The world’s leading jeweller Chow Tai Fook, in collaboration with Platinum Guild International (PGI) and Disney, recently launched the ‘Frozen II’ new platinum collection in Chengdu, Sichuan Province. The new collection features snowflakes as the key design element, a perfect symbol to represent the pure white shine of platinum.
Chow Tai Fook’s ‘Frozen II’ new collection is the first exclusive collaboration among Chow Tai Fook, PGI and Disney. “Our partners continue to commit to innovation that brings excitement to today’s jewellery consumers. PGI collaborates with the jewellery industry on product design, marketing and in-store activation to drive awareness and boost sales of new-generation platinum jewellery in China.” says Huw Daniel, CEO of Platinum Guild International, “Chow Tai Fook has always been a leader in platinum jewellery, and we are thrilled that they collaborated with PGI and Disney to push the boundaries of platinum innovation and consumer experience.”
“The new collection is beautiful and unprecedented. We deeply believe there will be more collaboration in the future.” Said Chan Sit Cheong, Executive Director of Chow Tai Fook. “We are continuously innovating to achieve higher quality products, beautiful packaging and exciting brand experience. We will continue to bring better products to the market and contribute to the development of the jewellery industry.”
The new platinum collection includes ear strings, earrings, necklaces, and bracelets in various styles, inspired by the shape of snowflakes. Pei Xiang, Merchandise Management Platinum General Manager at Chow Tai Fook, said: “Courage and fortitude are the inspirations behind the design of the ‘Frozen II’ platinum collection. Platinum is pure and strong. The enamel embellishing the heart of the snowflake is selected from the rarest blue of the Paraiba tourmaline, a colour that is unique and requires the highest craftsmanship.”
Aside from the design innovation and craftsmanship, another excitement is the specially designed jewellery box that comes with every purchase. The box lights up in the dark, featuring the silhouette of Frozen II’s characters on its exterior, while the leading character Elsa shines on an engraved crystal above the jewellery compartment. The packaging brings extraordinary delight to the unique offering.
Chow Tai Fook’s ‘Frozen II’ platinum jewellery collection is currently available in more than 1,000 of its stores across China, as well as e-commerce channels.
