LUXURY: Making a Connection
Jeweluxe founder and CEO Angela Loh talks to Karen Tee about how this independent watch and jewellery fair is courting a new generation of Asian luxury consumers
Angela Loh, founder and chief executive officer of Jeweluxe, reveals how this independent watch and jewellery fair is courting a new breed of Asian luxury consumers
Jeweluxe is a rare retail experience that marries the exclusivity of stepping into a luxury bricks-and-mortar store with the convenience of online shopping. This curated exhibition and festival of jewellery, timepieces and objets d’art was launched in 2017 by Angela Loh, who was also the creator and festival director of the now-defunct Singapore Jewelfest. With the ambition of becoming the “Baselworld of the East”, its line-up for Jeweluxe Singapore 2018 included big-name jewellery brands such as Betteridge, Federico Buccellati and Mouawad, alongside 11 independent watch and clockmakers from the Académie Horlogère des Créateurs Indépendants. Many of these jewellers and watchmakers also attend the consumer-centric event to interact with clients directly and share more about their creations.“it is our belief that when one buys something of high value on the premise of fully understanding its inspiration, materials, creation process, techniques, as well as the artist behind the work, there will be a deeper appreciation for this purchase,” says Angela.
How do you think Jeweluxe is disrupting the watch and jewellery industry?
Jeweluxe provides direct access to independent jewellery designers and watchmakers of high calibre, who range from emerging talents to those that are steeped in heritage. This allows for both the appreciation of their artistry, and the acquisition of their creations. As a new fair with room for quick manoeuvring, we aim to provide the most value and a unique experience for our participating brands as well as interested collectors.
To complement the fair, Jeweluxe also has an e-commerce portal. How does this digital platform elevate the luxury retail experience?
The retail landscape is changing, becoming more event-centric and digital, and less dependent on walk-in customers. The convenience of online shopping has become a way of life and is the result of the hectic lifestyles we lead. Offering this online convenience complements the other experiences we offer. For example, we also have curated presentations in different forms throughout the year, and we are constantly injecting excitement with different thematic showcases to engage our clientele. They are also treated to hosted events and special presentations, with the option to either purchase items on the spot if limited pieces are available, or order online with support from our concierge after the event.
How is Asia driving the growth for fine jewellery and watches?
With all the travelling and other forms of exposure that the wealthy and younger generation have access to now, there is a new type of Asian shopper, in particular the millennial consumer, who has increasing appreciation for creative, imaginative pieces from designers around the globe. They buy pieces simply because they like the designs and how wearing these items makes them feel. In our opinion, this category of shoppers has the most potential for growth in Asia, as the region’s consumers grow more sophisticated and discerning in their jewellery tastes and search for pieces which embody their personalities, reflect their tastes and tell their personal stories.
Jeweluxe showcases vintage pieces. Asians are traditionally not known to favour vintage items. Is that perception changing?
Mindsets are moving away
from the deeply entrenched Asian preference of not owning something pre-loved, or the idea that it is unlucky to wear another man’s watch. For watches, being open to buying pre-loved and vintage watches means that you have access to discontinued innovations or designs which might not have been easily attainable in the past. As for jewellery, estate pieces have history and offer a glimpse into jewellery-making of the past. Certain craft techniques are particular to a certain time period, such as the use of enamel during the Art Deco period. Similarly, diamonds were cut differently in the past and they have a different kind of sparkle from modern diamonds. Some were even cut by hand, which adds a certain character and romanticism.
Some watch brands are starting to pull out of the international trade fairs. What is your view of what will happen next?
The changing retail landscape resulting from the rise of digital platforms and online shopping has shifted the buying influence from retailers directly to the consumers and brands. The demand for jewellery and timepieces has, in fact, become stronger as consumers show growing interest in connecting with the makers. As a result, there is a shift in the makers’ business strategy to one of more direct engagement with the consumers.
“The retail landscape is changing, becoming more event-centric and digital, and less dependent on walk-in customers”