This jeweller is the first Singapore designer to showcase at Harrods
When rumblings of a foreign new virus first began spreading across the globe tardily terminal twelvemonth, Simone Ng, one of Singapore'southward top jewellery designers, and the team backside her eponymous label Simone Jewels, recalls feeling afraid.
"Nosotros were all wondering, what is happening? This virus was affecting not just our land and neighbouring ones, it was spreading worldwide," the 46-year-old Malaysian-built-in jeweller shared.
In the works were plans to showcase the high jewellery label at various trade and fashion shows around the world this twelvemonth, including Couture Las Vegas and Jewellery Arabia in Bahrain. The label was also meant to debut at Paris Way Week.
While all these plans had to exist shelved, Ng understood that in the face of crisis, at that place's always a silverish lining.
"This is the time when I hear my grandmother telling me, 'Yous have to be a master of opportunities, not a slave to challenges'. That gave me the strength to expect at the state of affairs and meet what opportunities we could create out of it," she shared.
JEWELLERY WITH STORIES
In a manner, Simone Jewels, which was launched in 2006, was prepared for a world where the rules of retail take been rewritten. Rather than operating out of a physical bazaar, appointments with clients are an exclusive affair, conducted at the label'southward private studio.
The label'southward creations are simply as exclusive equally its ownership experience, with merely ane piece per blueprint. Describing her jewellery as "wearable pieces of art", Ng works primarily with coloured gemstones, drawing inspiration from historical dramas and her travels effectually the earth.
There'due south an intriguing story backside every ane of her designs, and most of the label'southward jewellery are likewise designed to be multi-functional.
"Every year, we have a drove theme, which is e'er based on history," Ng shared. "I love history, and I find information technology very meaningful to share historical stories with my clients through my designs."
Simone Jewels' latest drove is titled Bombshell, inspired past the documentary of the same name. The collection tells the story of 1940s Hollywood star Hedy Lamarr. Aside from being known as ane of the most legendary actresses of her fourth dimension, Lamarr is also credited every bit the inventor of "frequency-hopping", which today is used in some of the world'due south most ubiquitous engineering science including WiFi, Bluetooth and GPS.
"These are not fictional stories, they're real," Ng shared. "And because our inspiration changes every year, our designs also change drastically. Customers are very happy to follow us on our journey. Even though we're only 14 years old, a lot of them have been with us for more ten years."
"Nosotros're changing perspectives to say that it is okay to buy high-value luxury items online." – Simone Ng
DISRUPTING THE BUYING SCENE
While the pandemic has spurred traditional businesses to adopt digital operations, Ng was already one step alee. In 2019, she launched Jouer by Simone – a customisable jewellery label that operates fully online.
As a diffusion brand, Jouer by Simone was created equally a "stepping stone for those aspiring to ain Simone Jewels' loftier jewellery creations," Ng shared. "Price points are a lot more accessible. But more than importantly, the jewellery is designed for daily wear, and for people who desire a say in creating their pieces."
The new characterization lets customers cull from a range of chichi, contemporary designs, with collections that speak to unlike personality types, including Artist, Edgy, Rockstar and Ocean Girl.
On the label's e-commerce site, customers can also customise designs to fit their own individual preferences. For example, on a single ring, customers tin choose the gilt purity, enamel colours, and fifty-fifty engravings they'd like on a piece.
"We felt that this was very current. In fact, I think we are as well electric current," Ng mused. "When customers go to any east-commerce website, they await to choose the pattern they like, size and quantity before checking out. Merely for Jouer by Simone, customers get a different combination of choices for each blueprint. They don't realise that they can do so much more on our site, and one time they get to our customisation option, it's merely heed-boggling to them."
While Jouer by Simone is definitely disruptive, Ng admited that when the characterization first launched, people couldn't wrap their heads effectually the thought that its system could exist so sophisticated. Clients, particularly those in Singapore, were also quite hesitant to buy jewellery online, especially if they hadn't seen the designs in person.
Undeterred, Ng describes this as a "happy problem". Alongside images, videos have been added to the site for customers to have a better perspective on what they're buying. "We merely need to educate people near what this platform stands for."
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Jewel Education
Every bit countries around the world hunkered down at home in quarantine, to continue interacting with its customers, Simone Jewels took its masterclasses online.
"We started our masterclasses about two years ago, but it was always conducted as an actual class in person. But I have to say, this pandemic is quite a blessing. When we held our masterclasses before, we could only have in a maximum of 12 students due to the hands-on nature of the feel. But now that we have taken the class onto a digital platform, there are no more borders and we are able to accept in more students," Ng reflected.
Across educating the public on a diversity of topics surrounding gemstones, these online masterclasses are as well a way for the brand to achieve new clients, especially at a time when people prefer to stay home.
Ng revealed that during Singapore'south circuit breaker period, Simone Jewels witnessed an uptick in sign-upwardly and attendance rates. The masterclasses are free, and open to anyone wishing to learn more about gems. Topics include differentiating between spinels and rubies, understanding the departure between heated and unheated stones, and how to spot a fake pearl.
"Earlier, customers were not so comfy buying jewellery online because they didn't know enough about what they're ownership," Ng said. "We're irresolute perspectives to say that it is okay to buy high-value luxury items online."
"During this time, what has inverse in the jewellery consumption scene is that people don't desire to buy small. They desire to buy big." – Simone Ng
READ> Meet the Singaporean gem collector who likens his collection to family recipes
LONDON CALLING
Through the years, Ng has been steadily edifice international recognition for Simone Jewels. London, Ng revealed, is an important market for the brand. "The UK caters to a very international crowd that'due south mostly affluent, which is our target marketplace," Ng shared.
In London, Simone Jewels is represented by international agency, The House of Luxury. The brand has a permanent installation at House of Luxury's boutique at Mayfair, and earlier this twelvemonth, it fabricated its debut at London Manner Week.
This year, even so, has proven challenging for any brand to make a foray into overseas markets. Despite the odds, this month, Simone Jewels scored what is perhaps the brand's biggest break yet – a pop-up showcase at London'south world famous department store, Harrods.
Harrods, Ng shared, is notoriously selective when it comes to the brands it showcases. She believes that it's Simone Jewels' exclusivity, and the investment value of its jewellery, that garnered Harrods' attention.
"During this time, what has changed in the jewellery consumption scene is that people don't want to buy small. They want to buy big. They want to purchase jewellery that they know have investment value. A lot of the brands out at that place don't offer that, but that's what we are all well-nigh."
"We're extremely, extremely excited," Ng chirped. "It'south a dream come true for any brand to get into Harrods. Showcasing at Harrods ensures that you're taking a big leap from being a small brand towards beingness recognised worldwide."
This makes Simone Jewels the outset Singapore-based jewellery label to debut at Harrods. The popular-up showcase, helmed by House of Luxury, will run from October 15 to November 14. It will showcase the label's Quintessentially British drove, which takes inspiration from the English Georgian period.
"I'm however on cloud nine. In spite of a pandemic, we're even so trying to internationalise the make," said Ng. In terms of her plans for the futurity, Ng divulged, "While Harrods is a great start, nosotros are hoping bigger names volition get onboard our brand. Ultimately, nosotros aim to have our very first retail store, and that would be in London."
"It's a dream come up truthful for any brand to get into Harrods. Showcasing at Harrods ensures that you lot're taking a large leap from a beingness a small brand towards being recognised worldwide." – Simone Ng
MOTHER NATURE'Southward GIFTS
If there's one affair that Ng has learnt this year, it'southward to never permit setbacks get you downwards. "Nosotros've had to reinvent and transform all our strategies, and move out of our condolement zone," Ng reflected.
Looking dorsum on her career as a jewellery designer, Ng feels blessed to exist working with "precious materials that Mother Nature produces".
"I know that I'1000 non making people spend their savings on something that's frivolous. I'm helping them to purchase wisely so that as time goes past, the jewellery they own will appreciate in value."
Ultimately, it'due south the relationship with her clients that she has built over the years that gives her the virtually satisfaction. "I'm in a happy business," she said. "Being a part of my clients' milestones is really priceless. I call back that's the biggest pay-off."
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Source: https://cnalifestyle.channelnewsasia.com/people/singapore-jewellery-designer-simone-ng-jewels-harrods-236306
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