Singapore: Luxury jewellery often evokes thoughts of opulence and extravagance. However, a new initiative is proving that these gems can also serve a greater purpose. The MUS Zenith Affair, a bespoke jewellery boutique situated in the prestigious Raffles Arcade, has launched its fifth consecutive charity fundraiser in support of Dementia Singapore. This year’s initiative, themed “Gems from the Heart,” features an exclusive collection designed by five distinguished jewellery enthusiasts, combining elegance with philanthropy.
The Initiative
The charity campaign, which has gained momentum over the past five years, adopts a unique “give while you get” approach. In essence, donations made by contributors are rewarded with exquisite pieces of jewellery from MUS.za, or curated gifts from the brand’s partners, which include luxurious hotel stays and other fine accessories.
Meet the Guest Designers
This year, five individuals were invited to guest-design pieces for the charity collection, each bringing a unique perspective to the theme of “hearts and arrows.” The distinguished designers include private investor Wendy Long, MTM Labo managing director Kelly Keak, homemaker Patricia Kaunang, philanthropist Tai-Heng Cheng, and MUS.za’s chief designer Christine Yip.
The Origin of the Fundraiser
The founder of MUS Zenith Affair, Esther Ho, became acquainted with Dementia Singapore during the COVID-19 pandemic when the organization was in need of test kits. Motivated by her desire to assist, Ho began her journey with the charity. Initially setting a modest fundraising goal of $20,000, her aspirations soon expanded, resulting in a remarkable total of $100,000. This year, Ho is determined to reach an ambitious target of $300,000, aiming to maximize the impact of the charity’s efforts.
In a recent press preview, Ho expressed her enthusiasm for this year’s initiative. She emphasized the importance of engaging donors by introducing new facets to the campaign. For instance, in 2021, she launched a 133-page coffee table book titled Gems of Memories, with all proceeds directed towards Dementia Singapore.
A Unique Collection
The highlight of this year’s fundraiser is the exclusive collection designed by the five guest creators. Each designer was given the freedom to interpret the “hearts and arrows” theme in their own distinct way.
Patricia Kaunang’s design playfully references the popular finger heart gesture from Korean television, featuring pairs of gemstones such as turquoise, rubies, emeralds, and sapphires set at an angle on an arrow-shaped brooch.
Wendy Long’s “On Point” suite includes a stunning trio of pieces—a brooch, ring, and earrings—featuring carnelian hearts accented with diamond-set rose gold arrows.
Kelly Keak’s “Brighter Hearts” earrings and necklace reflect her sentiments about family and generosity, incorporating articulated tiers of pavé diamonds set in white gold alongside a heart of yellow gold, symbolizing a luminous and generous heart.
Christine Yip’s “Open Heart” brooch plays on the Mandarin phrase kai xin, meaning “happy” or “open heart.” The design features a diamond-set open heart supported by a yellow gold arrow, intentionally designed to point at the wearer’s heart.
Tai-Heng Cheng offers perhaps the most creative contribution with his “Nails and Souls” collection. Inspired by a 1907 experiment suggesting that the weight of the human soul is 21 grams, Cheng designed bracelets, a lapel pin, and a ring that each weigh precisely 21 grams. Each piece features gemstones, such as tourmalines and diamonds, weighing 2.10 carats. The ring, inspired by a casket, serves as an ornamental box for treasured objects, concealing a 2.10-carat diamond within a screwed-on gold lid.
Production Process
The production of this exclusive jewellery collection took approximately two weeks. Ho temporarily halted work on MUS.za’s own designs to prioritize the completion of the guest designers’ pieces. Cheng’s casket ring posed the most significant challenge, with Ho emphasizing that it would be a one-off creation, adding to its uniqueness.
The collection, along with additional pieces from MUS.za’s own collection, is currently available for viewing at the boutique in Raffles Arcade and on their Instagram page. A portion of the proceeds will be donated to Dementia Singapore, and online donations are also welcomed.
Community Engagement
The “Gems from the Heart” fundraiser is designed to engage the community while providing a platform for luxury to make a meaningful impact. It seeks not only to raise funds for Dementia Singapore but also to raise awareness about the challenges faced by those living with dementia and their families.
Esther Ho encourages everyone to participate in the fundraiser, highlighting that every contribution, no matter how small, can make a difference in the lives of those affected by dementia. The initiative serves as a reminder that luxury can coexist with social responsibility, and that beauty can be a catalyst for change.
Conclusion
As the “Gems from the Heart” fundraiser approaches its conclusion in November, the collective effort of the guest designers, along with the support of the community, aims to make a significant impact on the lives of individuals affected by dementia. With an ambitious target of $300,000, the initiative embodies the spirit of giving, showcasing the power of collaboration between the luxury industry and charitable organizations.
This year’s collection not only highlights the artistry and creativity of its designers but also reinforces the idea that luxury jewellery can be a force for good. By participating in this charitable initiative, supporters contribute to a meaningful cause while enjoying the beauty of finely crafted jewellery. As the campaign unfolds, the community remains hopeful for a successful outcome, eager to witness the difference their generosity can make.
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