12-06-2019
Singaporean fine jewellery house Simone Jewels has launched a second brand targeting experience-savvy young consumers who can customise their design online.
‘Jouer by Simone’ comes as a playful brand featuring hip, cool and on-the-go jewellery for the new generation. Customers can choose among five collections associated with different personality types namely “Edgy”, “Ocean Girl”, “Rockstar”, “Lover” and “Artist”, and make a personalised selection of gold colours, gold contents, and gemstone types.
Taking a different path than ‘Simone’, the jewellery house’s first label established in 2006 featuring one-of-a-kind artistic fine jewellery, ‘Jouer by Simone’ is the first in Asia to introduce an online platform that allows mass customisation for fine jewellery, said Simone Ng, founder cum executive creative director of Simone Jewels. (Photo courtesy: Simone Jewels)
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