Want to save money on fine jewellery? This Singapore company rents them out or upcycles your heirlooms
27 August, 2022
Fast fashion is notorious for its negative impact on the environment, but when it comes to fine jewellery, not many people are as aware or concerned about how its production can also be environmentally unsustainable.
After all, the average person is unlikely to buy as many, say, diamond rings as the number of garments one acquires in a year. Precious jewellery is also bought to be worn forever or passed down to future generations, instead of being tossed out with every fashion trend cycle.
Even so, jewellery production does involve practices that also have a huge impact on the environment. For those who want to enjoy fine jewellery with a clear conscience, there are now multiple ways that allow one to do so – and even save you money at that.
CNA Lifestyle talks to homegrown jeweller Amanda Koo to find out more about the sustainable options she’s pushing with her jewellery business, eClarity.
WHY BUY WHEN YOU CAN RENT? The idea isn’t exactly new – there are a number of fashion rental services here, making an extensive range of outfits and designer bags available to those who need them just for a special occasion or two, or those who simply want to enjoy being able to constantly change their wardrobe without buying more bags and clothes.
But a rental service for fine jewellery? It’s not something we’ve heard of yet in Singapore. Even if it exists, it’s likely on a very limited scale. This is why eClarity’s jewellery rental subscription, The Sample Line, which makes more than 1,000 pieces of jewellery available for selection, piqued our interest. For S$199 a month, the membership entitles a customer to rent one diamond jewellery piece every month. A gala plan is also available at S$690, with which elaborate pieces worth up to hundreds of thousands of dollars can be rented – the perfect solution for a formal do.
The process seems fuss-free, too: The Sample Line is on an app, where designs can be browsed and selected for doorstep delivery. Anyone who wants to select a piece in person can also visit its gallery. In case you’re wondering, all rented-out pieces are cleaned, disinfected and checked carefully for any damage.
While fashion rental platforms have been quite successful here, we wondered about the reception towards a similar service for fine jewellery, which many are accustomed to thinking of as a more personal possession – something one buys or is gifted, instead of renting to wear.
“People are warming up to the idea, especially the younger customers, who are shifting towards on-demand experiences. There is still a traditional mindset towards the ownership of luxury goods, especially in Asian countries like ours, where bridal and gifting purchases are important, and each piece of jewellery has both emotional and long-term value,” said Koo.
She pointed out the benefits of going the rental route for fine jewellery – besides cost savings, it offers customers a chance to experience the jewellery and understand their personal preferences in terms of style and design better before making a purchase.
“Aside from being a way to ‘test drive’ a piece before purchase, jewellery rental is also one of the easiest ways to work towards a circular economy, especially in our industry, which has seen its fair share of environmental impacts,” she added.
Koo has also observed how younger consumers, particularly, are gradually bypassing the need for the ownership of luxury goods and are preferring easier access to experience them. “Plus, they are also much more environmentally conscious and discerning than consumers before. Rental thus becomes a viable framework, as it not only encourages a shared economy but reduces wastage in the long run,” she said.
Source: cnalifestyle.channelnewsasia.com
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