JewelFest hopes to make Singapore a jewelry shopping destination

Stevie Emilia, The Jakarta Post/Singapore

With its sparkle and shine, jewelry has long provided that extra glitz for the fashion world. But now jewelry is stepping out on its own and taking over center stage.

The opportunity to witness this transformation arrived with an invitation for The Jakarta Post, and Dewi magazine, to cover the Singapore JewelFest 2005, along with journalists from Japan, Malaysia, Thailand, the Philippines and Britain.

The event, which kicked off with Rhapsody at the Jewel Pavilion outside Ngee Ann City, along the famed Orchard Road shopping street, from Sept. 30 to Oct. 9, featured spectacular displays of exquisite jewelry by iconic jewelers from Asia and Europe. JewelFest then went to the heart of Singapore from Oct. 5 to Oct. 16 with the Jewel Wonderland at Parkway Parade.

"We want the Singapore JewelFest 2005 to be an alchemy of fabulous experiences so that everyone has the best time, comes away with fabulous memories and has a greater appreciation of the fine art of jewelry," said Gina Wham, chairwoman of Singapore JewelFest 2005.

"We have also strengthened our collaboration among ourselves as Singaporean jewelers, and with international jewelers, to add vibrancy to Singapore's jewelry retail scene. Offering greater choice and value ultimately helps to define Singapore as a jewelry shopping destination."

Singapore has for years been known as a great place to eat and shop, and now it wants to establish itself as a leading jewelry shopping destination.

"Jewelry has consistently been among the top three shopping items purchased by visitors to Singapore since 2000, making jewelry spending a key contributor to visitors' total shopping expenditures," said Chan Tat Hon, assistant chief executive (Leisure) of the Singapore Tourism Board.

First organized in October 2003 by five enterprising local jewelers, the Singapore JewelFest has grown from a showcase of 31 brands in 2004 to an event involving over 100 jewelry brands from Singapore, Thailand, Hong Kong, Malaysia, Italy, Germany and Switzerland.

More than 25,000 pieces of jewelry worth almost S$50 million (US$31.2 million) were exhibited during Singapore JewelFest 2005, organized by JewelFest Pte Ltd. and supported by the Singapore Tourism Board. The annual festival, which is part of Singapore's Premium Plus Season promotion, promotes jewelry appreciation and the jewelry shopping experience.

"A key retail event in Singapore, the Singapore JewelFest helps to reinforce Singapore's position as the leading jewelry center in the region," Chan Tat Hon said.

For Vinod More, a gemologist and director of The Jewel Box, the festival has become a great platform for some of the best jewelers from Singapore and the region to present their goods.

"Singapore is a transit hub for a lot of international travelers anyway. Why not offer them something other than electronics or clothes. I think jewelry fits right in," he told the Post. "Ultimately, a diamond is a girl's best friend, so there's no reason why they shouldn't buy jewelry here in Singapore."

i-box:

Premium Plus Season

Aiming to become the destination of choice for well-heeled leisure visitors looking for exclusive and extraordinary experiences, Singapore offers the Premium Plus Season promotion where visitors will be spoiled for choice by the premium luxury lifestyle and entertainment options available.

Apart from the recently concluded Singapore JewelFest 2005, The Art of Dashi: Jewelry and Sculptures exhibition, the ARTSingapore and Auctions Season, a diverse range of exclusive lifestyle and entertainment events have been prepared for the promotion, including:

Performances: Elaine Paige in Concert (Oct. 29, 2005); Crazy Horse cabaret at Clarke Quay (from Dec. 5);

Shopping events: Singapore Fashion Festival (March 2006); Private shows of Spring/Summer collections by fashion houses (March/April 2006);

Gourmet events: World Gourmet Summit (April 2006);

Art events: ARTSingapore (April 2006); Auctions Season (April 2006), featuring the Sotheby's, Larasati & Borobodur auctions and Christie's Preview.

An array of personalized, six-star services will be available for visitors:

* Train: Eastern and Oriental Express (www.orient- express.com); exclusive ride on a train for 132 passengers from Singapore all the way to Bangkok in ultimate luxury, heralding back to the days of the grand rail travel.

* Cruising: Ultraluxe suites-only butler-serviced liners from international companies such as Princess Cruises, Royal Caribbean Cruises and Silversea Cruises make Singapore their port of call.

* Hotels: Raffles Hotel, The Ritz-Carlton Millenia Singapore, Four Seasons Hotel; personalized butler and chef concierge services as well as other special services, including private fireworks displays.