Chow Tai Fook lets people customise diamond necklaces on WeChat

Now Chow Tai Fook, one of Hong Kong’s most popular jewellery chains, has a mini-program that lets people customise diamond necklaces.

by Inside Retail HK

This article originally appeared on Inside Retail HK

More brands are using WeChat mini-programs’ advanced functions to let customers customise their own products.

Sergio Rossi’s mini-program lets you customise your own high heels, and Longchamp allows you to personalise your own handbag.

Now Chow Tai Fook, one of Hong Kong’s most popular jewellery chains, has a mini-program that lets people customise diamond necklaces.

Here is how it works:

First, you choose the design you want. You can pick from pendant-shaped necklaces, heart-shaped necklaces, etc.

Here, we pick the pendant-shaped necklace. Note the video introduction to highlight its features.

Necklace on app - Chow Tai FookNecklace on app - Chow Tai Fook

Once you enter the customisation process, you pick what kind of diamond you want. Below, you only have one choice – 18 karat gold.

Then, you pick what kind of impression you want on your diamond.

Pick material Chow tai Fook

Next, you choose the four C’s: Carat, Colour, Clarity, and Cut. Chow Tai Fook gives you a range of different options to choose from.

The results show a range of different options you can choose from.

Filter carat color chow tai fook

 Here, there are only four options, indicating that inventory is limited. Note that each necklace costs RMB 6480.

Screen Shot 2019-04-01 at 09.01.00

The last step lets you check out and pay through WeChat Pay. The packages are then shipped to your address through express post.

Why personalisation services are important for luxury brands

Many luxury brands struggle with replicating the luxury experience online. In an online e-commerce setting, there are no plush leather seats or shop attendants on hand to provide VIP services.

Additionally, with e-commerce there is a limited amount of website space with which to communicate the brand story.

Personalisation is a VIP service that luxury brands can provide for their most coveted clients. By introducing a lightweight, easy-to-use WeChat mini-program allowing people to customise diamond necklaces, Chow Tai Fook is making a VIP service accessible to everyone.

This fun and free customisation service is appealing to those who do not want to go to an offline retail store and spend hours examining the different products on hand.

It also enhances Chow Tai Fook’s brand and increases engagement with its younger customers.

In an increasingly competitive e-commerce market, brands and retailers have to come up with creative ways to differentiate themselves from their competitors. Chow Tai Fook has done a great job designing this mini-program.


Ker Zheng works with cross-border e-commerce company Azoya in Shenzhen. His article was originally published on the Azoya Learning Centre.

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