Hubert Burda Media

Twice The Charm

Sara Taseer Fine Jewellery expands in Singapore with a second boutique opening. We find out what to expect

Twice The Charm

After four years of operations at its flagship store at The Hilton Gallery, Sara Taseer Fine Jewellery has opened its second boutique — Sara Taseer Jewellery Studio — at The Fullerton Hotel. Designed with Asian accents and fun pops of Peranakan-inspired colours such as turquoise, the space is well-lit and inviting. While main patronage of its flagship store consists mainly of society ladies and royalty, the new boutique focuses on drawing in clientele from the historic business district such as working professionals, tourists and hotel guests.
The layout and presentation of products in the store is also a new concept, where the pieces are laid out in clusters. The prices within each cluster of jewellery is the same, conveniently designed to help busy professionals make quick shopping decisions. Says Sara Taseer, the founder of the brand: “I have seen that bankers and lawyers have a need to purchase a present but [often have] no time! This jewellery studio is designed for [these] shoppers.”
In terms of jewellery designs, the Fullerton boutique offers more casual-wear pieces that are versatile — “It is suitable for daily wear and accessorising for work”, shares Taseer, and are created in the brand's bold, modern and colourful style. There are several new pieces specially designed for the new boutique, such as diamond jewellery including rings, South Sea pearl earrings and new additions to the existing Jardin Animaux collection featuring birds, pandas, penguins and creatures of the sea.