Summary
Overview
Work History
Education
Skills
Certification
Languages
Timeline
Generic
Lily KA LAI CHOI

Lily KA LAI CHOI

Macau

Summary

As a highly accomplished luxury retail executive with a 20-year track record, I've made significant contributions to the success of Chanel Watch & Fine Jewellery, driving sales growth, enhancing brand equity, and elevating the customer experience. My strategic initiatives have been refined through experience at prestigious brands, including Cartier and De Beers. My expertise includes watchmaking, jewelry, and diamond sales, complemented by a deep understanding of client relationship management and team leadership. I am committed to fostering collaborative environments and empowering teams to achieve exceptional results.

Overview

19
19
years of professional experience
1
1
Certification

Work History

Deputy Head Of Boutique

Chanel Watch & Fine Jewellery
02.2017 - Current
  • Strategic Planning: Contribute to the development and implementation of strategic plans for the boutique, focusing on sales targets, marketing initiatives, and overall business growth.
  • Team Collaboration: Work closely with cross-functional teams to ensure seamless service delivery and to address client needs effectively.
  • Client Relationship Management: Foster and maintain strong relationships with clients, ensuring a high level of satisfaction and trust.
  • Sales Support: Assist in the sales process by providing product knowledge, addressing client inquiries, and facilitating transactions to improve productivity.
  • Reporting and Documentation: Maintain accurate records of client interactions, appointments, and sales activities to support performance tracking and reporting.
  • People development & assist with On Boarding: Assist in organizing and facilitating training sessions for new hires and existing staff, ensuring they receive comprehensive knowledge about products, services, and customer engagement techniques.

Assistant store manager

De Beers
04.2015 - 02.2017
  • Strategic Execution: Work closely with Boutique manager to support the development and execution of boutique strategies focused on achieving sales goals, enhancing brand visibility, and driving overall business growth.
  • Sales Assistance: As a sales headcount, contributed to the sales process by providing in-depth product knowledge, addressing client inquiries, and facilitating smooth transactions to maximize sales performance.
  • Client Relationship Management: Built and maintained strong relationships with clients to foster loyalty, trust, and repeat business.
  • Reporting & Documentation: Maintained detailed records of client interactions, appointments, and sales activities to support accurate performance analysis and reporting.
  • People Development & Training: Assisted in-house training sessions to ensure a comprehensive understanding of products, services, and customer engagement techniques, supporting team development.

Boutique In-charge

CARTIER
11.2011 - 04.2015
  • Retail Excellence: Ensured consistent compliance with operational standards, driving the boutique’s overall performance and excellence.
  • Strategic Planning: Developed and executed comprehensive business strategies to achieve sales targets and elevate boutique performance.
  • People Development & Training: Played a pivotal role in training and retaining sales staff, emphasizing the delivery of exceptional customer service and the attainment of sales objectives.
  • Observation & Coaching: Monitored and coached the sales team to enhance product knowledge and customer engagement skills, fostering a culture of high performance.
  • Floor Support: Proactively addressed and resolved customer complaints to uphold high levels of client satisfaction.

Sales Associate

CARTIER
11.2009 - 11.2011
  • Customer Service: Provided tailored customer service by actively understanding client needs and recommending appropriate products, resulting in enhanced customer satisfaction.
  • Client Journey: Facilitated a seamless shopping experience by efficiently and accurately processing transactions, ensuring customer convenience and satisfaction.
  • CRM: Proactively identified customer requirements and responded effectively to foster loyalty and consistently exceed expectations.
  • VM & BOH Maintenance: Upheld high visual merchandising standards and organized back-of-house operations, ensuring a tidy and professional environment that reflects the brand's image.

Sales Consulter

Oriental Watch (Macau) Co. Ltd
05.2006 - 11.2009
  • Client Engagement: Built rapport with customers by understanding their preferences and providing tailored recommendations on luxury watch brands.
  • Customer Experience: Processed transactions efficiently to ensure a seamless and enjoyable shopping experience.
  • Product Knowledge Development: Broadened expertise in various luxury watch brands through in-house training and self-study, staying informed on features and brand distinctions.
  • Accounting & Administrative Support: Managed petty cash and assisted with basic accounting and administrative tasks to ensure accurate financial records.

Education

Master of Business Administration -

University of Northampton
London
03-2026

Post Graduate Diploma in Management -

Amity Global Institute
Singapore
03.2025

Bachelor's in Business Administration -

University of Science and Technology Macau
02.2015

High School -

GUANGDONG BOWEN School
04.2005

Skills

  • Strategic planning
  • Client relationship management
  • Team collaboration
  • People development
  • Sales support
  • Agile leadership
  • Project management
  • Business acumen

Certification

  • National Gemstone Testing Center (NGTC) Level 4, Apr 2023
  • Watches Specialist (FHH-Fondation Haute Horlogerie), Aug 2020
  • Manager Project (Adelaide Hospitality & Tourism School), Jul 2016
  • Four Days Advanced Colored Stone Seminar (IGI), Nov 2014

Languages

  • Cantonese, Native
  • Mandarin, Fluent
  • English, Fluent

Timeline

Deputy Head Of Boutique

Chanel Watch & Fine Jewellery
02.2017 - Current

Assistant store manager

De Beers
04.2015 - 02.2017

Boutique In-charge

CARTIER
11.2011 - 04.2015

Sales Associate

CARTIER
11.2009 - 11.2011

Sales Consulter

Oriental Watch (Macau) Co. Ltd
05.2006 - 11.2009

Master of Business Administration -

University of Northampton

Post Graduate Diploma in Management -

Amity Global Institute

Bachelor's in Business Administration -

University of Science and Technology Macau

High School -

GUANGDONG BOWEN School

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