High-end retail brand Headragon Ltd has opened its doors to other luxury jewellery designers in a unique partnership that capitalises on the market’s soaring appetite for one-of-a-kind jewellery.

Pinky Seung, founder of Headragon Ltd, said this multi-brand approach stemmed from her aspirations to fulfil consumers’ desire for exceptional designs and help them make meaningful purchases. 

Established in 1992, the Hong Kong-based jewellery brand has a boutique at The Peninsula in Tsim Sha Tsui. The company traces its roots to Headragon Jewellery, which was founded by Seung’s father in 1948.

“We partner with designers who share the same creative philosophy and appreciation for the arts with us,” explained Seung. “They can display their jewellery pieces at our boutique, and we can work together in elevating the buyer’s shopping experience at Headragon.”

Apart from Seung’s own designs, the shop is showcasing the latest collections of jewellery designers Viktor Moiseikin, Alexander Laut and Piero Milano.

The collaboration is also their way of raising awareness among consumers on the rising popularity of distinctive designs and jewellery pieces with a unique story and meaning as opposed to mass-produced items. 

Discerning buyers

The boutique, located at The Peninsula’s mezzanine alongside luxury brands like Chanel, Graff, Harry Winston and Louis Vuitton, to name a few, attracts an affluent clientele who are also guests of the hotel.

“We usually entertain potential buyers from Asia, specifically mainland China and the Philippines, among others,” revealed Seung. “Others would walk in the shop and see how our products stand out from what they can buy outside. Some of them would keep in touch and become loyal customers.”

Fine coloured gemstones are highly sought after while versatile designs are garnering steady attention from buyers, particularly from mainland China. She said, “Chinese buyers are becoming more interested in men’s rings and unisex style. I am now thinking of developing a men’s jewellery collection.”

There is also solid demand for statement pieces, specifically among Asian clients, noted Seung.