JeweLuxe, the country’s annual premier fine jewellery and timepiece event, puts on one of the most dazzling displays for the discerning style set. Even during a pandemic, CEO and co-founder Angela Loh found a way to make it work – by tweaking the concept of a jewellery festival to create an even more elevated experience. Last month, JeweLuxe launched a four- month jewellery, timepiece, fashion and lifestyle festival at a 780 sq ft pop-up gallery at Scotts Square.
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A rotating list of 30 designers from Singapore and around the world, including Caratell, Daria de Koning and Marina B, will display their pieces based on different themes. Hybrid shopping experiences include intimate red-carpet trunk shows, virtual catwalks and in-store programmes. Now, customers have the rare opportunity to admire and contemplate their favourite gems in a more private setting, complete with personal shopping services.
“JeweLuxe Gallery is a great platform for promoting independent jewellery and timepiece brands. With measures gradually easing, we believe intimate, creative events are crucial for social interaction,” says Loh. “Luxury, lifestyle and art are about meeting creative people and exchanging ideas.”
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Pop-up venues that run for a few months also make it easier to navigate social distancing measures as there is less risk of event cancellations. “Planning is tough and many times, involves working within tight deadlines or making changes with very little lead time,” she explains.
Despite the challenges, Loh is determined to play a role in positioning the little red dot as a leading global shopping destination. The festival plans to return to the iconic venue Tent@Ngee Ann City next year. “It is time to recast the spotlight on Singapore’s ability to safely host international luxury events, and to invite global heavyweights and exciting young designers to showcase their cutting-edge and iconic creations.”
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