105
It’s a decade since Raffles fine arts opened
its first Hong Kong store and, they say,
the secret of their success is winning
the hearts of their costumers by catarina Morgado
The Storytellers
hEN you first enter a Raffles
store you feel the warmth and
that has been at the core of their
business philosophy in the 10 years
since the brand was launched in Hong
Kong in November 1998.
Nine years after the debut in Hong
Kong, Raffles has premiered at the
Venetian Macau. Since the opening of
its first shop at Hong Kong’s Miramar
Shopping Centre, Raffles’s trademark
big and small silver leopards can be
found in all of their retail stores.
The fifth Raffles store at the Vene-
tian has taken the experience of previous
openings and their family traditions to well as a host of international “savoir- of good taste and the Macau store has
create a welcoming atmosphere. faire” features and forms. proven to be a lucky bet.
“Raffles culture is about being Mostly handmade, all of these “The Macau store has turned out to
warm with people. Always wear a unique objects tell you different stories be very profitable and the customers are
warm smile, that can even be felt over with the same happy-ending. This is no very demanding and show an exquisite
the phone and provide excellent service ordinary gift shop because here you can taste for fine arts and jewellery,’’ the
to customers at all times. It’s all about find something for almost anyone and company says.
loyalty,’’ says manager director Shahnaz every occassion. The loyalty has paid off and the list
Rumjah Li, adding that loyalty is the To celebrate their 10th birthday of VIP customers is growing across the
company’s watchword. Raffles has created a pair of unbearably Hong Kong and Macau stores.
Their fine art tradition is, Li says, cute little silver leopard card holders Along with the European art and
“like story-telling’’. specially made for the anniversary and designer items, Raffles has created their
aimed at symbolising that Raffles is own branded items, in order to consoli-
Unique and refined “Leaping to New Heights with Grace” date their name.
as the company’s new tag line says. In 10 years sales have increased
Raffles’ stories are told in unique Raffles has also made a special with the number of stores and although
and refined Italian Murano detail, in lightbox which is on sale at Hong Kong’s Raffles has experienced many requests
beautiful English china and German IFC shopping mall. After 10 years in to be franchised, storytellers prefer to
steel designed and fashion pieces, as business, Raffles is a growing empire keep things the way they are.
december 2008
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