France’s Messika has announced a new partnership with Bluebell Group, a prominent luxury brand operator in Asia, which sees the luxury jeweller opening its first boutique in South Korea.
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Located on the second floor of Seoul’s Lotte Avenuel World Tower, the 66-square-metre store’s design reflects the Parisian brand’s minimalist elegance and opulence, featuring black and gold accents that underscore a modern and timeless luxury aesthetic.
Inside, shoppers will find Messika’s iconic ‘Move’ collection. First launched in 2007, the line is known for its concept of bezel-set diamonds, which slide on an ingenious system of rails. This notion of moving diamonds has become the signature design of the maison, giving birth to some of its best-selling collections such as ‘Move’ ‘Classique’, ‘Move Uno’, and ‘Move Link’.
“I’m very excited to open our first domestique boutique in Korea with our partner Bluebell, this is another milestone for Messika in Asia. Korea is a country with exquisite culture and very dynamic fashion trends, which is a strong DNA of the maison,” said Valérie Messika, who founded the namesake jewellery brand in 2005.
“This market will be an important pillar for us in Asia. With Bluebell we will present to Korean customer innovative design, excellent customer service and of course rich offers of diamond jewellery as always.”
As part of the new partnership, the Bluebell Group will work closely with Messika to handle the brand’s retail operations, marketing initiatives and future development of the brand domestically, by leveraging the group’s local market knowledge, networks, and quality of service expertise in the luxury segment.
“I am pleased and humbled that Bluebell Korea is part of Messika’s domestic presence today here in Seoul,” said Ashley Micklewright, president and CEO of the Bluebell Group, which has been collaborating with Messika in the Korean Duty Free Market since 2022.
“Messika and Bluebell share core family values and a true dedication to the commitment of luxury service excellence. This partnership is exciting for Korean jewellery lovers, who appreciate sophistication and innovation, and whom we are sure will be delighted in discovering the world of Messika.
Messika opened its first boutique in Paris, on rue du Faubourg Saint-Honoré, in 2013. This was followed by the opening of its Parisian workshop in 2015, and its expansion internationally. Today, Messika has more than 570 points of sale in 85 countries worldwide.
Retail in Asia is part of Bluebell Group.