So many people turned up for jeweller apm Monaco's store opening on Duddell Street, Central, that some had to wait outside before getting a chance to check out the glittering fare.
The brand's art director, Kika Prette, came to town for the opening of its first store in Asia and to mingle with the more than 100 guests.
'We don't have a typical customer, but we target individuals who share an outlook that's young, fun, individual and open-minded,' she said. 'Women who appreciate beauty and the finer things in life, and are just as comfortable treating themselves as being treated.'
Prette said she wanted to create versatile pieces appropriate for boardroom and bar that would not break the bank - think bling cocktail rings, chain bracelets, alphabet pendants and colourful ear studs.
With apm Monaco's arrival, and the recent relocation of Shanghai Tang's flagship store, Duddell Street seems to be the new retail magnet for serious shoppers.