Nestled in the lush tropics of Taman TAR in Ampang is the Tamarind Springs — a quaint fusion Thai restaurant that seamlessly blends in with the jungle foliage. Upon entering the place, the scent of lemongrass and incense as well as the sight of hibiscus, orchids and buttercups strewn on each step enchant the visitor.
The serenity of the surroundings coupled with the traditional architecture of the premises exuded an almost regal-like atmosphere reminiscent of a time long forgotten.
Poh Kong’s decision to launch its new Alamanda collection here reflects the thought and attention to detail given by this home-grown jewellery house to evoke the senses in tandem with the design principals of its latest collection under the Anggun series.
The floral-inspired collection features designs of hibiscus, orchids and buttercups which embody the understated yet demure elegance of an Asian woman.
“Anggun was conceived as an artistically appealing and aesthetically exotic creation” explains executive director Christine Choon.
Designed on the principals of tradition and modernity and inspired by local flowers, the series comprises three other collections namely the Orkid, the Bunga Raya and Manja. Poh Kong’s creative and technical teams carried out extensive research before starting work on Anggun’s signature filigree patterns. “We like to think of the Anggun creation as intricate works of art,” adds Choo. “We draw our stimulus from attending various art and
jewellery exhibitions globally, studying new trends in jewellery design, and from the great masters of art. Seeing the collections in the Anggun series come to life after years of experimentation is very gratifying.”
The Orkid collection seeks to capture the exotic beauty of the Malay Archipelago and the quiet charm of good taste. The Bunga Raya collection is a tribute to the national flower and represents Poh Kong’s interpretation of the 1 Malaysia concept. Also, the five petals of the flower symbolises the brand’s philosophy of quality, prestige, personalised service, exquisite design and eternal value. The Manja collection is specially crafted for children based on the designs of the two other collections.
The Anggun collection is made for those who like eclectic yet elegant pieces and will surely appeal to those who prefer yellow (916) gold. Poh Kong is targeting those between 25 and 45 for this collection.
Marketing manager Elizabeth Choon notes that “as the price of gold increases, retailers notice that consumers will tend to buy more in the hope that prices will further increase. Thus creating value for their investments”.
In recent weeks, the price of gold has soared to as high as US$1,600 (RM4,720) per ounce as confidence in the greenback falls. Gold is a popular hedge against inflation and during times of crisis. Choon estimates that with the launch of the new Alamanda collection, rightly timed just before Raya celebrations, this will increase sales for the series by 10 fold this year.
The Anggun collection was launched after the success of Tranz collection, Poh Kong’s debut in-house brand.
This article appeared on the Live it! page, The Edge Financial Daily, July 29, 2011.
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