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Chow Tai Fook's WeChat Mini-Program Lets You Customize Your Own Diamond Necklaces

Chow Tai Fook, one of Hong Kong's most popular jewelry chains, has a mini-program that lets you customize your own diamond necklaces

by Ker Zheng

This article was first published on Azoya's WeChat channel. Check out our new site to learn how to sell to China through WeChat.


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

Sergio Rossi's mini-program lets you customize your own high heels, and Longchamp allows you to personalize your own handbag.

Now Chow Tai Fook, one of Hong Kong's most popular jewelry chains, has a mini-program that lets you customize your own diamond necklaces.

We break down how it works below:

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 that there's a video introduction below to highlight its features.

chow tai fook mini-program 1.jpg

Once you enter the customization 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.

chow tai fook mini-program 2.jpg

Next, you choose the four C's: Carat, Color, Clarity, and Cut.  They give you a range of different options to choose from.

chow tai fook mini-program 3.jpg

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

Here, there are only four options, indicating that inventory is limited. Note that each necklace costs 6,480 RMB.

chow tai fook mini-program 4.jpg

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

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

Personalization is one VIP service that luxury brands provide for their most coveted clients.

By introducing a lightweight, easy-to-use WeChat mini-program for personalizing diamond products, Chow Tai Fook is making a VIP service accessible to everyone.

This fun and free customization service is appealing to those who don't 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 by designing this mini-program, and we're excited to see more cases like this in the future.


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