Chow Tai Fook bolsters SEA growth with new international GM role

Chow Tai Fook Jewellery Group has appointed Gabriela Ferreira (pictured) as general manager, international, who will lead the group’s strategic expansion in Southeast Asia (SEA) and other international markets.

The appointment reflects the group's commitment to deepening its footprint in core international growth markets and amplifying the brand's visibility globally, according to the release.

It is pursuing growth opportunities in the SEA region driven by a factors such as a rising middle class, projected economic growth in the region, a recovery in tourism, and sustained local market demand for jewellery. 

Within the newly created role, Ferreira will report directly to Kent Wong, managing director, Chow Tai Fook Jewellery Group. She will be responsible for the group's growth strategy in SEA and build a team in Singapore to support business expansion in the region.

Furthermore, Ferreira will focus on enhancing brand desirability and identifying new point-of-sales (POS) growth opportunities for the jewellery brand. She will oversee the group's product mix and direct retail, wholesale and travel retail channels in the region and internationally.

Ferreira is experienced in managing international operations for consumer brands across the wholesale, retail, and logistics industries.

Prior to joining Chow Tai Fook, she served as the general manager for Southeast Asia and Oceania at LOEWE, where she established and led cross functional teams overseeing key business functions such as operations, merchandising, customer relationship management, marketing, training, and visual merchandising.

Prior to LOEWE, Ferreira held roles at adidas Hong Kong, PVH Asia (Calvin Klein) and Jet-Speed Air Cargo Forwarders.

“In line with our strategic direction, Ferreira will drive the expansion of Chow Tai Fook Jewellery’s retail network in popular travel retail markets and in areas with a significant customer population who understand and appreciate Chinese culture, art and beauty, all of which Chow Tai Fook Jewellery brings to life through its collections, brand and overall customer experience”, Wong said. 

“Ferreira's industry expertise will be invaluable as we continue to explore opportunities in existing and new international markets where we see strong existing and future demand for our collections," added Wong. 

In recent years, the group has established a footprint in SEA and other markets. It has seven points of sale in Singapore, seven in Malaysia, three in Thailand, two in the Philippines, two in Vietnam and one in Cambodia as of 30 June 2024, according to the release. 

Don't miss: Chow Tai Fook refreshes brand identity to celebrate 95 years

Back in April, the group unveiled its transformation plan to celebrate its 95th anniversary and rejuvenate the brand. As part of the rebrand, the group has introduced a new vision that sets the direction for its future. The vision states, "To be the leading global jewellery brand that is a trusted lifetime partner for every generation" (引領珠寶行業，相伴世代人生). 

The group has also launched a new consumer-facing logo that represents its legacy in a modern and dynamic way. The new design captures both the history and commitment to a vibrant, forward-looking identity while reflecting the brand in a classic, timeless, and iconic way.

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