Lee Hwa picks new brand ambassador amidst brand refresh

Jeweller Lee Hwa has appointed Mediacorp artiste and actor Desmond Tan as its first brand ambassador. 

The ambassadorship comes as Lee Hwa launches ITALGOLD, a collection of fine 916 gold jewellery. ITALGOLD represents the brand's dedication to excellence and innovation. 

Since its foray into gold, Lee Hwa has offered unique styles that are designed in house, signifying the brand's mission to bring value from concept to creation. Tan, with his trendsetting style and charisma, is poised to provide a fashionable interpretation of each collection for both men and women. 

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In addition, Tan's journey of welcoming a newborn into his life, adds a layer of depth to his already multifaceted persona. His evolving story mirrors the brand's dedication to capturing the beauty of each milestone. 

"It’s really exciting to be part of a brand that so many people love. As Lee Hwa’s brand ambassador, I wish to invite more people — both women and men — to connect with the innovative designs and craftsmanship that make the brand special. Finally, it’s about showing my audience jewellery that feels personal and meaningful," said Tan in a statement. 

"Tan’s talent and style have garnered him a sophisticated and discerning fan base, qualities that align with Lee Hwa. His ability to push the envelope with high fashion while maintaining a genuine emotional connection with audiences makes him the ideal partner to elevate our brand to new heights. He is a worthy counterpart to the elegant, confident and smart Lee Hwa woman," said Patsy Loo, Lee Hwa business director. 

As brand ambassador, Tan will front major campaigns over the coming months for Lee Hwa. He will also be representing the brand's hero diamond line, Destinée. 

In tandem, Lee Hwa has unveiled its new logo. The intertwine of the brand's initials remains a recognisable part of Lee Hwa's emblem. Meanwhile, the characteristic wave expresses the fluidity of its creative endeavours and feminine beauty of the Lee Hwa woman. 

The refreshed logo aims to instill confidence and is a "new declaration of the brand's persona and promise." It will be introduced across Singapore as the jeweller refreshes its boutiques. Expected to launch progressively in 2024, the boutiques serve as testaments to Lee Hwa's commitment to excellence and pursuit of beauty and innovation 

Tan is not the only actor in recent times to score an ambassadorship. Last month, Chinese actress Fan Bingbing was appointed as the state of Melaka's tourism ambassador. In conjunction with her appointment, the actress is set to visit Melaka to promote the state's "Visit Melaka 2024" campaign. 

"Visit Melaka 2024" aims to reposition the state as an ideal tourism destination and Fan will be visiting the town from 14 to 16 June 2024 to kickstart the campaign.

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