【Seoul, South】Lotte Department Store Opens ‘Van Cleef & Arpels’ and ‘Graff’ Stores Simultaneously on First Floor of Main Store

[Business Post] Lotte Department Store has attracted two high jewelry brands to its main store.
Lotte Department Store announced on the 25th that it opened ‘Van Cleef & Arpels’ and ‘Graff’ stores on the first floor of its main store in Jung-gu, Seoul on the 21st.

Lotte Department Store explained, “We simultaneously opened Van Cleef & Arpels and Graff as part of our strategy to elevate the main store as a high jewelry mecca in the Gangbuk commercial district. Following the existing brands Cartier, Tiffany, and Bulgari, we are strengthening our portfolio of major high jewelry brands to seriously target high jewelry customers in the Gangbuk area.”

Van Cleef & Arpels is a representative high jewelry brand founded in France in 1906. The newly opened main store boutique is Van Cleef & Arpels’s first new boutique this year, where customers can experience all of the brand’s representative collections, from classic high jewelry to Poetic Complications watches and the Lucky Spring collection.

Graff is a British high-end jewelry brand. It is renowned as a brand that specializes in handling the world’s rarest and most valuable diamonds, managing the entire process in-house from mining the rough stones to cutting, polishing, and selling.

To coincide with the opening of the two stores, Lotte Department Store is holding a ‘High Jewelry Fair’ until April 6th. Nineteen brands, including Bulgari and Tiffany, are participating, showcasing high jewelry worth approximately 38 billion won, including limited-edition collections.

Lotte Department Store has been strengthening its high jewelry status and securing growth momentum since 2022.

In May 2022, it held Cartier’s mega pop-up event exclusively in Korea at the Jamsil Lotte World Mall lawn plaza in Songpa-gu, Seoul. At ‘The Crown,’ a luxury pop-up space in the basement of Avenue L Jamsil, it presented the Tiffany Holiday pop-up and the Bulgari B.zero1 exhibition-style pop-up.
In February 2023, Kering Group’s fine jewelry brand Qeelin became the first to enter a department store at the main store. In September 2024, the Italian luxury jewelry brands ‘Pomellato’ and ‘Marco Bicego’ entered the main store.