HONG KONG — August 22, 2025: Eleven of Hong Kong’s leading fashion and lifestyle retailers have been officially recognised under the city’s Quality Tourism Services (QTS) Scheme, highlighting their commitment to world-class service standards, authentic products, and customer-first experiences.
The announcement, made in partnership with the Hong Kong Tourism Board (HKTB), underscores the city’s growing position as a premier global shopping hub at a time when Hong Kong is intensifying efforts to attract international visitors and strengthen its retail economy.
What the QTS Award Means
The QTS Scheme was first introduced by the HKTB to ensure visitors can confidently shop and dine in Hong Kong without concerns about quality or transparency. Businesses accredited under the scheme must pass rigorous annual assessments covering:
- Product authenticity and transparent pricing
- Customer service excellence, including staff training and support
- Clear refund and after-sales policies
- Consistency across multiple locations
This year’s announcement puts a spotlight on 11 award-winning stores that represent the best of Hong Kong’s jewellery, footwear, fashion, and lifestyle offerings. For travelers and local consumers alike, these names serve as a trusted guide to shopping in the city.
Jewellery Leaders Drive Recognition
Hong Kong’s reputation as a global jewellery hub was reinforced by the inclusion of several long-established brands.
- Emphasis — Known for its innovative approach to daily-wear fine jewellery, blending avant-garde design with practicality. The brand offers gender-neutral collections and frequently hosts in-store events and workshops to build stronger connections with customers.
- Lukfook Jewellery — Founded in 1991, Lukfook has expanded to more than 3,100 locations worldwide. Its award reflects not only exquisite design but also a service philosophy based on six pillars: greeting, caring, listening, helping, advising, and following up. Complimentary engraving and cleaning services further enhance its appeal.
- TSL Jewellery — With over 60 years of history, TSL is a household name that bridges traditional craftsmanship and contemporary design. Its personalised after-sales service model ensures every purchase becomes part of a lasting relationship.
- Chow Sang Sang Jewellery — A brand with more than 90 years of heritage, Chow Sang Sang represents timeless quality while adapting to modern design trends. Its consultants are recognised for offering expert guidance and ensuring customers feel supported through every stage of the buying process.
- Ragazza — A rising premium maison specialising in both natural and lab-grown diamonds, Ragazza has been recognised for its strict GIA-certified standards and personalised engagement ring design services.
- 3DG Jewellery — Distinguished for its “Stylish Femme” collection and its four brand personas, 3DG highlights how modern jewellery design can embody individuality while offering extensive after-sales care, cross-border services, and VIP programmes.
- CSS Jewellery Co. Limited — Established in 1938, CSS represents heritage and innovation combined. Its focus on premium diamonds and customer education earned it QTS recognition once again.
Together, these brands demonstrate how Hong Kong continues to anchor itself as a world centre for luxury jewellery, blending historic expertise with modern retail service.
Fashion and Lifestyle Brands Recognised
Beyond jewellery, the QTS Scheme also highlighted Hong Kong’s vibrant fashion and lifestyle retail scene.
- C.P.U. — A leader in sneaker culture, C.P.U. curates limited-edition releases from global names such as Nike, adidas, New Balance, Asics, and Veja. Its after-sales care and sneaker workshops helped secure its place among this year’s honourees.
- Joy & Peace — A high-end footwear brand merging European craftsmanship with modern comfort. Its “Cushy Cushy” workwear shoe line, alongside its custom-made services and free 90-day care programme, highlights how fashion and functionality can coexist.
- Staccato — A homegrown Hong Kong brand recognised for stylish and accessible footwear collections. Its membership programme, offering early access to new lines and reliable after-sales support, underscores its customer-first strategy.
- Victorinox Hong Kong — A Swiss heritage brand with deep roots in Hong Kong retail, Victorinox is best known for its Swiss Army Knife™ but also offers premium watches, travel gear, and fragrances. Its lifetime warranty and personalisation services helped it achieve this year’s QTS recognition.
Hong Kong Tourism Board on the Significance
According to the HKTB, recognising these stores under the QTS Scheme is more than a matter of branding — it is a signal of trust to international tourists. In recent years, visitor surveys have consistently shown that shopping is one of the top three motivations for travel to Hong Kong, alongside dining and cultural exploration.
By expanding the network of accredited stores, the HKTB aims to reassure travelers that Hong Kong remains a safe, reliable, and rewarding destination for retail experiences.
The Bigger Picture: Hong Kong Shopping in 2025
The recognition of these 11 stores comes at a pivotal time for Hong Kong. The city has been actively diversifying its retail ecosystem, not only focusing on luxury malls but also promoting boutique labels, independent designers, and cultural districts.
Sheung Wan’s recent designation as one of the “coolest neighbourhoods in the world” reflects this trend, drawing attention to how global shopping capitals are no longer defined solely by luxury but also by authenticity, creativity, and community-driven retail.
At the same time, Hong Kong continues to rank highly in international talent and tourism competitiveness reports, reinforcing its reputation as a gateway for both East and West.
For Consumers and Visitors
For shoppers, the news provides a reliable map of stores where quality is guaranteed. Whether visitors are searching for bespoke jewellery, designer sneakers, or personalised Swiss watches, these QTS-accredited stores deliver both product authenticity and peace of mind.
For the brands themselves, the recognition helps strengthen customer loyalty while signalling to global tourists that they uphold service excellence in line with international standards.
Looking Ahead
As Hong Kong prepares for major global events and further tourism recovery in 2025, retail will remain a core driver of its economy. With initiatives such as the QTS Scheme, the city continues to leverage its retail strengths to build confidence among visitors and reaffirm its role as one of the world’s top shopping destinations.
