SOUTH KOREA. French luxury jewellery specialist Messika is making its first foray into the South Korean domestic market in collaboration with leading Asian brand operator Bluebell Group.
The move bolsters an already established partnership between the two companies, which started when Messika debuted in Korea travel retail in June 2022, with the opening of its boutique at Lotte Duty Free’s flagship store in Myeong-dong, Seoul in June 2022.
This was followed by the launch of another location at Lotte World Tower in Jamsil district a month later.
Located on the second floor of Lotte’s Avenuel building, the new 66sq m boutique showcases the brand’s signature creations, including the Move Collection.
The store design is inspired by Messika’s “minimalist elegance”, featuring a black and gold colour palette to reflect the brand’s aesthetics.
The brand has seen rapid growth since its launch in 2005 by Valerie Messika, with its products now available in 75 countries.
The Move has become the house’s key collection, popular for its bezel-set diamonds that slide on its rails. This innovative concept has become the signature design of the maison, inspiring its best-selling lines such as Move Classique, Move Uno and Move Link.
The collaboration will see Messika and Bluebell Group working closely to manage the brand’s retail operations, marketing initiatives and future development of the brand in South Korea.
Messika Founder Valerie Messika said: “I’m very excited to open our first domestic boutique in Korea with our partner Bluebell, this is another milestone for Messika in Asia. Korea is a country with an exquisite culture and very dynamic fashion trends, which is a strong DNA of the maison.
“This market will be an important pillar for us in Asia. With Bluebell, we will present to Korean customers innovative design, excellent customer service and of course rich offers of diamond jewellery as always.”
Bluebell Group President & CEO Ashley Micklewright added: “I am pleased and humbled that Bluebell Korea is part of Messika’s domestic presence today here in Seoul. Messika and Bluebell share core family values and a true dedication to the commitment to luxury service excellence.
“This partnership is exciting for Korean jewellery lovers, who appreciate sophistication and innovation, and whom we are sure will be delighted in discovering the world of Messika.” 
