Jewel Changi gathers homegrown brands to showcase best of Singapore

By Luke Barras-hill |

The retail cluster can be found near the aviation facilities such as the Early Check-in Lounge, Changi Lounge, Baggage Storage and Tax refund stations

Jewel Changi Airport (Jewel) is inviting travellers to explore a new 370sq m retail cluster spotlighting leading retail and F&B selections from the island city state.

Aptly named, ‘Discovering the Best of Singapore Brands’, the retail area located on Jewel Level 1 is a partnership with Singapore Tourism Board that pays tribute to Singapore’s heritage and craftsmanship via exclusive and first-to-market souvenirs and merchandise and fresh F&B concepts from homegrown brands.

Six ‘Made with Passion’ brands include: Anthology of Compendium Spirits, Irvins, Kele, Kim’s Duet, Kwong Cheong Thye and Ya Kun Kaya Toast.

This is in addition to ‘I Love SG’ and Keong Saik Bakery.

The retail cluster assumes a theme inspired by Jewel’s well-known indoor greenery, accented by eye-catching landscaping and sweeping sightlines.

In a statement, Jewel said: “The unique retail concept augments Jewel’s proposition as a window to the best of Singapore and strengthens Jewel’s shopping street in Level 1 East, which is currently anchored by prominent homegrown brands.”

Launch promotion

The new retail & F&B lineup Jewel’s extensive assortment of more than 120 Singapore brands.

Almost half of Jewel’s 250-strong retail & F&B mix is represented by homegrown brands.

Jewel recorded a 30% year-on-year uptick in footfall from July to October. That level was around 85% of the footfall recorded in the same period in 2019.

Tourists account for 30% of total footfall, with the top 10 foreign visitor markets being Malaysia, China, the US, India, Netherlands, Australia, Indonesia, Philippines, Thailand and Hong Kong.

Visitors can discover new offerings that have been carefully curated by the brands and are only available at the new retail cluster. Pictured is ‘I Love SG’; below: premium confectionery from Kele.

To mark the opening of the retail cluster, Jewel is offering shoppers the chance to redeem an exclusive ‘Discover the Best of Singapore Brands’ offer with a minimum spend of S$60/US$45 at any store (maximum three same-day receipts) or S$45/US$34 for Mastercard holders.

From 1 December to 29 February 2024, shoppers can also avail of the ‘Jewel Festive Hands-Free’ shopping service which allows them to deposit their bags (irrespective of weight or size) for S$6 over three hours at the Basement 1 facility.

Shoppers are advised to present a receipt with a minimum spend of S$50 upon collection of their bags.

Among the retail lineup is travel retail concept I Love SG, where Singapore travellers can purchase souvenirs and merchandise.

Also available exclusively at Jewel is a novel chocolate gifting experience, ‘Merlie and the Chocolate Factory’, which infuses local flavours into chocolates produced in Singapore.

Tan Zhi Guang, Founder and Director of I Love SG, said: “At I Love SG, our aim is to inspire and connect people with the essence of their travels, through our in-house designed Singapore souvenirs and delicious Made in Singapore local flavour chocolates, allowing them to carry a piece of their Singapore adventures home.

“We are thrilled to invite everyone to embark on a journey of discovery and exploration through the treasures we’ve assembled.”

Speaking at the launch of ‘Discovering the Best of Singapore Brands’, James Fong, CEO of Jewel Changi Airport Development, added: “Fostering the growth of local brands with unique value propositions is in line with Jewel’s vision of the ‘World Meets Singapore and Singapore Meets the World’.

“Since opening in 2019, Jewel has been a choice launch pad for many homegrown brands and representation of homegrown brands has grown to about 50% of today’s total tenant mix. As international borders reopened, the presence of these brands was warmly welcomed by our overseas visitors.

“We are confident that Singaporean brands will continue to inject vibrancy into Jewel’s retail landscape for both local and foreign visitors. The opening of this new ‘Discovering Best of Singapore Brands’ retail cluster is well-timed, in anticipation of [the] full travel recovery to pre-Covid levels in 2024.

“We express our gratitude to the eight new brands for choosing Jewel as their business home, contributing to the expansion of our local offerings and enhancing the overall retail and dining experiences for Jewel visitors.”

All images courtesy of Jewel Changi Airport.

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