Cover Graff’s second Singapore salon at The Shoppes at Marina Bay Sands
Graff’s second Singapore salon at The Shoppes at Marina Bay Sands
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Arnaud Bastien shares his take on consumer trends in Southeast Asia, and Graff’s aspirations in the market
Recently on November 13, British luxury jeweller Graff marked a significant milestone by opening its second boutique in Singapore. Located at The Shoppes at Marina Bay Sands, the plush and inviting new salon not only reinforces Graff’s presence in Southeast Asia but also reflects the brand's commitment to offering an immersive and exclusive shopping experience for jewellery connoisseurs.
In light of this exciting development, we spoke with Arnaud Bastien, president and chief executive of Graff in Asia, to gain insights into the brand’s aspirations and the evolving luxury market in the region.
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Above Arnaud Bastien, president and chief executive of Graff in Asia
Arnaud Bastien, president and chief executive of Graff in Asia
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Graff opened its second salon in Singapore at The Shoppes at Marina Bay Sands (MBS). Can you share what this expansion means for the brand in the Singapore market and Southeast Asia?
We have been continuously expanding our networks in Asia over the past 20 years. The opening of MBS salon marks our 35th salon in the region. This represents an important milestone for the brand. With a noticeable change in our client base from Mainland Chinese to local Singaporeans and tourists from nearby countries, we are hopeful and positive about the luxury market in Singapore and Southeast Asia, and positioning Singapore as the hub. Graff is still relatively new in Southeast Asia. With only two retail networks in this region, there are tremendous opportunities for us to grow our market presence and share in Southeast Asia.
What are some specific consumer trends you’ve observed in this region that have influenced Graff’s business strategy?
There is a growth in luxury spending among the younger generation, who are seeking more casual branded jewellery for everyday wear. Our market share in the bridal segment is also growing strong. To meet their needs, we have launched a full collection of bridal jewellery featuring solitaire rings weighing from 0.5 carats, wedding bands, simple and classic diamond studs, and pendants. These jewellery pieces complement our key branded jewellery collections, including the Butterfly, Tilda’s Bow, Wild Flower and the Laurence Graff Signature Collection, our first unisex design launched this March.
Above Graff opened its second Singapore salon at The Shoppes at Marina Bay Sands in November 2024
Graff opened its second Singapore salon at The Shoppes at Marina Bay Sands in November 2024
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Graff is renowned for its craftsmanship and innovation. How do you ensure that these values are preserved as the brand expands?
The fact that Graff remains a family business and is involved in every stage of the jewellery making process sets us apart from our peers. A member of the Graff family will oversee each process to ensure that brand values, impeccable craftsmanship, timeless aesthetics and innovative ideas are balanced and preserved in every jewellery creation.
Can you discuss the significance of Graff’s family-owned heritage and how it influences your leadership style and decision-making?
Passion. As a family business, we embrace passion in our work and strive to pass it on to our co-workers. We share our aspirations and engage in open discussions to exchange ideas and thoughts. This tightly connected working culture enables us to make swift decisions.
What are some challenges you have faced while expanding Graff’s presence in Asia, and how have you overcome them?
Our retail network is relatively small compared to other jewellers, making it challenging to build brand awareness and presence quickly. To address this, we have to implement more strategic marketing and branding campaigns and activities to promote our brand values, story and offerings effectively. We also host high jewellery events twice a year and organise frequent in-store activations to engage existing clients while acquiring new contacts.
Above Graff Butterfly collection
Graff Butterfly collection
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Looking ahead, what are your personal aspirations for Graff in the next five years, particularly regarding innovation and market presence?
We will continuously engage and maintain our position at the forefront of High Jewellery, expanding and nurturing new clientele while educating them on the fundamentals of Graff. We plan to reinforce our collection and bridal offerings to target the younger generations seeking distinctive branded designs.
Can you share about any upcoming projects and initiatives we can expect to see?
We will continue to expand our retail network presence in Asia, with Southeast Asia being the key focal area. In addition to solidifying our position as a prestigious high jeweller, we will continuously implement strategic marketing campaigns to expand our market share in everyday and bridal jewellery.
Credits
Images: Graff
Annabel Tan is the Editor of Watches and Jewellery at Tatler Singapore, where she covers all things luxury timepieces and fine jewellery across both print and digital platforms. She is also the Editor of Tatler GMT Singapore, a role that deepens her fascination with the ever-evolving world of watchmaking. Outside of work, she’s usually on the hunt for her next favourite watch that she can’t afford, planning her next beach getaway, or catching up on the latest Formula 1 race.
