Good-buy Lee Hwa, hello Aspial

May 2, 2001

Lee Hwa sheds its household jewellery name and embarks on a dazzling new and inspirational pathway.

By Elisa Chia

(Click on pictures for larger image)

Singapore now boasts an international jewellery brand that joins the ranks of New York City's Tiffany and Paris' Cartier.

Be sure to remember its Latin-word-inspired name -- Aspial (pronounced AS-pier).

As its meaning suggest, the brand has taken on "the pathway to inspiration".

Launched at the glitzy Ritz Carton Hotel last month, this is also where fashion-forward fans bid farewell to its affectionate former name, Lee Hwa.

Nonetheless, the sacrifice of the 21-year-old name is worth it. Aspial is already seeing sparkling success internationally.

Its collection of contemporary White Gold, Black Gold, Purple Gold and Champagne Gold is now available in no less than 7 cities -- Tokyo, Seoul, Taipei, Beijing, Dubai, Frankfurt and London.

Meanwhile, Singaporeans can visit the 11 Aspial boutiques, which have replaced the good ole Lee Hwa jewellery stores island-wide with its new logo, corporate colour of green and sleek store design.

Of course, globalised designer products do not come cheap.

An elegant purple gold with diamonds pendant can set you back by S$738, while a stylish champagne gold with clear and black diamond wrist-cuff costs S$28,128.

Even so, budget-conscious consumers can rely on the 10 remaining Lee Hwa stores for an affordable range.

It is, after all, still a good pathway to be inspired!

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Aspial's official website
Check out the locations of its 11 branches, or simply log on to its e-shop for some sizzling buy!

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