May 7, 2026 – Bluebell Group, Asia’s leading omnichannel brand operator and distributor, announces its strategic partnership with the global Chinese luxury group, Chow Tai Fook, for the brand’s historic entry into the Australian market.
Ms. Sonia Cheng, Vice-chairman of Chow Tai Fook Jewellery Group, commented, “We are delighted to collaborate with Bluebell Group to expand our footprint in Australia. This debut marks a milestone for Chow Tai Fook as a step further in the brand transformation journey, bringing our rich heritage and craftsmanship to the world. Sydney’s vibrant cultural landscape and appreciation for timeless aesthetics make it the perfect home for our debut in this region. We look forward to connecting with the Australian community with jewellery that celebrates artistry, innovation, and enduring elegance.”
“It is a proud moment to debut Chow Tai Fook in Sydney, a milestone made possible by a true spirit of partnership and a shared vision between our teams,” said Nelly Ngadiman, Managing Director, Bluebell South East Asia & Australia. “Bluebell’s legacy of bringing global brands to Asia is matched by our deep pride in championing the region’s heritage icons on the world stage. We are honoured to be part of this exciting journey with Chow Tai Fook, connecting their unparalleled artistry with local audiences who share an appreciation for quality and craftsmanship.”
Located at Westfield Sydney, alongside global luxury fashion houses, the new store highlights Chow Tai Fook’s ambition to reshape global luxury. The store prominently features the brand’s iconic “Timeless Red” on its façade, blending contemporary design with refined oriental aesthetics. Inside, warm black walnut paneling is complemented by champagne-gold accents, creating an elegant and sophisticated environment that showcases Chinese craftsmanship and artistry while maintaining a modern, understated tone. The lighting and ceiling design further elevate the premium retail ambience. The store also features a dedicated VIP Lounge that offers an exclusive environment for product viewing and personalised service.
The partnership between Bluebell Group and Chow Tai Fook is anchored in a shared commitment to retail excellence and authenticity. By combining Bluebell’s deep expertise in luxury markets with Chow Tai Fook’s rich heritage, this collaboration accelerates the brand’s global trajectory, bringing its world-class craftsmanship and an elite shopping experience to the Australian audience.
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ABOUT CHOW TAI FOOK
Since its founding in 1929, CHOW TAI FOOK, the flagship brand of Chow Tai Fook Jewellery Group, has been celebrated for its bold designs and meticulous attention to detail. The Group’s commitment to innovation and craftsmanship has made it synonymous with excellence, value, and authenticity.
As the global Chinese luxury group, Chow Tai Fook blends contemporary designs with traditional techniques to create timeless pieces. Each collection reflects its customers’ stories and lives, celebrating their special moments. The Group aspires to inspire and captivate generations to come, weaving the story of CHOW TAI FOOK into their own.
The Group’s brand portfolio includes the iconic CHOW TAI FOOK flagship brand, HEARTS ON FIRE, ENZO, and MONOLOGUE, offering a wide variety of products that also includes an expanding range of cutting-edge IP collaborations. With over 5,000 stores worldwide, the Group offers a seamless client journey across all touchpoints that includes a network across China as well as a growing number of global locations.
Chow Tai Fook Jewellery Group Limited (SEHK: 1929) has been listed on the Main Board of the Hong Kong Stock Exchange since December 2011. The Group is committed to delivering sustainable long-term value for its stakeholders by continually enhancing earnings quality and driving higher value growth.
ABOUT BLUEBELL GROUP
Bluebell Group has pioneered building successful brands in Asia since 1954. As Asia’s partner of choice, Bluebell Group is present in Japan, South Korea, Mainland China, Hong Kong SAR, Taiwan, Macau SAR, Singapore, Malaysia, and Australia.
The Group’s distribution network includes flagship stores, shop-in-shops, counters, its own multi-brand concepts, as well as a highly selective wholesale network, together with both direct e- commerce and marketplaces, covering both domestic and Travel Retail. The Group operates across multiple product categories: Accessories, Footwear, Apparel, Fragrance, Beauty, Gourmet, Jewellery, Watches, and Tobacco.
A family-owned group, Bluebell Group today has over 2,500 employees, 650 points-of-sale, 170+ brand partners.
PRESS CONTACT
Bluebell Group
group.comm@bluebellgroup.com