Not the usual DIY jewelry
THIS IS for those who love customizing their accessories
The Netherlands-based customizable fashion jewelry brand, LOCK its, was recently launched in the Philippines bringing with it thousands upon thousands of jewelry possibilities to suit the style of almost anyone.
“We always go [to] watch and jewelry expos so then we came across this brand... and then we found the product to be unique,” Roy Chua, managing director of LOCK its told
BusinessWorld during the launch on Oct. 26 at the Vanilla Cupcake Bakery in Bonifacio Global City, Taguig.
The brand offers “a wide array of stainless steel lockets, necklaces, bracelets and watches,” according to a company press release, all of which can be mixed and matched using “interchangeable pendants and inserts (also called “coins”).”
The necklaces come in gold, rose gold, silver, beaded and even leather, while the pendants and coins come in different diameters — 20mm, 25mm, 33mm, and 40mm — and materials — gold, rose gold, silver, and crystals, among others. Everything from the necklace to the pendant (or the case of the insert) to the coin are chosen separately by the customer.
LOCK its range in price from P3,000 to P8,000.
“This is more of a fashion jewelry than fine luxury jewelry,” said Mr. Chua.
There are currently four stores in Metro Manila. The first one, in SM Megamall, opening in August followed by Glorietta, SM North EDSA, and, most recently, Robinsons Galleria. Another store is set to open “sometime in November” at the SM Mall of Asia said Mr. Chua as they are “rushing to open [ the store] before the holidays.”
Talking about future plans, he said: “We’ll see how far it will go. Perhaps a ballpark of maybe 30 to 40 [stores]... all over the [ key cities] in the Philippines,” but said that the number of stores will ultimately depend on the availability of space in the malls as LOCK its operates using kiosks.
Despite opening just a few months prior, Mr. Chua noted that the response has been very good.
“It’s been very good because you’ll see these types of products in social media, particularly in Instagram and Facebook. So when we launched it, people [ were familiar] with it right away,” he said, adding that their current market tends to be women in their 20s to 30s.
LOCK its in the Philippines currently operates a Web site but not an online store because Mr. Chua thinks “people would love to see it and touch it and wear it on and try to appreciate it before they buy it.” —