Company Showcased “Yun Yi”(蕴颐) Jewelry Series
The Hong Kong-based high-end jewelry retailer Chow Tai Fook recently launched an exhibition and auction from the company’s private collection at the Hong Kong Jockey Club in Beijing. Revisiting Chow Tai Fook’s recent exhibition at the “2011 China in Paris” fashion event this spring, the auction showcased pieces from the company’s “Yun Yi” series, which combines both modern and traditional Chinese jewelry design and materials. The first jewelry auction of its kind to be held by a Chinese brand, the auction featured 19 unique lots, including pearl necklaces, gold ornaments, a platinum and diamond ring, red sapphires, fine jade jewelry and limited edition watches.
According to Chow Tai Fook, more than 100 jewelry collectors from the Greater China region showed up to the auction, and after two hours of frenzied bidding, the company had sold all 19 pieces, raising more than 10 million yuan (US$1.5 million). The company said that part of the proceeds of the auction will go to Chow Tai Fook’s philanthropic efforts.
As Jing Daily noted last year, Chow Tai Fook is pushing hard to position itself as China’s pre-eminent jewelry brand. In addition to promoting its own artistic and design elements, the brand has spent the last several years doing more to support China’s cultural industries. This year, the company established the Chow Tai Fook Cultural Charity Fund, an initiative aimed at promoting community inclusiveness. The first project sponsored by the fund, the “WeWow Rabbit Charity Scheme” is the first arts education program in China designed specially for students with special needs.
Photos from the Chow Tai Fook jewelry auction in Beijing: