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Chow Tai Fook Jewellery finds way into hearts of millennials

'Cute' shift helps Hong Kong jeweler boost sales hit by Xi's war on graft

Chow Tai Fook is on track to log sales and profit growth for the second straight year, after suffering from a sagging bottom line for three years.   © Reuters

HONG KONG -- After nearly a century in business, Hong Kong's Chow Tai Fook Jewellery Group is in the midst of a youth movement, exemplifying the changes sweeping Chinese retail and the global market for luxury goods.

The storied jeweler, founded in 1929, typically caters to wealthy older consumers. But the company was forced to recalibrate its strategy after Chinese President Xi Jinping's anti-corruption campaign diminished demand for extravagances.

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