Luxury companies such as jeweller Van Cleef & Arpels, which has just opened the second global branch of its jewellery school in Hong Kong, are taking a new approach to keeping a loyal customer base – selling experiences and knowledge as well as goods.
High Jewellery
Van Cleef & Arpels picks Hong Kong for second global outpost of jewellery school, key element in its pursuit of young customers
- The jewellery company has opened the first overseas branch of its jewellery school in Hong Kong at K11 Musea, called L’Ecole Asia-Pacific
- The school’s main purpose is to teach consumers how to appreciate fine jewellery and to cultivate interest in and loyalty to the brand
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High Jewellery
Luxury companies such as jeweller Van Cleef & Arpels, which has just opened the second global branch of its jewellery school in Hong Kong, are taking a new approach to keeping a loyal customer base – selling experiences and knowledge as well as goods.