Editor’s Note
**Editor’s Note:** Hyères Lor Korea’s proprietary ‘Armor Brass’ plating technology is setting a new standard in jewelry, effectively addressing long-standing concerns over brass tarnishing and durability.
LF (CEO Oh Kyu-sik, Kim Sang-kyun)’s fashion subsidiary Hyères Lor Korea operates the jewelry brand Hyères Lor. Its accessories featuring the proprietary plating technology ‘Armor Brass’ are gaining positive responses.
Brass is a material widely used even in the accessory lines of global luxury brands, but concerns about tarnishing and durability have been consistently raised. To overcome these limitations, Hyères Lor developed ‘Armor Brass’, applying a high-density plating process that is 3 to 10 times stronger than its existing products. The key feature is the enhanced plating durability of brass accessories, minimizing tarnishing and wear.
During product development, tests simulating real-life environments were conducted, including salt spray tests, chemical resistance tests, and abrasion tests. Based on these, the optimal plating thickness was designed. Rings and bracelets, which have frequent contact with hands, received an even thicker plating, and necklace chains also had their durability reinforced in the same manner. For earrings, the posts that touch the ears are made of silver material to reduce allergy concerns.
The Armor Brass line is developed based on Hyères Lor’s signature bold yet minimalist design. It emphasizes structural forms centered on curves, the inherent volume of metal, and surface texture, designed to make a statement even when worn alone.
Market response has been positive. Hyères Lor pre-applied Armor Brass to some products in May, garnering high interest, particularly in its bracelet and ring lines. Representative products, such as a bangle combining a clean polished metal line with a stone pavé line and a bracelet featuring continuously linked H-shaped chains, sold out their initial stock within three days of launch. Subsequent reorder quantities also sold out quickly, leading to operations on a pre-order basis. Sales of brass material products increased approximately five-fold in May compared to the previous month, showing rapid growth centered on the Armor Brass line.
Riding on this demand, Hyères Lor plans to launch new Armor Brass bracelet products in June. Going forward, the company intends to continuously expand its metal accessory line that reduces concerns about tarnishing and wear from summer sweat and moisture exposure, aiming to capture the related market.
Hyères Lor is a premium jewelry brand. Its name combines the free-spirited sensibility of ‘Hyères’, a resort town in southern France, with the value of ‘Lor’ (gold). The brand presents contemporary jewelry based on sophisticated design and craftsmanship. It is characterized by structural designs utilizing curves and a bold yet minimalist style, offering various jewelry collections including rings, necklaces, bracelets, and earrings.