Lee Hwa’s JewelPlay Is Shaking Up Jewellery Shopping With An Aesthetic Open Concept

Lee Hwa’s JewelPlay At Bugis Junction Is A New Concept Store

As millennials, we love hunting down aesthetically-pleasing spots to document on social media. While we’re used to hipster cafés and aesthetic bars, jewellery stores are not known for being particularly Instagram-worthy.

Lee Hwa Jewellery’s latest concept store is a millennial pink haven that’s perfect for the ’gram. Hot on the heels of its JewelSpace boutique at Suntec City, the brand has given its Bugis Junction outlet a makeover, reintroducing it as Lee Hwa’s JewelPlay.

lee hwa jewelplay entrance

Decked out in millennial pink and modern metallic accents, the look and feel of Lee Hwa’s JewelPlay is further elevated by its interactive, IG-worthy features—a refreshing departure from standard jewellery retailers we’ve come across.

JewelPlay Mirror

There’s something about a backstage vanity mirror that makes one feel like a celebrity dolling up for the red carpet. Lit with dimmable fluorescent bulbs, the JewelPlay Mirror is the ideal spot to try on sparkling pieces and strike a pose for your Instagram shot, so whip your phone out for a #selfie or #wefie.

Drawing inspiration from art galleries and museums, the vertical wall displays house Lee Hwa’s grand jewels for easier viewing. They’re designed to meet you at eye-level, so you can browse with ease.

Love Cove

After you’ve snapped plenty of photos, make yourself comfortable at the Love Cove. The plush velvet couch and neon signs lend a Pinterest-like feel to the area, while the pastel cloud of roses on the ceiling creates the ultimate dreamscape.

In this cosy nook, you’ll discover a wide selection from global jewellery brands. If you’ve been eyeing pieces from notable brands such as Destinée, Forevermark and Niessing, drop by Lee Hwa’s JewelPlay to have a better look at them.

Besides the bridal collection, you’ll also find fashionable, day-to-day designs from the Fashion Indulgence series and classics from Lee Hwa’s signature Purple Gold™ collection, which will make stylish gifts for your mum, sister or friend too.

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Love Insignia

Another Instagrammable spot in this new store is Love Insignia—a 3D heart structure that is inspired by Paris’ Pont des Arts’ love locks, where couples would inscribe their names or initials on a padlock and chain it to the metal fence along the bridge.

Each keyless lock symbolises everlasting devotion, which is what makes this simple gesture a charming one.

If you’ve purchased from Lee Hwa Jewellery recently, you’re invited to write a message and lock your love at the Love Insignia.

Lee Hwa Jewellery’s JewelPlay Opening Event At Bugis

Pop by Lee Hwa’s JewelPlay store to check out the aesthetic space yourself. On 2 August from 7.30pm – 9.30pm, and 3 to 4 August from 3pm – 5pm, Lee Hwa Jewellery is holding an event at Lee Hwa’s JewelPlay at #01-19 Bugis Junction.

Check out these multi-wear jewellery in-store

You’ll be shown around the concept store and there will be a lineup of multi-wear earrings and exclusive in-store promotions.

The event is limited to 30 pairs of sign-ups per day, and reservations will be made on a first come, first served basis.