Chow Tai Fook has launched a new diamond jewelry brand inscribed with its own “T Mark” to enable customers to track the stones to their source.
Each diamond in the T Mark collection — which the Hong Kong-based jeweler debuted at a press conference in Hong Kong last week — has a unique serial number engraved on it, making it possible to trace its journey from origin to production, Chow Tai Fook said.
The company is rolling out the new collection at around 200 stores in Hong Kong, Macau and mainland China, a company spokesperson told Rapaport News on Wednesday.
The T Mark Touch collection was already available for sale at the brand’s “To Tell the Truth Journey” exhibition in Hong Kong — which ended Wednesday — and will be in stores by the end of August, the spokesperson added.
Chow Tai Fook unveiled its “4Ts” standard last year to strengthen its brand, marketing “traceable, transparent, truthful and thoughtful” diamonds. The T Mark, which is part of those traceability efforts, will be inscribed on most of the company’s stones, starting from 0.15 carats, K color and SI clarity.