By  on December 9, 2011

HONG KONG — Jewelry designer Solange Azagury-Partridge has just opened her first store in this city and her second in Asia.

“The Asian market will become more important,” the designer said Thursday at a press event marking the grand opening. She declined to say how much Asian or international sales contribute to her overall business.

The new store is located in IFC Mall, a high-end mall in the city’s Central district.

The London-based jewelry brand opened a shop in Singapore last year and has two stores in the U.S. — one in New York City on Madison Avenue and another in Los Angeles on Rodeo Drive.

Since the Hong Kong shop is smaller than the London flagship store, it doesn’t carry the designer’s full selection of jewelry but includes some signature pieces such as a kinetic ring that features three different looks.

On local tastes in jewelry, Solange noted that “quality is incredibly important.”

The designer celebrated the Hong Kong store opening with a private dinner on Thursday night at a nearby restaurant, Bettys Kitschen with model/actress/vocalist Joséphine de la Baume singing at the event.

To promote the new store, Azagury-Partridge plans to launch a Chinese version of its Web site soon. The company is also taking out print and digital advertisements and planning some viral marketing via Renren, a Chinese social networking platform, and Tudou, a Chinese equivalent of YouTube.

The Hong Kong shop features the jeweler’s signature rainbow carpet and ornate flowered stucco ceiling. The rainbow carpet was custom-designed in a new pattern for the store, the designer noted. The walls and display cases — one festooned with feathers — are a brilliant red.

A VIP section toward the back features dark walls and a sparkling ceiling covered in Swarovski crystals.

“Ceilings and floors are always neglected. I like to keep the eyes busy with color,” she said.

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