Editor’s Note
This piece explores how accessories, once symbols of rock’s rebellious masculinity, have evolved into a mainstream fashion trend, enhancing the visual drama of performance.
Accessories are essential items for a rocker singing passionately on stage. Glamorous accessories, along with music full of rock spirit and unique hairstyles, create an even more intense stage performance.
Jeong Ji-hoo, CEO of Silver Bell
Silver Bell (CEO Jeong Ji-hoo) is a fashion jewelry specialty shopping mall. Jeong Ji-hoo, the CEO of Silver Bell, emphasizes that accessories are a way to express youth and freedom.
CEO Jeong debuted as a singer in 1998 and later worked as a musical actor. He developed an interest in the various accessories that enhance the stage. His unique fashion sense and affection for accessories were the motivation for starting the jewelry business.
CEO Jeong meticulously planned and prepared for the startup. He believed that recklessly jumping in with only favorite items would lead to failure. While working as a singer, he conducted market research in his spare time. He personally analyzed internet shopping malls and explored wholesale and retail markets. He diligently learned everything from internet usage and website creation to the new startup training course of MakeShop, an integrated e-commerce solution.
CEO Jeong opened Silver Bell on MakeShop in December 2011. The mall’s name was inspired by the clear sound of bells and splendid decorations on the streets during Christmas. It embodies the elegant image of a silver bell and a mall image that is easy for many people to remember.
CEO Jeong focused his efforts on promoting the shopping mall. He believed it was the most important marketing point in the saturated jewelry shopping mall market. He began promoting Silver Bell on Social Network Services (SNS). He advertised Silver Bell products and events through celebrity sponsorships and various communities.
He steadily targeted customers in their 20s and 30s who prefer bikes or rock music, as well as fashion accessory enthusiasts. Not only celebrities but also various customers began seeking out Silver Bell products. Recently, CEO Jeong has been selling items like the Lord’s Prayer ring and cross necklaces and has engaged in direct promotional activities at nearby churches.