Korloff
[Opening later this year in Ion Orchard]

For a brand that is only 30 years old, Korloff has its roots steeped in ancient history. The French jewellery brand is the brainchild of Daniel Paillasseur, who owns one of the world's biggest cut black diamonds - the Korloff Noir, which at 88 carats was said to be the prized possession of the Korloff Saponjnikoff family, part of Russian nobility.

Inspired by its brilliance and the legend of the gem, Paillasseur started Korloff, a company that produces jewellery, watches and perfumes.

Perhaps blessed by the revered gem in their possession, the brand Korloff has found success since its inception.

Today, the brand Korloff can be found in more than 60 countries worldwide, the latest of which will be Singapore where a 1000 sq ft standalone Korloff boutique is slated to open in the new Ion Orchard later this year.

Best known for inventing its signature 65 faceted Korloff Cut, the store will boast a range of jewellery, accessories and watches and will be managed by Soo Kee Jewellery, the brand's exclusive distributor here.

'Korloff is already in many Asian countries like Korea, Japan, Vietnam and Malaysia so the brand itself has a good grasp of the Asian market,' says Geraldine Loh, Soo Kee's head of corporate branding on their decision to bring Korloff into Singapore.

'We are very careful when choosing brands and place a lot of emphasis on the idea that the designs will appeal to Singaporeans and we believe that Korloff meets that criteria.'

She adds that Singaporeans like wearable designs that are not limited only to special occasions and appreciate good craftsmanship.

'Many of the Korloff pieces definitely fit into that category. They use premium quality materials to create designs that are good for everyday use and that are still good value for money,' she says as she reveals that for as low as $1,000, one can pick up a beautiful and interesting piece from the shop.

'People who appreciate the classiness of French designs and their emphasis on craftsmanship will appreciate Korloff.'

Following its success around the region, Korloff itself is psyched to make its way to Singapore and already has exciting plans up its sleeves.

'If all goes well, in maybe two years' time we might be ready to bring the Korloff Noir to exhibit in Singapore,' says Korloff's spokeswoman Sylvie Baradel who was recently in town.

'We expect the exhibition to be a huge success, as it has been in many other countries before. It's such a mythical and spectacular diamond that I've even seen people start to cry in its presence, that's how remarkable it is.'

This article was first published in The Business Times.

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