell us about the decision to launch Chow Tai Fook’s (CTF) first Southeast Asian new image store in Singapore.

"In 2024, we embarked on a transformation journey to gear up for our centennial celebration in 2029. Brand transformation is a key pillar for us, which is why we wanted to upgrade the store concept. Strategically, Jewel Changi Airport is one of the best locations for us to showcase this beautiful new image store, as it serves as a gateway to the world. The location has a good mix of Singaporeans and international travellers. As part of our international expansion strategy, we aim to showcase the brand to both through an elevated retail experience."

How does this new boutique reflect CTF’s standing as a heritage jeweller for today’s luxury consumers?

"As a market-leading jeweller with 96 years of heritage, we honour our past even as we evolve, blending tradition with modernity to meet the expectations of today’s luxury consumers. We continue to build on our legacy, drawing inspiration from our roots as we move forward. Our store facade retains the timeless red that has long represented Chow Tai Fook, while our designs incorporate enduring elements of Chinese culture.

The store also features differentiated product offerings, including Eastern culturally-inspired signature collections like Rouge and Joie collections, and the HUÁ Collection which seamlessly fuses cultural heritage with contemporary design. These collections transform historical narratives into wearable art, showcasing Chow Tai Fook’s dedication to preserving tradition while innovating for today’s discerning luxury consumers."

Could you tell us more about the design philosophy behind the boutique, particularly the integration of Chinese cultural motifs and the signature CTF Timeless Red?

"This new image store is centred on reimagining the customer experience. Signature elements such as our iconic 'Chow Tai Fook Timeless Red' pay tribute to the brand’s Chinese heritage and the cultural significance of red in Chinese tradition.

Stepping into the store feels like entering a museum or gallery. It's complete with elegant showcases, elevated pieces, and a spacious floor layout that offer a more refined and immersive retail journey. Our displays are thoughtfully arranged by collection, creating a seamless and intuitive experience.

The storefront features our Chinese heritage logo, accented by subtle curved red ribbons. Inside, scarlet and wooden tones come together to create a modern, warm atmosphere. The vibrant red throughout the space symbolises the brand’s passion and deep appreciation for our customers."

Tell us more about the history of CTF in Singapore, and what the brand hopes this new store will achieve.

"We first entered the Singapore market about 15 years ago as a franchise, before transitioning to operate independently. Over the years, we have built a strong foundation of customers and client profiles, and today, we operate eight points of sale across the country.

With the new image store, we aim to present a transformative expression of our brand values—one that honours our legacy while seamlessly blending contemporary design with exceptional craftsmanship across every piece in our luxury jewellery collection."

CTF has long been recognised for championing Eastern aesthetics. How does the brand strike a balance between its traditional Chinese heritage and global luxury appeal?

"We have always stayed true to our roots as a Chinese heritage jewellery brand, drawing inspiration from Chinese culture to create modern, contemporary designs. Take our new Wish Collection, for example, which features a pendant shaped like a traditional lock. In Chinese culture, locks are gifted to newborns as symbols of blessings and longevity. We reinterpreted this meaningful motif with coloured enamel accents and diamonds, transforming it into a modern piece that can be worn every day.

As part of our ongoing brand transformation and product innovation, we strive to ensure our designs carry deeper meaning; pieces that can be cherished and passed down through generations. This commitment aligns with our vision: To be the leading global jewellery brand and a trusted lifetime partner for every generation."

The brand has recently launched the Chow Tai Fook Palace Museum Collection. How does this collection reflect Chow Tai Fook’s broader vision of merging cultural heritage with modern luxury craftsmanship?

"We are honoured to collaborate with The Palace Museum in Beijing on jewellery pieces inspired by its historic artefacts. One example is the delicate butterfly motif, adapted from an original painting and reimagined across various jewellery designs. This partnership is a natural fit, as both Chow Tai Fook and The Palace Museum share a commitment to preserving and celebrating Chinese culture. Each piece becomes more than just jewellery; it is a wearable narrative that bridges past and present, crafted to be cherished and worn every day."

What are three things that everyone should know about the brand?

"We are immensely proud of our heritage, and Chow Tai Fook remains one of Asia’s most trusted and respected jewellery brands. Chinese culture is deeply embedded in our identity, and every design reflects the passion and reverence we hold for it. While we honour our history, we continually learn, evolve, and innovate to meet the needs of future generations of customers.

As we approach our centennial celebration in 2029, product innovation continues to play a vital role alongside our brand transformation. Our collaborations with partners such as Disney, Chiikawa, MCM, and the Chinese video game Black Myth allow us to engage a growing segment of younger customers, creating limited-edition capsules that truly resonate with them.

Finally, it is important for our customers to recognise our vision: To be the leading global jewellery brand and a trusted lifetime partner for every generation."

This interview has been edited and condensed for clarity.