Singapore is fast emerging as a prominent destination for independent jewellers, attracting creativity and high-spending clientele. This trend is exemplified by unique establishments such as State Property and Simone Jewels, which highlight the growing appreciation for bespoke artistry in the local jewellery scene.
State Property: A Local Gem
Located on a quiet street opposite the Peranakan Museum, the boutique of State Property stands out in a white art deco building. Founded by the husband-and-wife duo Afzal Imram and Ruiyin Lin, the brand has successfully carved a niche for itself in the fine jewellery market. Imram, an industrial designer, and Lin, who trained at Central Saint Martins, aim to create unique pieces that reflect their artistic vision.
State Property has gained international recognition, particularly after expanding into North America. The brand’s distinct aesthetic and commitment to craftsmanship have contributed to its growing profile, allowing it to compete with established global names in the jewellery industry.
Simone Jewels: A Discreet Powerhouse
On the other side of the city lies Simone Jewels, a discreet showroom established 18 years ago by Malaysian-born jeweller Simone Ng. The brand made headlines in 2020 when it became the first Singapore jeweller to be featured in the prestigious Harrods department store in London. Ng’s work has also garnered attention from retail clients in Paris and the United States.
While Ng’s clientele extends beyond Singapore, she is celebrated locally for her one-of-a-kind artistic high jewellery pieces. Drawing inspiration from her passion for history and architecture, particularly the palaces of Istanbul, Ng’s creations include a gender-neutral collection called “Tattoo,” featuring symbol-shaped pendants and cocktail rings.
A Flourishing Local Jewellery Industry
Despite its small size, Singapore boasts a vibrant jewellery industry, nurtured by a mix of creativity and affluent consumers. Unlike larger jewellery manufacturing hubs such as Hong Kong and Bangkok, Singapore’s strength lies in its artistic offerings. Ng explains, “Most things in Asia are generally mass-produced, and creating one-in-the-world pieces is one of the reasons why we started the brand.”
She further emphasizes that the city caters to diverse jewellery preferences. “Some customers prefer simple designs, while others gravitate towards large and luxurious pieces. There are also those who only buy from luxury brands,” Ng notes.
As a major shopping destination in Southeast Asia, Singapore attracts many international luxury brands. Ng estimates that approximately 45% of her clientele for bespoke designs come from other Southeast Asian countries, while 50% are Singaporean and the remaining 5% hail from the rest of the world.
A Shift in Clientele Demographics
A notable trend in Singapore’s jewellery market is the rise of self-purchasing women as a core customer base. According to Imram, many of these clients are successful professionals, including bankers, doctors, and an increasing number of C-suite executives and entrepreneurs from various industries, including cryptocurrency.
While many local clients start their jewellery collections with renowned brands like Cartier, Tiffany & Co., and Bulgari, there is a growing acceptance and demand for independent, local labels. Imram reflects on this shift, stating, “We’ve seen a growing acceptance of local, independent labels, like State Property.”
Adapting to Diverse Tastes
As State Property expands its presence, particularly in North America, the brand is learning to adapt its approach to meet the preferences of diverse clientele. Imram highlights the importance of understanding different lifestyles, spending habits, and cultural nuances across markets. “This allows us to break out of a narrow creative perspective and helps us design better,” he explains.
The modern art deco aesthetic of State Property is influenced by historical garden blueprints, combining materials such as gold, emeralds, diamonds, and black enamel. Their collections include bangles, earrings, pendants, and signature three-finger rings, alongside popular signet rings.
Interestingly, Imram notes that American clients have slightly different tastes compared to their Singaporean counterparts. However, a common theme among all clientele is the appreciation for the high quality of their products. “One thing we hear from everyone is how the quality of our products is top-notch, which is something I have to thank our discerning Singaporean clientele for,” he adds.
The Global Appeal of Singapore’s Jewellers
The international recognition of Singapore’s independent jewellers highlights the city-state’s burgeoning reputation as a creative hub in the jewellery industry. The unique fusion of local craftsmanship, artistic innovation, and cultural influences sets these brands apart in a global market often dominated by mass production.
As more independent jewellers like State Property and Simone Jewels carve their niche, they contribute to the vibrant tapestry of Singapore’s jewellery landscape. The increasing interest from both local and international clients signifies a promising future for the industry, fostering an environment where creativity thrives and bespoke artistry is celebrated.
Conclusion
Singapore’s emergence as a magnet for independent jewellers is a testament to the city’s dynamic retail landscape. With a diverse and sophisticated clientele eager to invest in unique and meaningful pieces, local jewellers are redefining the industry’s standards. As they continue to innovate and adapt to changing market demands, Singapore’s independent jewellery scene is poised for further growth, attracting attention and admiration both regionally and globally.
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