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Founded in 2017 by Mindy Aletheia Chow, a Nanyang Technological University School of Art, Design & Media graduate, SOAMI’s (pronounced “sow me”) wide-ranging offerings run the gamut of affordable stainless steel and 18K gold vermeil jewellery to bridal and bespoke fine jewellery Dion by SOAMI.
By offering engraving services on almost all of its products, it distinguishes itself from its competitors, adding a personalised element that's perfect for a gift.
Before opening its monobrand store on the third level of Raffles City Shopping Centre, SOAMI was stocked by many retailers.
The 387.5 sq ft space was designed by local creative and branding agency Parable Studio. “Mindy wanted to position SOAMI as an accessible luxury brand that creates custom tokens of important moments,” says Parable Studio founder Ken Yuktasevi.
"Our team fell in love with the idea that the smallest things could communicate the biggest stories, and it inspired us to make the store appear much larger than it actually is through architectural proportions and placemaking that breaks the mould of maximising every square inch for display.”
The store’s foyer makes it stand out. The arches, textured walls, planters and patterned tiles evoke the feeling of stepping into a fancy house, yet it is not out of reach.
An antique finish on the wooden display cabinets inside makes them appear like they were inherited from one’s grandparents.
With a timber top and Travertine marble legs, a custom display table dominates the space, while a sensuously curvy Pacha lounge chair from Danish brand Gubi provides a resting spot.
There is even a craftsman corner where customers can consult staff on engraving the jewellery.
The wall behind the checkout counter provides a refreshing splash of colour with its teal mosaic tiles and light blue grouting, a graphic and decidedly modern counterpoint to SOAMI’s predominantly neutral palette.
Golden and mellow interior lighting is enhanced by a simple pendant light and a naked bulb table lamp.
Combined with the decorative everlasting flowers and artificial plants placed throughout, it makes you feel comfortable and unhurried as you shop.
Photography by Elsen Ho.
SOAMI is at #03-27 Raffles City.