Vogue Jewellers launches first international store in Melbourne

From left: CEO Nandana Herath, Managing Director Anura Hemachandra, Director Anuradha Hemachandra and Director Emali Hemachandra.

Pic by Pradeep Pathirana

By Rukaiya Riza

Vogue Jewellers, one of the most popular and long-standing jewellery brands of Sri Lanka has entered the global market, opening its first international store in Melbourne, Australia. This initiative is expected to give the country the much-needed economic boost through increased foreign exchange revenue.

The Melbourne branch is a giant milestone to the brand that offers a rich heritage of bridal and fine jewellery in an international marketplace. Anura Hemachandra, Managing Director of Vogue Jewellers, said, “We are excited with the ability to showcase the best of Sri Lankan workmanship in Australia. This growth is our belief in creating timeless designs that mark the rites of passage in life and can be considered investment pieces.” 

“Melbourne was selected not only on the premise of high traffic but also the rich Sri Lankan population (approximately 400,000 to 500,000), they have been asking us why we do not have a store there, and I think the time has come,” he added. “They no longer need to make a trip back home to get a piece of jewellery that depicts their roots and heritage.”

The shop displays a broad range of collections that comprises the traditional and contemporary Kandyan and Western bridal jewellery along with 14k, 18k, and 22k gold items. Important notes include the Tusker Collection - the first branded 22k gold brand in Sri Lanka with heavy-set designs and the Golden Truffle and Majestic lines as well and specific lines dedicated to men and children.

Serving a wide range of clientele, Vogue has also provided the designs in 14k that are specific to the Australian market, and at the same time serving the cultural inclinations of the South Asians to use 22k of gold. Newly appointed Director of Vogue Jewellers Melbourne Anuradha Hemachandra explained, “We are providing global standards at a far more affordable price than the European or American brands.”

“We are going to be at the Westfield fountain in Narre Warren, which is a Level 2 unit, directly opposite the Myer shop. Once we examined our own collected data, we found that the greatest footfall of our intended target market which is Sri Lankans occurs by chance to this very mall. So, in terms of strategies, this is where we feel we should be here. Australia is a very multicultural society, and once we divide it, wefind that Sri Lankans, Indians and Middle Eastern incline towards Sri Lankan jewellery. Our Sri Lankan people can also be found to take in 22k gold not only due to its artistry but also as an investment. Australians, on the other hand, prefer to have simpler, elegant and sophisticated designs, usually in white gold. This is the reason why we have started a 14k jewellery collection to cater to their liking. Simply, we have something everyone will like,” Director of Vogue Jewellers Melbourne, Emali Hemachandra shared.

Vogue said it also has plans to expand within Australia opening more branches in cities like Sydney, Brisbane and Perth.