Shinsegae Department Store to Showcase British High Jewelry Brand “Jessica McCormack” in Asia for the First Time

An Exhibition Space Reminiscent of a Grand Mayfair Townhouse Library
Showcasing Over 100 High Jewelry Pieces

Shinsegae Department Store announced on May 30 that it will be showcasing the British high jewelry brand “Jessica McCormack.”

From next month until the 26th, Shinsegae Department Store will open Asia’s first “Jessica McCormack” popup store on the first floor of Boon the Shop Cheongdam. Over the course of about one month, the popup will introduce high jewelry that combines British craftsmanship with a contemporary sensibility. This brand popup is the second of its kind globally, following the one at Harrods Department Store in the United Kingdom.

Amid rapid growth in the luxury jewelry market, Shinsegae Department Store’s luxury jewelry sales in the first quarter of this year surged by 55.6% compared to the same period last year. This indicates a growing number of customers who value not only luxury consumption but also rarity, personal taste, and brand storytelling.

Jessica McCormack popup photo. Shinsegae Department Store

View original image

Jessica McCormack is a designer jewelry brand founded in 2008 in Mayfair, London, an area often referred to as the Cheongdam-dong of London. The brand is known for its designs inspired by vintage jewelry trends from the Georgian era of the 18th and 19th centuries, reinterpreted with a modern touch. Its signature black plating and intricate diamond cutting techniques have captured the attention of global luxury clientele.

This popup will be arranged as an exhibition space reminiscent of the library in a grand townhouse in Mayfair, London. By utilizing classic furniture, decorations, and antique patterns, the space authentically recreates the ambiance of the London flagship store. Customers can experience the brand’s universe as if they were appreciating an art exhibition, going beyond the simple act of purchasing products.

Jessica McCormack’s signature “Ball n Chain” collection features products that allow diamonds and chains to be freely layered. Additionally, the “Button Back” collection reinterprets the traditional Georgian era setting technique—where diamonds are arranged in a gear-like pattern—into a modern and sophisticated style, blending classic and contemporary moods.

Through this popup, Shinsegae Department Store will showcase about 100 types of high jewelry. The main price range is between 20 million and 40 million won, with a variety of ultra-high-end fine jewelry pieces valued in the hundreds of millions of won also available.

Looking ahead, Shinsegae Department Store plans to continue discovering global brands that have been difficult to access in Korea and to further strengthen its competitiveness in the luxury market by offering differentiated content and spatial experiences. In particular, the strategy is to use its own luxury select shop, Boon the Shop, as a hub to expand the luxury experience beyond simple shopping to include suggestions for customer taste, discernment, and lifestyle.

Jang Jaehoon, Executive Vice President of Global Business at Shinsegae Department Store, stated, “Recently, the luxury market has seen a rapid expansion of customer demand to experience not just brand names but also rarity, craftsmanship, and brand storytelling. We will continue to introduce unique high jewelry brands from around the world, further strengthening our brand competitiveness.”

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.