Quality and craftsmanship are the pillars of fine jewellery brands. As consumer knowledge and expectations grow, jewellers are increasingly showcasing the artistry and skills that go into their masterpieces. Renowned brands Van Cleef & Arpels and Tiffany & Co both recently held educational initiatives in Hong Kong to share their expertise with jewellery aficionados.
The new generation of consumers boasts sophisticated tastes and is passionate about quality of life. Convincing them to spend their hard-earned money on high jewellery requires more than brand equity and tradition. Continued success in the fine jewellery sector lies in international brands’ ability to adapt to market trends, which are now driven by consumers’ fascination with culture, art, self-expression, personal fulfillment and work-life balance. In response to this shift in customer priorities, Van Cleef & Arpels (VCA) and Tiffany & Co took the initiative to engage with their clients in Hong Kong through a series of experience-oriented events.
VCA’s L’ÉCOLE, School of Jewelry Arts, is returning to Hong Kong for the third time this September. In addition to regular courses such as the Art History of Jewelry, Savoir Faire, and the Universe of Gemstones, L’ÉCOLE is also holding Creative Workshops for a younger audience to further promote brand awareness and nurture their love and understanding of jewellery.
According to Nicolas Bos, CEO of VCA, L’ÉCOLE’s previous visits to Hong Kong in 2014 and 2016 were a great success. This time around, six of the 10 courses that the school is holding from September 16 to October 1 are new. Each course will have a maximum of 12 students to encourage personal interaction between the students and the instructor.
In similar fashion, Tiffany & Co brought its Tiffany Diamond Academy to Asia this year for the first time. The Diamond Academy took place in Hong Kong from July 12 to August 15 to educate the public about the glittering world of diamonds. Visitors took part in workshops that gave them a glimpse into the various processes that diamonds go through before they become Tiffany’s beloved jewels.
Apart from introducing Tiffany’s diamonds to members of the public, the workshops also taught visitors about the grading, polishing, cutting and setting of diamonds.
Tiffany’s chief gemmologist Melvyn Kirtley was present during the first week of VIP workshops, pointing to the significance of the event for the US-based jeweller.