Lee Hwa Jewellery, a subsidiary of Aspial Corporation, has launched the first phase of a campaign to capture the engagement, wedding and anniversary jewellery market.
Lee Hwa Romance is the brand’s first step toward customising jewellery, specifically for couples seeking personalised engagement rings and wedding bands, or anniversary rings with an intimate message.
To grow its in-boutique services, the brand is also launching digital omni-channel platforms. By swiping iPads, customers will be able to visualise their personalised designs within minutes. Couples can book one-on-one appointments online for personal consultations in the privacy of new wedding suites.
Lee Hwa Jewellery offers one of Singapore’s largest ranges of bridal jewellery and customisation through its exclusive international brands including Forevermark, Furrer Jacot and Niessing.
“While we do offer personalised wedding-band design services from our international brands, such as Furrer Jacot’s Ringdividuell and Niessing’s Design Your Own, as a Singaporean brand we are proud to be launching our very own offerings for couples,” says Lee Hwa Jewellery brand manager Chian Yu Xian.
“As more and more young people want to be involved in the process – from conceptualisation to imprinting their most intimate symbols of love, we strongly believe The Ensemble Collection will have a lot of resonance.
“We want them to be involved in every step – choosing the colour of the gold, the size, width and texture of wedding bands, the inclusion of diamonds, engravings and more.”
Depending on the design, wedding bands will be ready within three weeks.
Lee Hwa Jewellery introduced the world’s first 19K solid purple gold in 2000 and was also the first company to popularise white gold.
It is the official Singapore licensee of Forevermark, a diamond brand from the De Beers group of companies, and also the exclusive distributor of jewellery from such international brands as Annamaria Cammilli from Italy, Destinee from Belgium, Furrer Jacot from Switzerland, Niessing and Stenzhorn from Germany, and Yoko London from the UK.