How JeweLuxe organized a festival adapted to the pandemic

JeweLuxe, the nation’s premier annual fine jewelry and watchmaking event, presents one of the most dazzling displays for the discerning style set. Even during a pandemic, CEO and co-founder Angela Loh found a way to make it work — tweaking the concept of a jewelry festival to create an even higher experience. Last month, JeweLuxe kicked off a four-month jewelry, watch, fashion and lifestyle festival at a 780 square foot pop-up gallery in Scotts Square.

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A rotating roster of 30 designers from Singapore and around the world, including Caratell, Daria de Koning and Marina B, will present their pieces on different themes. Hybrid shopping experiences include intimate red carpet runway shows, virtual catwalks and in-store programs. Now customers have the rare opportunity to admire and view their favorite gems in a more private setting, complemented by personalized shopping services.

“JeweLuxe Gallery is an excellent platform to promote independent jewelry and watch brands. With the gradual easing of measures, we believe that intimate and creative events are crucial for social interaction,” says Loh. “Luxury, the art of living and art is about meeting creative people and exchanging ideas.”

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Pop-up venues that last a few months also make it easier to navigate social distancing measures as there is less risk of events being canceled. “Planning is difficult and often involves working to tight deadlines or making changes with very little time,” she explains.

Despite the challenges, Loh is determined to play a part in positioning the little red dot as a premier global shopping destination. The festival plans to return to the iconic venue [email protected] Ann City next year. “It’s time to re-shed light on Singapore’s ability to safely host luxury international events and invite global heavyweights and exciting young designers to showcase their cutting-edge and iconic designs.”

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