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Artemis Rings may be a new entrant in Singapore’s bespoke jewellery space, but founder Sandra Chew brings with her over 20 years of experience as a jeweller—and it shows. Tatler Singapore and Artemis Rings jointly present this exclusive look into her journey so far, and her new creations: the Regalia High Jewellery Collection
What does it take to walk away from a thriving business, in order to start another one from scratch all over again? Sandra Chew found herself answering this question four years ago when she stood at the crossroads with her then-business partner. The two had enjoyed a successful 16-year run as co-founders of local jeweller Fairy’s Inc, after all, and business would have continued had they chosen the status quo.
“As you know, priorities in life start to change as we grow older, and [my business partner and I] gradually began to have different views as to what we wanted to do in the future,” Chew shares. “We thought it was best to finally part ways and embark on our own individual journeys and adventures.
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New Beginnings
Clearly, it took more than just courage. Chew’s conviction and belief in her vision were, arguably, the more important reasons behind her decision. “Fairy's Inc had a concept rooted in the wedding industry. I wanted to venture further, and not just internationally, but beyond bridal jewellery into areas such as investment-grade gems,” says Chew. “Starting afresh with Artemis Rings let me position the brand in a way that opened up opportunities to venture into these categories. As I come from a family of jewellers, pushing the boundaries with Artemis Rings is also a way for me to honour the legacy that's been passed down to me.”
Given Chew’s expertise in this industry, Artemis Rings has unsurprisingly grown from strength to strength in the four-odd years since its founding. From the get-go, the brand quickly established itself as a trusted expert in the custom jewellery segment. Along the way, an international clientele also developed thanks to word-of-mouth recommendations and social media.
It’s no mean feat to put Singaporean designs on the world map, and Chew notes that her work with overseas clients has been made possible thanks to modern digital communication methods such as video conferencing, which has made it much easier to communicate and meet up with clients based overseas. “Overseas clients aren’t able to view the pieces in person, so I need to develop an even stronger relationship with them in order to earn their trust to procure the right diamonds for them, while also designing and crafting pieces that, hopefully, surpass their expectations when they finally view the works in person.” Judging by the glowing reviews from its overseas clients—which are steadily growing in number—distance has not been a barrier at all for Artemis Rings’ business.
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