Chow Tai Fook Jewellery Group Limited launched a new diamond collection in Aaron Shum Jewelry’s worldwide patented Coronet design. Chow Tai’s new diamond collection is entitled “520” and the company notes the sound "520" is homophonic for "I Love You" in Chinese.

“520” was launched on May 20, at an event at the Indigo Mall, and in an ambiance that spoke and reflected romance. For the Chinese young generation. May 20 is looked upon as a day to celebrate love, much similar to the western concept of Valentine’s Day. As such, May is expected to be a time when good demand for the Coronet jewellery is expected.

At the launch, various segments were organized, each focusing on the new collection, and the season of love. 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 “The Love Song”, the event continued in an indoor gallery designed to lend the romantic aura. Highlight of the events included a catwalk show featuring 520 jewellery items in patented Coronet Solitaire design, tales of love being narrated and live song performances.

Mr Aaron Shum, President of Aaron Shum Jewelry, was invited to inaugurate the event. He mentioned, “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.” He further added that the extensive 2000 plus point of sales of Chow Tai Fook will allow for an extensive reach. “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!” he stated.