Cover Jeffrey Hang at the high jewellery Mini Trunk Show in the Bvlgari boutique in The Exchange TRX
Jeffrey Hang at the high jewellery Mini Trunk Show in the Bvlgari boutique in The Exchange TRX
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Responsible for Bvlgari’s strategic and commercial operations in Malaysia, Singapore, Thailand, the Philippines, Vietnam, and Oceania, Jeffrey Hang shares more about the Italian brand’s mastery in crafting ultra-glamorous high jewellery
The Bvlgari boutique in The Exchange TRX was the backdrop of some serious serpentine glamour when the Italian maison hosted a Mini Trunk Show for its high jewellery. This rare showcase put the spotlight on 28 exquisite creations from the Serpenti collection, including the truly spectacular Serpenti Misteriosi High Jewellery secret watch in white and yellow gold set with diamonds and emeralds, as well as the Serpenti Viper necklace, an icy splendour set with full pavé diamonds. Before the event, Tatler Malaysia had a chat with Jeffrey Hang, regional managing director of Bvlgari Asia Pacific.
Tell us more about this Mini Trunk Show.
[The show] showcases the best of Bvlgari, primarily the Serpenti but also standout pieces from our permanent collection. The show is less about selling high jewellery than it is an opportunity to remind our clients about our high jewellery, since we rarely have them here in Malaysia. Even though there are not many pieces, we still need to shout about them.
Bvlgari is known for blending Roman heritage with modern glamour. How does the high jewellery reflect this combination?
The high jewellery is its manifestation. We’re one of the few jewellers who do everything in-house, from the sourcing of the stones to the setting of them. They represent the finest of Bvlgari. You mentioned Roman—we emphasise that in our aesthetics. Our jewellery is bold. It’s all about the dolce vita in Italy—having a good time, being very flamboyant. We manifest that in [the high jewellery] in every way.
Read more: GPHG 2025: Why Dior nabbed the Jewellery Watch Prize
Above A model showing off an ensemble of Bvlgari Serpenti jewellery
A model showing off an ensemble of Bvlgari Serpenti jewellery
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How does the Mini Trunk Show align with Bvlgari’s approach to personalisation and client engagement in the region?
We feel it is important to bring the collection here as it presents a different face to the brand. Clients who visit our boutique are familiar with our fine jewellery, but when they see the high jewellery, they see things differently. In fact, it gives our fine jewellery added allure.
As to your second question about customisation, we’re very in tune with what our clients look for. For example, the Serpentine necklace: the eyes are emeralds, but if you want them in rubies, we can do that. You want it shorter, we can do that too. It’s in yellow gold, but if you want it in white gold, we can also do that. As a true jeweller, we can satisfy your every wish.
See also: Dato’ Sri Meer Sadik Habib on building a legacy where trust and tradition never go out of style
Bvlgari Serpenti necklace
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What are the expectations of luxury consumers today?
We’re dealing with a very different landscape today. Nevertheless, with jewellery, we have the advantage of a commodity that has inherent value. I think people are looking for value, something they feel better about spending a lot of money on. Jewellery is a very emotional thing. No doubt you have to like it aesthetically, but it also has to connect with you.
Often, it’s purchased for an occasion, a gift, and that is the part we really want to emphasise, as opposed to just another luxury item you pick up. We see jewellery as a celebration of moments. You’ll see a lot of this in our messaging, especially in our upcoming holiday campaign, where it’s less about the product and more about the experience and emotions.
What is true luxury today?
Our Bvlgari hotels are enjoying the highest per-key rates ever. While people are spending less on physical luxury, they have no problem paying US$2,000 per night for a hotel room. That says a lot about what people consider luxury today—it’s about the experience and what makes you feel good.
Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
