Shinsegae Department Store will open a dedicated jewelry hall on the first floor of its Gangnam branch to target demand for luxury jewelry. It roughly doubled the size of its jewelry floor and strengthened its assortment by bringing in a large number of new brands.
Shinsegae Department Store said on the 21st that it opened a "jewelry hall" on the first floor of the Gangnam branch on the 19th. The new hall features 17 brands in total, 10 of which are newly launched.
Department store jewelry has shown strong growth recently. According to Shinsegae Department Store, luxury jewelry sales in the first quarter of this year rose 55.6% from a year earlier. As consumer demand diversifies not only into high-end jewelry but also into wedding bands, colored gemstones, and designer jewelry, the need for professional curation is growing.
Shinsegae Department Store revamped the first-floor jewelry section at the Gangnam branch into a dedicated hall to meet this demand. By placing the jewelry hall on the first floor, where linked purchases with high-priced categories such as luxury fashion, cosmetics, and watches are possible, the retailer aims to extend customer dwell time and capture demand for wedding gifts, anniversary gifts, and self-purchases.
Brands in the Shinsegae Department Store jewelry hall include Tasaki, known for pearl and diamond jewelry; Pomellato, which showcases colored gemstone pieces; Messika, noted for modern designs; and Acredo, a custom wedding band brand.
It also bolstered brands with distinctive designs. Alongside global names such as KHIRY and Spinelli Kilcollin, it will introduce domestic designer brands including NOONI and FRIT. With this, the plan is to target not only wedding jewelry demand but also fine jewelry for everyday wear and customers who prioritize individuality.
To mark the opening of the jewelry hall, Shinsegae Department Store will run a promotion from the 26th to July 5. During the event, customers who purchase watch and jewelry items with a Shinsegae affiliated card will receive up to 7% in points based on the purchase amount.
A Shinsegae Department Store official said, "As jewelry buying criteria diversify by brand, design, and material, the importance of professional curation is growing," adding, "We will offer a differentiated jewelry shopping experience tailored to customer tastes and purchase purposes."