Chow Tai Fook launched a ‘4Ts’ campaign that enables customers to track the journey of a diamond from its source as the Hong Kong-based jeweler bids to strengthen its brand.
The ‘Ts’ stand for “traceable, transparent, truthful and thoughtful,” a spokesperson said and added the company is pitching them as a new industry standard.
Chow Tai Fook has also developed patented technology that enables it to inscribe a unique serial number – the ‘T mark’ – to each diamond. The T Mark, which helps in tracking diamonds, will be applied to most of the company’s stones starting from 0.15 carats, SI clarity and K color.
“Our patented technology enables us ‘To Tell The Truth’ through our mark on the diamond,” the spokesperson said.