The boutique echos a combination of fun, intimate and bespoke moments through its romantic experiential design
Singapore, July 2019 – With the successful debut of Lee Hwa’s JewelSpace at their Suntec City boutique in 2018, Lee Hwa Jewellery is elevating its latest boutique, Lee Hwa’s JewelPlay at Bugis Junction, with elements of fun and romance. Targeted at millennial couples and fashion-forward shoppers, the boutique at Bugis Junction receives a complete makeover and reopens its doors in July.
Lee Hwa’s JewelPlay breaks the rules of traditional jewellery store formats and redefines the customer experience by transforming jewellery shopping into a time of creative expression and carefree play – hence its name. Thoughtfully designed, the boutique is packed with a slew of interactive touch-points and spaces geared at showcasing the brand’s bridal jewellery collection, Lee Hwa Romance, as well as their extensive multi-wear series catered to the young and the young-at-heart.
“Besides the trendsetting multi-wear jewellery for daily wear, we observed a growing demand among young couples. We want to be a part of every couple’s unique love journey, from couple bands, to proposal ring, wedding bands, bridal jewellery, and anniversary gifts. Every piece of jewellery is a celebration of love, a memory to behold. With our new JewelPlay boutique, we are providing an engaging space for them to revel in the experience and celebrate their love story together,” Mavis Toh, business director of Lee Hwa Jewellery
Donned in millennial-favourite shades and metallic sheens, the boutique is not only an upgrade from 560 sq ft to 880 sq ft but a refreshing yet casual variant from the usual jewellery retail stores. Drawing inspiration from art galleries, jewellery pieces are placed in vertical wall displays built for eye-level viewing. Here are some of the store highlights:
1. JewelPlay Mirror
Customers can try on their favourite jewels in front of the store’s JewelPlay Mirror, a vanity mirror similar to the ones red-carpet stars have in their dressing rooms. Its adjustable lighting promises plenty of gram-worthy opportunities for customers to capture that perfect selfie or wefie.
2. Love Cove
Customers can wander deeper and make their way to the Love Cove, a dedicated area for a private consultation with boutique ambassadors to explore creative bridal styles and personalisation. Like its name suggests, couples can expect heart-fluttering moments while selecting their wedding bands by looking up to admire a ceiling dressed in a bed of luxurious roses.
A one-stop boutique for couples, Lee Hwa’s JewelPlay carries the widest selection of bridal jewellery among all of its stores, which includes global jewellery brands such as Destinée, Forevermark and Niessing as well as customisable wedding bands collections such as Ensemble Collection, Niessing Configurator, and Furrer Jacot Ringdividuell. For couples who prefer to design and bring their dream wedding jewellery to life, they can do so with Lee Hwa Jewellery’s My Personal Designer service.
3. Love Insignia
The traditional Lee Hwa’s Jewelspace also includes three “Playspaces”: interactive and highly Instagrammable “simulated” environments. Dubbed “Playspace”, these installations encourage customers to try on the jewellery, have a bit of fun, and to share these moments with their friends and family on social media. The pièce de résistance of Lee Hwa’s JewelPlay is the Love Insignia – a heart structure inspired by the Pont des Arts Bridge in Paris where couples fasten a padlock with their love dedication onto a fence, and throw away the key to represent their unbreakable love and commitment.
At Lee Hwa’s JewelPlay, couples who purchase wedding bands at the store can partake in this romantic tradition by “locking” their love onto this beautiful three-dimensional heart structure. The traditional Lee Hwa’s Jewelspace also includes three “Playspaces”: interactive and highly Instagrammable “simulated” environments. Dubbed “Playspace”, these installations encourage customers to try on the jewellery, have a bit of fun, and to share these moments with their friends and family on social media.