If history class could be taught in Simone Jewels’ way, everyone would love it. The Singapore-based jeweller creates one-of-a-kind jewels inspired by historical events, architecture, culture and etc from the past, and brings the audience back to the appealing stories while learning something new. Its brand ethos tells it all – ‘Yesterday’s Tale. Today’s Creation. Tomorrow’s Inspiration’.
Simone is known for its thematic collections launched once a year. In 2018, the company captures and reinterprets the thoughts of some of the greatest classical poets in history by unveiling Birds in Poetry theme with three chapters of collections. These pieces are designed to reflect the emotions of love, hope and joy, using an exquisite range of rare, top-quality gemstones with natural, vibrant hues of red, blue and green – the representative colours of the three emotions respectively.
Founder and executive creative director Simone Ng told Hong Kong Jewellery that she selected the most famous three poets in the English world that all use birds as an analogy to express the meaning of love, hope and joy. They are the Phoenix and the Turtle Dove by William Shakespeare, Ode to a Nightingale by John Keats, and To a Skylark by Percy Bysshe Shelley.
Each chapter features designs of birds, feather and nature with three poetry book pendants being the eye-catching highlights. The pendant appears as a miniature book of which the cover is encrusted with a stunning rubelite tourmaline; a Paraiba tourmaline; and an exotic mint green tourmaline. Flipping open the book, one will find a beautiful relief carving depicting the theme.
Founded the brand 13 years ago, Simone Ng was named as Singapore’s top 10 designers for three consecutive years since 2015. In Singapore, the brand is compared to renowned brands including Van Cleef & Arpels and Bulgari because of its exceptional quality. “The way we craft our jewellery is very organic and three-dimensional. So when the person wears it, it makes her look nicer,” said Ng.
She recalled that when she launched her first collection in 2006 with 20 pieces at a small exhibition, half of them were sold within 30 minutes. That was the moment when she realised that her designs are not too unusual for people to accept. Today, Simone Jewels has followers across Hong Kong, Indonesia, Europe and the United States, besides its focused Singapore market.
Simone Ng says: “There is a very huge market not for mass, but for real collectors who appreciate jewellery that is high-quality, one-of-the-kind, meaningful to keep for life generation to generation as an heirloom. They are our target buyers.” (Photo courtesy: Birds in Poetry collection, Simone Jewels)
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