April 10, 2025, Hong Kong, China – Chow Tai Fook Jewellery Group Limited ("Chow Tai Fook", the "Group" or the "Company"; SEHK stock code: 1929), the leading Chinese jeweller, is thrilled to unveil its new signature collection: CTF Joie Collection. This elegant collection is inspired by the traditional Chinese auspicious lock and "喜" (happiness) motif, a symbol of happiness that conveys wishes of eternal bliss. Building on our remarkable brand transformation journey and the successful launch of our iconic CTF Rouge Collection last year, the Joie Collection showcases Chow Tai Fook’s profound connection to Chinese cultural heritage, brought to life through exquisite and innovative artistry that captivates the spirit of tradition and modernity.

Since its founding in 1929, Chow Tai Fook has been a trusted lifetime partner for generations, crafting stylish jewellery rooted in Chinese traditions to commemorate life’s most cherished moments. The Joie Collection exemplifies this legacy, blending exquisite craftsmanship with contemporary design to share the beauty of Chinese heritage worldwide.

Joie, meaning "happiness", embodies Chow Tai Fook’s commitment to preserving Chinese traditions while transforming ancient wisdom into modern wearable art. Inspired by the symbolism of locks — representing peace and protection — this Collection follows the Rouge Collection, which celebrated fortune with the iconic "福" (blessings and fortune) motif. The Joie Collection continues this story, spotlighting "喜" (happiness) through pieces that capture the joy of everyday moments, from lovers’ laughter to the warmth of family gatherings.

Deepening this narrative, the Joie Collection reimagines the concept of the lock as a symbol of the deep connection between two people. Each piece reflects the unlocking of happiness through meaningful relationships, whether in love, friendship, or family, where one person holds the key to another’s heart, unveiling joy in its countless forms. Rooted in Chow Tai Fook's tradition of celebrating the relationships that illuminate our lives, the Joie Collection is the perfect gift for loved ones and a timeless keepsake of love, affection, and unity.
Meticulously crafted from pure gold, with options featuring diamonds or pure gold, the Collection showcases intricate detailing inspired by ancient goldsmithing techniques. Selected designs incorporate a unique rotating mechanism, allowing pieces to swivel and lock, echoing the motion of antique padlocks. Timeless red, a signature hue of the Brand and a cherished symbol in Chinese culture, enhances the Collection’s aesthetic, drawing connections to the architectural elements of the Rouge Collection. The Joie Collection includes necklaces, rings, earrings, and standout accessories such as a crossbody mini pouch, pocket chain, and belt, offering versatile expressions of happiness.

To demonstrate the versatility of the Joie Collection, Chow Tai Fook has released a cinematic short film and a series of campaign stills, reminding audiences that happiness lies in life’s simplest moments. The campaign features the work of emerging Chinese photographer Wang Ziqian, recognised by the British Fashion Council’s Fashion Awards (NEW WAVE: Creatives) as a globally inspiring talent. With a style shaped by prestigious local and international art schools, Ziqian blends Chinese cultural roots with a modern perspective. Her striking visuals showcase the Joie Collection in confident, powerful poses that reflect the strength and joy of "喜".