While the brand has long been loved by Asian audiences, Lieou’s first objective on board was to introduce Chow Tai Fook to other demographics as well. “Not just for Chinese people,” he adds. “I love to interpret Chinese culture and heritage for global audiences, and people who can appreciate the intricacy and timelessness of Chinese craftsmanship and gold craft.”

The Rouge collection does a fine job of reinventing that craftsmanship for younger, more international audiences by digging deep into the brand’s cultural core. The motif used across the collection translates the Chinese character for the word “fortune” – one-third of Chow Tai Fook’s name – into streamlined, asymmetrical shapes blending Chinese tradition with contemporary aesthetics.

The character is also a staple of Lunar New Year celebrations in many Hong Kong households, where its calligraphic presence on red paper strips is turned over during the holiday to symbolise the arrival or “pouring over” of good luck and blessings – this tradition also inspires the rotating movement on many of the collection’s brilliant gold baubles.

By squaring the traditional motif into something funky and fresh, infinite possibilities for the new collection were unlocked, Lieou says. “The graphic quality of the motif is also reminiscent of traditional Chinese window frames steeped in traditional culture. We used modern technology to create a ‘gold brick’ look and clean edges which are not normally associated with pure gold jewellery.”

Speaking of gold, it would be remiss not to mention Chow Tai Fook’s penchant for the nearly 100 per cent, pure 999.9 gold standard, a significant part of the brand’s history. Since 1972, when the brand first launched these gold products in the Hong Kong and Macau markets, it has set the industry standard – a rich legacy which the Rouge collection pays homage to in exciting and innovative new ways.

Lieou points out that the way in which pure gold literally shines through in Chow Tai Fook creations, as essential parts of their construction and not just quirks of their design, is a testament to the strength of the brand’s craftsmanship. The shimmery surface, sharply cut lines and finely tuned links of the high jewellery necklace are all built to support the heavy weight of gold so that the piece still fits lightly and perfectly on the collarbone.

For the Rouge collection, the Chow Tai Fook team also opted for square-pronged earring backs instead of the more conventional circular types to better suit their unconventional shape and design. More importantly, Lieou says the asymmetric earrings are also meant to complement a variety of hairstyles, shedding light on the down-to-earth ethos which consumers have cherished about the brand all these years – creating luxury jewellery for the modern-day working woman.

Inspired by traditional jade bangles, the Rouge collection’s red-enamelled and gold bracelets also come without a clasp to avoid throwing off their balance, making them perfect for stacking with other items from the collection or existing pieces in a woman’s wardrobe. The result is a bracelet which is both circular and linear, a deeply geometric piece reminiscent of the art deco aesthetic.

A choice which differentiates this collection from competitors is the deliberately minimal use of diamonds, which Lieou says would date too quickly in an otherwise youthful collection, and wouldn’t be true to the busy, on-the-move lifestyle of many younger consumers: “Diamonds aren’t easy when you’re running around town!” After all, becoming the go-to jewellery for every generation of consumers, even those currently out of the brand’s reach, remains the driving force for his vision.

“This approach not only respects our rich heritage, but also appeals to the modern consumer, bridging generations with designs that carry deep cultural significance,” Lieou says.

True to the Chow Tai Fook DNA, the Rouge collection marks an exciting new chapter for the historic Hong Kong brand, the product of home-grown knowledge married with international expertise.