Lee Hwa’s JewelPlay concept has opened at Bugis Junction, promising personalised jewellery and services for weddings.
Targeting millennial couples and fashion-forward shoppers, the 880sqft concept store features interactive touch-points and spaces geared to showcasing the brand’s bridal jewellery collection, Lee Hwa Romance, as well as its 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,” said Mavis Toh, business director of Lee Hwa Jewellery.
“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.”
She says Lee Hwa’s JewelPlay boutique is providing an engaging space for couples to “revel in the experience and celebrate their love story together”.
The store features a JewelPlay Mirror in front of which people can try on jewellery for Instagrammable photographs.
In the ‘Love Cove’ customers can receive a private consultation with a boutique staff member to explore creative bridal styles and personalisation.
Lee Hwa’s JewelPlay carries the widest selection of bridal jewellery among all of its stores, which includes global jewellery brands such as Destinee, Forevermark and Niessing as well as customisable wedding-band collections such as Ensemble Collection, Niessing Configurator, and Furrer Jacot Ringdividuell.
Couples can design their own jewellery Lee Hwa Jewellery’s My Personal Designer service.
Lee Hwa’s JewelPlay has launched a store-exclusive collection to celebrate the boutique’s opening.