Lee Hwa Jewellery has some stunning stores, the kind of
settings customers would want to be in when purchasing a diamond engagement
ring. However, the ambiance and décor of the stores, are let down by some diamonds that vary in quality and come with high prices and settings.
The first Lee Hwa Jewellery store was opened in 1970 and was the first to be publicly listed in Singapore. Through innovative design and market-leading innovation, Lee Hwa Jewellery has become the official licensee in Singapore of Forevermark, a diamond brand from the De Beers group.
Moving forward with innovation, Lee Hwa created the first 19K solid Purple Gold, releasing it in 2000. With 15 boutiques across Singapore, the jewelry company made white gold popular among and appealing to modern women.
For a more affordable shopping experience that can result
in purchasing a stunning diamond engagement
ring, a buyer would be better off visiting either James Allen or
Blue Nile online.
Search & Watch Diamonds in 40X 360° HD Videos.
Lee Hwa Jewellery offers customers a pleasant in-store experience with luxurious stores with a modern feel. The sales assistants are friendly and helpful, although the extent differs from store to store.
The diamonds sold at Lee Hwa Jewellery stores are lovely, with good cuts, color, and clarity, although some are mediocre.
Apart from diamond engagement rings, Lee Hwa also features some stunning collections of simple and enchanting jewelry for people to choose from.
Stores: The Lee Hwa stores have a modern and bright feel, with displays set out clearly around the store. The smaller stores give the impression of a larger retailer and help customers have a great experience. The stores differ slightly, but there is a common thread of luxury and elegance among them.
Accessibility: There are 15 Lee Hwa boutiques, all set in upmarket locations across Singapore, making it easily accessible for both locals and tourists.
Privileges: Lee Hwa offers privileges to certain customers who apply for the program. A minimum spend will see a customer invited to join the club whose members are offered discounts on Gem Set Jewellery, Premium Collections, Classic Solitaires, and other collections.
Unfortunately, Le Hwa Jewelry does not have very competitive pricing. As a physical retailer, they have higher overheads and costs to pay, and while this always renders products costing more, Lee Hwa seems to push this to the next level.
Comparing similar pieces from Lee Hwa to the Blue Nile, the Lee Hwa piece can cost anywhere between 30-60% more. This is a considerable price increase, and quite frankly, Lee Hwa does not offer customers anything special to make up for such a premium.
Lee Hwa offers customers the exclusive experience of having their engagement ring designed. Customers can design bespoke jewelry with their designer inside a Designer Suite at the Lee Hwa Jewellery Diamond Promenade in ION Orchard or the Lee Hwa’s Jewelspace in Suntec City.
Customers can also apply for a personal design online using an appointment request form. This process costs $50 and includes the consultation and design with two revisions. However, this fee is redeemable within two months from the custom order or any Lee Hwa Jewellery boutique purchase.
From wedding bands to engagement rings, many options are available to have designed by a personal designer at Lee Hwa.
The Lee Hwa Jewellery website is done well. It is simple, elegant, and classy, and no barrage of information takes away from the stunning jewelry. It features enough imagery to be appealing without being overwhelming.
The website is set out mainly by the different designers and collections at Lee Hwa, and hence a visitor will need to filter through those to view engagement rings. It is impossible to shop on the site or view the rings outside their display on the page. It is more of a catalog or reference for customers before heading into the stores. The collections are all lovely to look at and include different jewelry for different occasions.
The customer service at the Lee Hwa stores does vary, but it is by and large good, leaving customers satisfied after their purchase. There is not much shown on their site regarding customer service.
Contact: The website has an easy contact page with different avenues to contact an assistant from Lee Hwa.
Privilege Club: The Privilege Club allows frequent customers to benefit from specials, discounts, early releases, and birthday vouchers.
Lee Hwa Jewellery does not advertise financing options, which seems to be normal with Singapore-based jewelry retailers. Customers will have to finance their purchases.
Lee Hwa Jewellery offers a great store ambiance, a good customer experience, and some beautiful diamonds, including the sought-after Forevermark brand. However, their prices are incredibly high to be justified. The experience offered in-store does not make up for the premium, and at the end of the day, it would be a huge waste of money to most, considering that one could purchase a stunning engagement ring from James Allen or Blue Nile online at a much lower price while still enjoying great customer service.