January 2017

Citigems Redefines Fine Jewellery Retail Experience with New VivoCity Experience Store

Citigems is redefining fine jewellery shopping experience in Singapore with a brand refresh and the opening of its new VivoCity Experience Store on November 14, 2016.

The revamped VivoCity Experience Store features a refreshing new look and experience with an open concept and modern interiors. Doing away with traditional fine jeweller window design, the interior aims to delight the senses with textured concrete, leather walls and photo stories of jewellery, complemented with well-suited touches of brass finishing and raw-cut modern mirrors.

The new Citigems Experience Store features an exclusively designed first in Singapore fine jewellery browsing counter concept, which offers shoppers a welcoming and interactive experience to try out fine jewellery freely. Adding on to the experience, Citigems has dedicated a store corner to feature the brand’s heritage as well as showcase the different international designers that they work with. With signature pieces from the collections being displayed on the wall, the new Experience Store offers customers a unique sensory experience akin to viewing masterpieces at a modern art gallery.

The store also showcases the very first Forevermark ‘Diamond Bar’ in Asia Pacific, which aims to invigorate consumers’ diamond jewellery shopping experience, responding in particular to Millennials’ casual sensibility of browsing and deliberating. Designed by a team of French and Asian designers, the Forevermark ‘Diamond Bar’ replicates a bar concept with specially constructed counters, tall bar stools and collection showcases, encouraging customers to interact and try on the diamond pieces in an intimate and relaxing environment. Against a background of digital visuals introducing Forevermark’s diamond journey, exquisite displays showcase the beauty and ideas of the diamonds, making the process of choosing one’s favourite Forevermark jewellery an enjoyable experience. The Forevermark Diamond Bar concept will be expanded to other Asian territories in 2017.

Aside from the new Experience store, Citigems presents its latest Ready-To-Wear Designer Collections by designers from various cosmopolitan cities around the world. The collections present shoppers with a wide range of designer jewellery for everyday wear. Among the collections lie the Emo-Gem Collection, Korean Celebrity Designer Collection and My Dream Home Collection.

Emo-Gem Collection

Created by award-winning Italian designer George Giannakopoulos, the Emo-Gem Collection draws inspiration from the Greek Blue and light of the beautiful Aegean Sea, perfectly complemented with a touch of Italian romance.

Korean Celebrity Designer Collection

Crafted by celebrity designer Bjoon Kim, the Korean Celebrity Designer Collection is exclusively made to house two collections within; Hidden Treasures and Stairway to my Sky. The collections feature jewellery designed for well-known Korean stars such as Girl’s Generation and Han Chae Young and worn in popular Korean dramas such as 2016 hit k-drama, Descendants of the Sun.

My Dream Home Collection

Inspired by a beautiful dream home, French designer Phillipe Tournaire designed the collection with grandeur architecture and intricate details, invented with a design concept on 999 Pure Gold that implants architectural art into jewellery design. Wong Mei Wai, Business Director at Aspial-Lee Hwa Jewellery said, “The Citigems Experience Store is part of our Urban Style Fine Jewellery concept of providing consumers a refreshing experience with fine jewellery. From the Experience Store to the Ready-To-Wear Designer collections, this concept challenges the status quo of fine jewellery industry by making fine jewellery accessible for consumers to mix and match.”

As part of its brand refresh, Citigems has launched a new logo, rejuvenated with distinctive curves and a contemporary look to resonate with the modern confident audience. It also hints at the fresh and vibrant experience awaiting customers at the revamped VivoCity Experience Store and Compass One Concept Store.

Citigems is celebrating its new VivoCity Experience Store opening with opening specials including the 999 Pure Gold Plated City of Gifts Figurine / 999 Pure Gold Plated USB Drive / 999 Pure Gold Plated Snowing Flakes Pen at $28 with any purchase, whilst stocks last.