He wanted to become a pilot but he ended up a jeweler.
Born and bred in Singapore, Mr Parthiban Murugaiyan was educated at esteemed institutions such as the Victoria School and Catholic Junior College.
He started his career at the tender age of 22 when he decided to take over his family-‐owned gold jewellery business. After completing his National Service, he was pressed to make a life-‐changing decision – to pursue his ambition of becoming a pilot or to fulfil his parents’ aspirations of building the family’s jewellery business. It was a tough decision but as the only son in the family, Parthiban chose duty over his heart. He has not looked back since. Even though venturing into business was never part of his plans, the self-‐taught young man strived to be the best amongst the rest and went into it with full passion.
As such, Parthiban grasped every opportunity after long working hours daily to expand his knowledge on the jewellery market and retail industry. Through countless networking sessions, visiting of trade fairs and gathering feedback from customers, he gradually amassed a wealth of knowledge. His hard work, resilience, strong business acumen and his desire to be different from the rest of the players in the industry helped him carve out his own niche.
In order to garner a breakthrough in the gold jewellery industry, he placed a huge emphasis on understanding consumers’ preferences right from the start. His priority was to keep abreast with the evolving demands and buying patterns of the new consumers. Till today, each gold jewellery design has to be approved by the man himself before proceeding to manufacturing. He also ensures that his in-‐house design team is constantly updated on new arrivals and design trends.
Mr Parthiban is proud to have transformed his family-‐owned jewellery business into one of the leading jewellery merchants in the industry that caters to the niche market community.
Since young, Parthiban had always had the vision to bring his business global. He also wanted to have chains of stores under a reputed Jewellery Brand that caters to the local mainstream community as well as International consumers.
Over time, Mr Parthiban studied the industry outlook, market trends and customer buying patterns and realized that there is a huge potential for the business to grow as a global brand. Despite the demand, many customers still have a limited variety of places and choices to shop from. Additionally, he saw an emotional and sentimental connection people had to gold and he sought to break the stereotypical connection between gold jewellery and certain ethnic and age groups. With the extensive experience gained from helming his family business along with good foresight, Parthiban set up Luvenus Jewellery to meet that demand. He was invited to bid at Changi Airport and he did not hesitate to seize the opportunity. In 2012, he opened its first outlet in Changi Airport Terminal 2. Following the success of its first outlet, within a year, the brand was given the opportunity to have a second outlet in Terminal 1 (not operating since 2015). Within the short span of two years, the brand was turning in total sales of more than S$30 million.
A unique shopping concept, the brand is the first offering of its kind at the Changi Airport. It focuses purely on 22-‐karat and 24-‐karat gold crafted jewellery, carefully curated from around the world. The brand offers an extensive selection with over 5000 products, ranging from classic to contemporary designs that incorporate the latest trends with exquisite craftsmanship.
The brand caters to multinationals who are transit and outbound tourists. It prides itself on the unique selling points of its products and its customer-‐centric culture. Maintaining a specialized expertise in 22k and 24k gold jewellery, a transparent pricing policy and excellent customer service is the key to its fast-‐growing success. It is positioned differently to cater to multinational communities and to leverage on the trust of the international public on Singapore brand globally.
Building up the Luvenus brand name with his accumulated experience, the brand has grown tremendously since its first launch in Changi Airport, appealing to consumers from different nationalities and from all over the world. To facilitate Luvenus’ expansion into the different markets, as well as to stay relevant in the competitive industry, the company procures from all parts of the world to cater to the diverse preferences of the communities.
Spurred by their success at Changi Airport, Luvenus made its first entrance into town, opening its second outlet in Lucky Plaza in 2014, located along the Orchard Road shopping belt and the third outlet in Nex shopping mall. Within a short span of time, Luvenus Jewellery has successfully established noticeable retail presence in Singapore and its products are highly sought-‐after by diverse communities.
As a young, daring entrepreneur, he was never afraid to venture into unknown territories. Furthermore, Mr Parthiban had no formal training or education in managing a business. Everything he did was either self-‐taught or an instinctive decision – yet through this, he learnt how to take calculated risks and make strategic moves for his company. He was driven by self-‐motivation, lifelong learning, humility and instinct to make it to where he is currently.
His goal is to take Luvenus Jewellery global, to be present in all countries. Moving forward, Mr Parthiban plans to open up more domestic outlets and subsequently franchise the brand globally. And Luvenus jewellery will be opening the first offshore outlet at Hong Kong International Airport June 2016.
Luvenus Jewellery – Hong Kong International Airport Terminal 2
Singaporean contemporary jewellery brand, Luvenus Jewellery, announced recently, that it will be opening its first International outlet at Hong Kong International Airport to showcase their designs to the millions of travellers that pass through the airport each year.
The opening at the Hong Kong International Airport is the brand’s fourth outlet worldwide, and that Luvenus Jewellery hopes to expand into the Mainland Chinese market.
“Hong Kong is a major tourist and business travel destination for both Mainland and international visitors from around the world. Having a point of sale at the Hong Kong International Airport is part of our strategic plan for expansion into the Mainland. We will be using Hong Kong as our regional base from which to grow our business and better serve the needs of our customers,” Mr Parthiban added.
Luvenus Jewellery will be the first jeweler from Singapore to venture into Hongkong. Eventually through Franchising, Luvenus targets to advance inroads into the domestic market in Hong Kong as well as into Mainland China.
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