Lotte Department Store Main Branch Strengthens Position as High Jewelry Hub... Van Cleef & Arpels and Graff Open

'Van Cleef & Arpels' and 'Graff' Open at Main Branch on the 21st
'High Jewelry Fair' Runs Until the 6th of Next Month
Strengthening High Jewelry Presence Since 2022

Lotte Department Store has taken steps to strengthen its position as a high jewelry hub.

On the 25th, Lotte Department Store announced that it opened 'Van Cleef & Arpels' and 'Graff' on the first floor of its main branch on the 21st. Following the existing stores of Cartier, Tiffany, and Bulgari, it has reinforced its high jewelry brands to attract customers in the Gangbuk area.

Lotte Department Store Main Branch 'Van Cleef & Arpels' Store Exterior (Photo by Lotte Department Store)

Recently, customer demand for high jewelry has been increasing. This is because high jewelry is attractive to customers seeking both rarity and investment value, as it has not only fashion versatility but also high collectible value as an asset. Sales of luxury jewelry at Lotte Department Store grew by more than 20% year-on-year last year. This year, it continues to show a high growth rate of over 35%.

Accordingly, Lotte Department Store opened Van Cleef & Arpels and Graff simultaneously as part of its strategy to elevate its main branch as a high jewelry hub in the Gangbuk commercial district. Van Cleef & Arpels, a high jewelry brand established in France in 1906, opened its first new boutique of the year at this location. At the main branch boutique, customers can experience Van Cleef & Arpels' representative collections, from classic high jewelry to Poetic Complications watches and the Lucky Spring collection.

Graff, a British high-end jewelry brand, specializes in rare and valuable diamonds worldwide. The Graff salon at Lotte Department Store’s main branch features a separate room where customers can view Graff’s high jewelry products, providing a differentiated experience.

To celebrate the opening, the main branch will hold a 'High Jewelry Fair' until the 6th of next month. Nineteen brands, including Cartier, Bulgari, and Tiffany, will participate, showcasing high jewelry worth approximately 38 billion KRW, including limited edition collections. Lotte Department Store first held a high jewelry fair at its Jamsil branch last year, receiving great customer response.

Cho Hyung-joo, head of Lotte Department Store’s Luxury Division, said, "The opening of Van Cleef & Arpels and Graff at the main branch signifies that the main branch has secured competitiveness in high jewelry in the Gangbuk commercial district," adding, "We will continue to expand our high jewelry brand portfolio to meet the needs of customers seeking special experiences."

Meanwhile, Lotte Department Store has been showing efforts to strengthen the status of high jewelry since 2022. In May 2022, it held an exclusive Cartier mega popup event at the lawn square of Lotte World Mall in Jamsil. In December 2023, the 'The Crown' on the basement first floor of AvenueL Jamsil hosted a Tiffany holiday popup, and in April last year, it presented a Bulgari B.Zero1 exhibition-style popup.

This content was produced with the assistance of AI translation services.