Platinum Jewellery Makes Its Way into Lane Crawford with Upstart Jewellery Designer Brand SPECTRUM
(September 2021) With the younger generation constituting a significant portion of today’s key jewellery consumer demographic, jewellery is no longer a mere accessory. For these young shoppers, jewellery has evolved into a medium of self-expression about their values and beliefs. Ever-changing consumer demand has brought deep and far-reaching influences to the entire jewellery industry, the main impetus for Platinum Guild International (PGI) China to constantly explore novel collaborations to reach more Gen-Z consumers.
On 15th September 2021, upstart jewellery designer brand SPECTRUM hosted various media partners and fashion icons for the official launch of its platinum pieces in Lane Crawford Shanghai, after opening a dedicated counter for its platinum collection since June. By making platinum jewellery with breakthrough designs available in Lane Crawford, SPECTRUM and PGI China aim to connect with next-generation consumers through Lane Crawford customers, who are fashion-forward influencers.
As the omni-channel fashion retailer in China that is often cited as the benchmark for innovative retail concepts, creative campaigns and visual merchandising and exclusive collaborations, Lane Crawford carries widespread appeal amongst younger consumers. PGI China collaborated with Lane Crawford on its Global Creative Call Out (GCC) event last year, aiming to bridge next-generation consumers’ understanding towards platinum jewellery, and try out a brand-new distribution channel for platinum jewellery. The SPECTRUM brand that made its way into Lane Crawford was created by Pei-Nap Mok, an up-and-coming young jewellery designer who was the winner of the 2020 GCC design competition in the jewellery category.
Pei-Nap Mok explains his new platinum pieces to the media at the event
Senior management of PGI China at the SPECTRUM’s counter
Having benefited from the remarkable achievements made by PGI China in platinum material upgrading and manufacturing technology improvements in recent years, SPECTRUM’s platinum jewellery is able to express the exceptional limits of its design creativity. The platinum collections took full advantage of the resilience and ductile qualities of platinum to create a wide range of modern and trendy designs, bringing endless possibilities to platinum jewellery through the use of diverse colours and mix and match. As implied by its name SPECTRUM, the jewellery in this collection uses platinum as its base material and combines it with a variety of other materials to create the dazzling contrast between pure white and colours, light and shadow. Inspired by the vast universe, the platinum jewellery under the Orbit collection of SPECTRUM is embellished with faceted gemstones and cabochons, effectively putting the resplendence of platinum on full display.
SPECTRUM’s platinum jewellery pieces
Platinum jewellery pieces from the Orbit collection
In the future, PGI China will continue to drive innovation in the jewellery industry promoting technological innovation and development in collaboration with its partners.