SK Jewellery has formally unveiled a flagship Shanghai bridal jewellery store, under the Love & Co brand.

In Hong Kong Plaza, it specialises in bespoke bridal jewellery.

It is the group’s second outlet in China, serving as a “solid anchor” for expansion, says the jeweller. It plans to open stores in other tier-one cities in phases over the current fiscal year.

Chief executive Daniel Lim says the latest store is another “strategic milestone” for the group’s expansion.

He says bridal jewellery has been, and will continue to be, an essential item in traditional Chinese wedding customs.

Coupled with an increase in disposable income and growing acceptance of Western wedding customs by millennial couples, the store’s opening represents untapped potential for the Love & Co brand.