Lee Hwa’s JewelPlay breaks the rules of traditional jewellery store formats and redefines the customer experience by transforming jewellery shopping into a time of creative expression and carefree play – hence its name.
Thoughtfully designed, the boutique is packed with several interactive touch-points and spaces geared at showcasing the brand’s bridal jewellery collection – Lee Hwa Romance, as well as their extensive multi-wear series catered to the young and young-at-heart.
The new boutique is not just larger, upgraded from the previous 560 sq ft to 880 sq ft, but it is very different from any other jewellery store in the country. Inspired by art galleries, Lee Hwa’s JewelPlay has placed their jewellery pieces like the works of art that they are, within vertical wall displays built for eye-level viewing and appreciating.
Customers can try on their favourite jewels in front of the store’s JewelPlay Mirror, a vanity mirror similar to the ones red-carpet stars have in their dressing rooms. Its adjustable lighting promises plenty of gram-worthy opportunities for customers to capture the perfect selfie.
Customers can make their way to the Love Cove, a very private and dedicated area for a one-on-one consultation with the boutique ambassador, to explore creative bridal styles and personalisation options.
A one-stop boutique for couples, Lee Hwa’s JewelPlay carries the widest selection of bridal jewellery among all of its stores, which includes global jewellery brands such as Destinée, Forevermark and Niessing as well as customisable wedding band collections like Ensemble Collection, Niessing Configurator, and Furrer Jacot Ringdividuell.
“We want to be a part of every couple’s unique love journey, from couple bands, to proposal ring, wedding bands, bridal jewellery, and anniversary gifts. Every piece of jewellery is a celebration of love, a memory to behold. With our new JewelPlay boutique, we are providing an engaging space for them to revel in the experience and celebrate their love story together” – Mavis Toh, Lee Hwa Jewellery.
For couples who prefer to design and bring their dream wedding jewellery to life, they can do so with Lee Hwa Jewellery’s My Personal Designer service, to create a one of a kind ring, that is exclusive to them.
The pièce de résistance of Lee Hwa’s JewelPlay is the Love Insignia – a heart-shaped structure inspired by the famous Pont des Arts Bridge in Paris where couples in love, fasten a padlock with a personalised love dedication onto a fence, and throw away the key, as a representation of their eternal commitment to each other.
At Lee Hwa’s JewelPlay, couples who purchase wedding bands at the store can participate in this romantic tradition by “locking” their love for eternity onto this beautiful three-dimensional heart structure.
Lee Hwa’s JewelPlay also offers beautifully crafted designs from the Fashion Indulgence series to timeless classics from the signature Purple Gold collection for every occasion.
As part of the store’s reopening, Lee Hwa Jewellery will also be launching a store-exclusive jewellery collection which includes an exciting assortment of multi-wear jewellery.
Lee Hwa’s JewelPlay is located at Bugis Junction, #01-19, 200 Victoria Street, Singapore 188021. Opening Hours are from Monday to Sunday, 11am to 9.30pm.