Press Release

Chow Tai Fook Launches 520 Collection in Patented Coronet Design 

 
Chow Tai Fook Jewellery Group Limited, the world’s largest jeweller by market capitalization with over 2000 points of sales in Greater China region, launched a new diamond collection “520” in Aaron Shum Jewelry’s worldwide patented Coronet design on 20 May as the sound "520" is homophonic for "I Love You" in Chinese. This special day marked the official launch of the “520” collection and celebrated as a romantic day for Chinese young generation to express love and affection. Parallel with the western Valentine’s Day, the love celebration in May season will drive a strong demand for Coronet jewelry in the middle of the year. 
 
The event began with the romantic flash mob performance at Indigo Mall, a trendsetting hub for fashion, dining and leisure at the heart of Beijing. A group of youths came together to join hand in hand forming the digit of “520”, raising the curtain for the launch of 520 collection. 
 
Themed with “Love Song”, the event continued in an indoor gallery with decorations meticulously designed to create a love-filled environment. Highlight of the events includes live catwalk show featuring 520 jewelry items in patented Coronet Solitaire design, love stories sharing session, and love songs performance by popular singers. 
 
Mr Aaron Shum, President of Aaron Shum Jewelry, was invited to inaugurate the event. “We would like to thank Chow Tai Fook for the exclusive distributorship. By using our worldwide patented Coronet Solitaire design and special craftsmanship, the 520 diamond collection is exclusively designed for young people in China. With Chow Tai Fook’s extensive retail network of over 2000 points of sales, more Chinese consumers are now offered the chance to buy and enjoy our worldwide patented brand. It brings a great step closer to our dream that Coronet Solitaire can be bought locally and globally every day and everywhere. Last but not least, Coronet Solitaire is the combination of seven diamonds, echoed with 520, meaning love and happiness in your everyday life!” 
 
Coronet Solitaire has already proven a great success in overseas countries, well received by over 40 countries and regions all over the world. This year, Coronet Solitaire will be showcased at Luxury, the high end show of JCK. Find Coronet Diamonds at JCK Luxury #1809 (27th May 2014 – 2nd June 2014)

Part 1: Romantic Flash Mob Performance
A group of youths sang a merrily love song and joined hand in hand to form the digit of “520”.

A heart touching proposal of young lovers

Part 2: Coronet Solitaire Product Display
The Coronet Solitaire products are showcased in a fun and innovative setting.