Chow Tai Fook Jewelry Review | Are They Trustworthy?

Chow Tai Fook Jewelry Review | Are They Trustworthy?

Chow Tai Fook Jewelry Review | Are They Trustworthy?

Posted by Rebecca B. on 14th Dec 2019

Chow Tai Fook Jewelry Review

Chow Tai Fook Jewelry – A Review

Our Rating 4 out of 5.

Compare Chow Tai Fook Jewelry with James Allen.

Chow Tai Fook can really boast its place as the largest retailer in Asia, and possibly one of the largest in the world. It is difficult to travel around Hong Kong and not see a Chow Tai Fook store often, and each of these stores is stocked with a vast collection of diamond engagement rings.

The stores themselves are not overwhelmingly luxurious, but they are pleasant. The diamond quality is way above average and there are some truly brilliant diamonds on offer.

However, as with other physical jewelry retailers, the prices of the diamonds are high compared to online sites such as James Allen or Blue Nile.

James Allen

A Brief History

Chow Tai Fook was founded in 1929, in Guangzhou, China. Since then, the company has changed location several times, moving to Macau in the 1930s and after to Hong Kong.

The business boomed, originally being primarily a jewelry store, the company branched out into real estate development, telecommunications, and transportation. Now, it is a public company that is traded on the Hong Kong Stock Exchange.

Chow Tai Fook has over 1000 stores in mainland China, and more in Hong Kong, and is one of the largest jewelry retailers in the world. The company even holds the record for the largest diamond purchase, a 255.61-carat diamond that was sold at US $10 million.

What Chow Tai Fook Offer

The stores of Chow Tai Fook are pleasant. The stores in more upmarket locations are slightly more luxurious than those found along Nathan Road and Central, but all are fairly decent. The sales assistants in-store are friendly and have a fair amount of knowledge when it comes to diamonds, but they do have the tendency to try and upsell, which can be distracting at times.

The diamonds sold at Chow Tai Fook are beautiful and are definitely above average compared to other physical retail stores. This is particularly uncommon for such a large jewelry retailer, as many cut corners and stock subpar diamonds, which is definitely something that Chow Tai Fook does not do.

Overall, both the experience and products offered by Chow Tai Fook are good and create a pleasant visit at any of their many stores.

What Makes Chow Tai Fook Stand Out?

Certification – A massive bonus at Chow Tai Fook is that their diamonds are sold with GIA or AGS certification, which is not the norm with other jewelry stores in Hong Kong. Having one of these certifications adds value to the ring, and both are trusted as great grading authorities around the world.

Hearts On Fire – Chow Tai Fook store Hearts on Fire diamonds, which have an overwhelming brilliance. These diamonds do come at a higher premium, but are a step above the rest when it comes to radiance, brilliance, and cut.

Accessibility – There are more than a thousand Chow Tai Fook stores scattered around Asia, which gives great accessibility to the stores, and allows customers to have easy access to view rings with little traveling needed.


Chow Tai Fook Pricing

Unfortunately, like other physical retailers, Chow Tai Fook has many more overheads to cover, and in their case, this is made worse by having so many different locations. Running a physical retail store, especially on this level, costs much more than what it does to run a single online site.

This increase in overheads trickles down to high prices on diamonds and engagement rings. This does bring the company down a bit, as it ultimately takes away from the value of the beautiful diamonds.

When comparing a diamond from Chow Tai Fook to a similar one found at James Allen, you can be prepared to see a price increase of 35%. This might not seem too bad if you were offered a great luxurious experience, but unfortunately, Chow Tai Fook does not do this well.

Custom Orders

Chow Tai Fook does allow for custom orders to be created and have a page dedicated to this on their website. There is an option between wedding customization and corporate customization, but obviously, the wedding plan is most suited to a personalized engagement ring.

Working with designers and craftsmen, customers are able to complete unique and special diamond engagement rings.

Website Ease of Use

The Chow Tai Fook website is very modern and is displayed really nicely with colorful pictures and beautiful imagery of jewelry.

The website is easy to navigate through and has a dedicated section to all things wedding, which allows customers to source everything they might need for their wedding in one place.

There are stunning images available for the different rings on sale, and each is shown with a decent amount of information and a short description.

What makes the site great is that brides or those who are looking to purchase a diamond engagement ring can find a section dedicated to them, allowing them to skip all other unnecessary pieces and focus on what they need to.

Other than dedicated pages for weddings, the company also specializes in other niche markets, such as cartoons and superhero jewelry, which is always fun to look at.

Customer Service

Customer service at Chow Tai Fook is good, and sales assistants go out of their way to assist customer’s in-store, helping them choose the perfect piece. This is extended online and through other programs offered.

Chow Tai Fook Membership – Customers can join the Chow Tai Fook Membership program, which gives them a unique shopping experience with each visit. It comes with rewards and special events, as well as discounts of up to 15%.

Returns – Any pieces can be returned within a stipulated amount of time for a refund, exchange or store credit.

Chow Tai Fook Financing Options

Chow Tai Fook has a designated membership club for grooms and brides-to-be. Within these memberships, they will receive great exclusive offers and discounts, and the membership allows them to pay off their purchases over 12 months. Along with the discounts offered with the membership, it is a great way to save some money.

Why You Should Choose Chow Tai Fook

  • Good quality diamonds and settings
  • Diamonds are sold with GIA and AGS certifications
  • Friendly service in-store
  • Many stores located in Hong Kong for easy access

Chow Tai Fook – High Prices and Good Diamonds

The diamonds and settings sold at Chow Tai Fook are really nice, but they do hold a price tag that is unjustified. In some circumstances, you can understand paying a higher premium for an unforgettable experience, and while the Chow Tai Fook stores are nice to visit, they aren’t worthy of such high prices.

To save some money, but still purchase an incredible engagement ring, look online to James Allen or Blue Nile, who have stunning rings at great prices.

Here is the Official Website: