Powerful beauty products aren’t the only thing that Sulwhasoo believes in. The brand has also worked to preserve and promote traditional culture, primarily through its Sulwha Culture Exhibition, which seeks to promote traditional Korean folk tales globally by viewing them through a modern lens. Korean artists, including those who specialise in intangible heritage skills such as hand embroidery, were commissioned to create thoughtful art pieces that reflect the themes of these old tales. As of last year, it extended this campaign to other countries in the region, encouraging similar acts of cultural preservation and promotion in local markets. 

So it comes as no surprise then that Sulwhasoo should seek to extend its cultural influence to the world of jewellery by partnering with JeweLuxe Singapore, a one of a kind exhibition that seeks to bring sophisticated watch, jewellery and lifestyle brands together to heighten the appreciation for each art form. 

According to Sulwhasoo brand general manager Doreen Chia, “Sulwhasoo is a brand with rich history and has always been strongly associated with arts, culture and heritage. Partnering JeweLuxe Singapore gives Sulwhasoo an added platform to support the heritage art of jewellery-making, allowing us to reach out to individuals who share the same appreciation for arts and culture.” 

The main platform for this outreach lies in the inauguration of the JeweLuxe Culture Club, which brings together influential women who have a deep appreciation and understanding of the influence of history and culture on the creation of contemporary luxuries.

Bejewelled Intrigue

We speak to Angela Loh, founder and CEO of JeweLuxe International, to find out more about the event and its partnership with Sulwhasoo.

What are the synergies between Sulwhasoo and JeweLuxe Singapore?
Angela Loh (AL) Both Sulwhasoo and JeweLuxe respect and support heritage and culture in creation and we hope to expound this belief with the Culture Club. This will bring influential women together to promote a deeper awareness for and understanding of how history and culture influence and can be incorporated in the creation of contemporary jewellery and precious collectibles.

How does this partnership with Sulwhasoo push the goals of JeweLuxe forward?
AL Value and luxury go beyond the most expensive fine jewellery or timepieces. The pursuit of collectors and connoisseurs around the world stems from the connection they have with their object of interest or desire—the inspiration, meaning, purpose, technique and craft that go into creating their objets d’art. As society becomes more educated and affluent, its appreciation of design and craft also deepens. JeweLuxe is born of this appreciation. 

The partnership with Sulwhasoo to launch Culture Club this year is aligned with JeweLuxe’s vision to expand our showcase of world‑class exclusive brands in different aspects of sophisticated living—in this case, a compelling Asian holistic skincare of heritage and culture synonymous with Korean beauty that women around the globe have come to appreciate.