UK fine jeweller Solange Azagury-Partridge has opened a second store in Asia and its first store in Hong Kong – at IFC Mall in Central.

Solange’s first foray into Asia was in Singapore at the Takashimaya shopping centre.

The new Hong Kong flagship showcases a range of the designer’s signature pieces. The boutique’s facade is highlighted with a ‘shooting star’ window, the interior expresses luxury, beauty and a hint of rock and roll, all designed by Solange herself.

Other prominent features include a VIP room covered with Swarovski crystal, hidden doors and discreet alcoves. The steel and bronze mirrors and cabinets and chained fringe tables accentuate the luxury of the boutique.

The Hong Kong store is seen as a doorway to future expansion into mainland China.

Solange also plans to enhance its digital marketing strategy by launching e-commerce in Chinese language. It plans to use Chinese social networks such as Tutou and Renren for its viral marketing.

Solange’s first boutique was opened in 1995 in Notting Hill, in London. The brand has been expanded to four locations in the world – New York, Beverly Hills, Singapore and now Hong Kong.

Solange’s design and craftsmanship are worn by celebrities such as Kate Moss, Rachel Weisz, Sarah Jessica-Parker, Madonna, Jennifer Aniston, Sienna Miller, Tilda Swinton and Thandie Newton.

GB