Vihari Jewels Brand owners and retail entrepreneurs are rethinking design and ramping up experience - adding unique elem
Posted: Tue Apr 26, 2022 12:21 pm
Vihari Jewels
Brand owners and retail entrepreneurs are rethinking design and
ramping up experience - adding unique elements to their spaces to
entice customers to linger.
Founded in 2006, Vihari Jewels has created a niche market for
discerning clientele who value heirloom pieces composed of rare,
opulent, one-of-a-kind, investment grade stones. More recently, the
brand has also started offering a seasonal line of trendier
jewellery that, while more affordable, still boasts rare stones
that will carry their value across generations.
Headquartered in Singapore, with a base in Hong Kong, Vihari
Jewels specialises in meticulously crafted heirloom pieces which
showcases the beauty of the exquisite stones that the house sources
from around the world. The design aesthetic of the brand is classic
contemporary and counts many of Singapore's social elites among its
customers. Operating initially as a by-appointment-only boutique,
Vihari Jewels serves as a jeweller known for acquiring extremely
rare, coloured diamonds, Colombian emeralds and Burmese rubies.
When you step into Vihari Jewels' new flagship boutique at
Paragon, do not be alarmed by the giant rocks protruding from the
ceiling. The lifelike structures made of graphite are simply meant
to re-create the atmosphere of a diamond mine, where the brand's
precious stones are sourced.
There are also simple mining tools interspersed between the
display cases. It provides a starting point for educating customers
on gemmology. Set up like a jewellery exhibition, the space
spotlights the brand's investment-grade heirloom pieces in the
centre, with its more affordable ready-to-wear ranges showcased at
the sides.
The front of the store is conceptualised as a dark diamond mine,
where the brand's jewels are mined. Deeper inside, the 1,340 sq ft
store turns bright. It was designed as a lifestyle space with a
living room, "walk-in wardrobe for jewellery" and even a bar for
customers.
The store was envisioned to feel like a museum and designed to
be a creative space, simulating an industrial mine – the heartbeat
of where gemmology and jewellery begin, so that customers have the
opportunity to learn about the origins of the various stones. With
an island bar taking centre stage on the shopfloor, they hope
customers would feel relaxed and comfortable to hang out in store,
whether it's jewellery shopping or whiskey tasting.
The idea is to take the business of jewellery beyond "just over
the counter" dealings, The store marks the brand's transition from
bespoke jeweller and purveyor of rare stones to a retail-ready
brand. Over the pandemic, they started offering seasonal
collections of trendier, more "accessible" jewellery pieces that
start at $5,000. The biggest thing for them was to translate the
bigger investment pieces they've been selling for 15 years into
something more affordable; to go after different segments of the
market but, at the same time, keep the quality. For instance,
customers who fancy the priceless 50-carat Burmese Star Ruby on
display can take home something similar like the ruby-studded Lady
Luck Earrings ($15,142).
Tying old traditions with new memories, the jewellery house
looks set to herald a new dawn with more engaging lifestyle events
and one-of-a-kind designs at its new location. Vihari also aims to
educate clients on how to select jewellery and provide
consultations for those who would like to know which pieces are a
good fit for their private collections.
Before, it was by appointment only, which can be a bit
intimidating. Now, people can just browse, so that's a lot more
welcoming. The mysterious-looking storefront has drawn a number of
walk-in customers.
To celebrate its flagship store's opening, Vihari Jewels has
launched another exciting collection this holiday season with a
glamorous and luminescent selection of pieces that are reminiscent
of the brand's commitment to celebrations and festivities while
being enveloped in familial love. Titled "The Eternal Orchid", the
collection pays homage to Singapore's national flower – the Vanda
Miss Joaquim, to celebrate the jewellery house's very first
boutique in the city. The 7-piece collection showcases bold and
sophisticated pieces with understated glamour.
With the ongoing COVID-19 pandemic and the decline of
large-scale events, they note that there's been a shift in consumer
behaviour when it comes to gems and trendier, quirkier and less
formal pieces are more in demand and the jewellery house continues
to create conversation pieces that are perfect for intimate
gatherings.
Identify and discuss in detail two (2) new segments of
customer who Vihari could target.
Brand owners and retail entrepreneurs are rethinking design and
ramping up experience - adding unique elements to their spaces to
entice customers to linger.
Founded in 2006, Vihari Jewels has created a niche market for
discerning clientele who value heirloom pieces composed of rare,
opulent, one-of-a-kind, investment grade stones. More recently, the
brand has also started offering a seasonal line of trendier
jewellery that, while more affordable, still boasts rare stones
that will carry their value across generations.
Headquartered in Singapore, with a base in Hong Kong, Vihari
Jewels specialises in meticulously crafted heirloom pieces which
showcases the beauty of the exquisite stones that the house sources
from around the world. The design aesthetic of the brand is classic
contemporary and counts many of Singapore's social elites among its
customers. Operating initially as a by-appointment-only boutique,
Vihari Jewels serves as a jeweller known for acquiring extremely
rare, coloured diamonds, Colombian emeralds and Burmese rubies.
When you step into Vihari Jewels' new flagship boutique at
Paragon, do not be alarmed by the giant rocks protruding from the
ceiling. The lifelike structures made of graphite are simply meant
to re-create the atmosphere of a diamond mine, where the brand's
precious stones are sourced.
There are also simple mining tools interspersed between the
display cases. It provides a starting point for educating customers
on gemmology. Set up like a jewellery exhibition, the space
spotlights the brand's investment-grade heirloom pieces in the
centre, with its more affordable ready-to-wear ranges showcased at
the sides.
The front of the store is conceptualised as a dark diamond mine,
where the brand's jewels are mined. Deeper inside, the 1,340 sq ft
store turns bright. It was designed as a lifestyle space with a
living room, "walk-in wardrobe for jewellery" and even a bar for
customers.
The store was envisioned to feel like a museum and designed to
be a creative space, simulating an industrial mine – the heartbeat
of where gemmology and jewellery begin, so that customers have the
opportunity to learn about the origins of the various stones. With
an island bar taking centre stage on the shopfloor, they hope
customers would feel relaxed and comfortable to hang out in store,
whether it's jewellery shopping or whiskey tasting.
The idea is to take the business of jewellery beyond "just over
the counter" dealings, The store marks the brand's transition from
bespoke jeweller and purveyor of rare stones to a retail-ready
brand. Over the pandemic, they started offering seasonal
collections of trendier, more "accessible" jewellery pieces that
start at $5,000. The biggest thing for them was to translate the
bigger investment pieces they've been selling for 15 years into
something more affordable; to go after different segments of the
market but, at the same time, keep the quality. For instance,
customers who fancy the priceless 50-carat Burmese Star Ruby on
display can take home something similar like the ruby-studded Lady
Luck Earrings ($15,142).
Tying old traditions with new memories, the jewellery house
looks set to herald a new dawn with more engaging lifestyle events
and one-of-a-kind designs at its new location. Vihari also aims to
educate clients on how to select jewellery and provide
consultations for those who would like to know which pieces are a
good fit for their private collections.
Before, it was by appointment only, which can be a bit
intimidating. Now, people can just browse, so that's a lot more
welcoming. The mysterious-looking storefront has drawn a number of
walk-in customers.
To celebrate its flagship store's opening, Vihari Jewels has
launched another exciting collection this holiday season with a
glamorous and luminescent selection of pieces that are reminiscent
of the brand's commitment to celebrations and festivities while
being enveloped in familial love. Titled "The Eternal Orchid", the
collection pays homage to Singapore's national flower – the Vanda
Miss Joaquim, to celebrate the jewellery house's very first
boutique in the city. The 7-piece collection showcases bold and
sophisticated pieces with understated glamour.
With the ongoing COVID-19 pandemic and the decline of
large-scale events, they note that there's been a shift in consumer
behaviour when it comes to gems and trendier, quirkier and less
formal pieces are more in demand and the jewellery house continues
to create conversation pieces that are perfect for intimate
gatherings.
Identify and discuss in detail two (2) new segments of
customer who Vihari could target.