LOCAL brands like Poh Heng Jewellery, TianPo Jewellery, Soo Kee Jewellery and Aspial are giving out good bargains during the Great Singapore Sale, but there is another league of jewellers that eschew such public promotions.

Luxury brands like Cartier, Bulgari, Chopard, Piaget, Tiffany & Co. and Mont Blanc do not shout about their promotions - if they have any at all. The exception is French jeweller Mauboussin, which is having a 30 per cent discount in conjunction with the Great Singapore Sale - the first time it is offering a discount during the annual event.

Even so, this fact is not widely advertised. A spokesman for Richemont Luxury, a group that includes brands such as Piaget, Van Cleef & Arpels and Cartier, said: "Ours are not promotional brands and we want to maintain our exclusiveness."

Mr Francis Foo, 47, co-founder of local couture jewellery boutique Loang & Noi, explained that that his brand does not offer sales because "some of our pieces are one-of-a-kind, and most of our collections are limited editions".

In contrast, a spokesman for Poh Heng Jewellery said that it participates every GSS period and does so for the purpose of consistent branding.

Yet sales do exist for luxury brands. While Loang & Noi does tie-ups with banks like Citibank to offer 10 per cent discount exclusively for credit-card members, Bulgari discreetly announces its sales to VIP clientele via calls and mailers.

A regular client of Bulgari who wants to be known only as Helen, said: "I can get up to 50 per cent discount at Bulgari during those sales."

The 31-year-old homemaker purchases "one or two" pieces from Bulgari every year, both at sale and retail prices.

She adds: "I prefer luxury brands to others because their value holds up better in the long run."

For those still shopping during the GSS period, you won't find many big-name luxury brands on sale, but my paper offers a list of jewellery shops where one can find those glittering pieces at a lower price.

Stylish jewellery for all fashions

DON'T wear flashy jewels? No problem. my paper picks pieces on sale - with the help of guidelines provided by stylists Ashburn Eng and Jerome Aswathi - which you pair with almost any outfit, including corporate wear, for a subtle and elegant look.

POH HENG JEWELLERY
(Call 1800-764-4364 to check which outlets these items are available at)
18K White Gold Cuff embellished with Diamonds (right) by itrustme: $9,994.50 (U.P. $11,105)
Amethyst oval pendant embellished with diamonds and set in white gold: $480 (U.P. $600).
GSS specials: 10 per cent off itrustme collection and 20 per cent off selected gemstone and diamond jewellery until July 20. Receive a $20 gift voucher with every $100 spent. In store terms and conditions apply.

LARRY JEWELRY
(#01-12 Paragon Tel: 6732-3222)
Mystique Dew pendant - South Sea pearl accompanied by diamonds (right): between $3,220 to $3,680 (U.P.
$4,600).
GSS special: 20 to 30 per cent off selected items until July 20.

LEE HWA
(#03-37/41 Wisma Atria Tel: 6736-0266)
Quintess pendant, diamonds on white gold: $2,032 (U.P. $2,258).
GSS special: Up to 50 per cent off storewide, until July 20.

SK JEWELLERY
(#B1-11 Ang Mo Kio Hub Tel: 6554-1433)
Skarlet diamond earrings: $169 (U.P. $339).
GSS special: Up to 50 per cent off storewide, until further notice.

GOLDHEART JEWELRY
(360 Orchard Road, #01-18 International Building. Tel: 6735-0689)
Lustre pearl, white gold and diamond earrings: $698 (U.P. $1,488).
GSS special: Up to 50 per cent off storewide until July 20.

SOO KEE JEWELLERY
(#02-162 VivoCity Tel: 6376-8263)
Lovita diamond earrings: $218 (U.P. $438).
GSS special: Up to 50 per cent off storewide, until further notice.

TIANPO
(#01-43 Centrepoint Tel: 6235-1889)
Enchante ring - green amethyst with diamonds set in 18K white gold (right): $458 (U.P. $920).
GSS special: Up to 50 per cent off on selected items and 50 per cent off GIA certified diamonds until July 23.

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