Saturday, November 26, 2016

Chimes redefines luxe retail

“Chimes redefines luxe retail”
Sun.Star Davao, Nov. 26, 2016

           There is a fitness app on my mobile phone that tracks the minutes I have been active in a day. The funny thing is that the only time I reach my goal is when I step inside the mall!

           Maybe because when scouring the mall for the best finds, I rarely find everything in close proximity. I have to cross from points A to D to do my grocery, shop for clothes, drop by the bookstore, find a unique gift, etc. That’s why when I want to shop hassle-free in a flash, a visit to Chimes Boutiques with its well-curated array of brands is such a time saver for a busy mom like me. 

             The unrivaled ‘Shopping Mecca of Mindanao’ located along Governor Sales Street, recently re-opened its doors to unveil their newly renovated 37,000 square foot flagship store, in collaboration with the retail design specialist, Moss Manila. 

                 Cindy Yap, the CEO of Chimes Boutiques and the senior vice president of the Felcris Group of Companies, intimates that after twelve years, the upscale specialty store's repositioning and renovation were inevitable.                

 “Everything changes, we change. Change is a constant element in everyone’s life. The moment came for us, as well, to create a new selling strategy that would meet the wishes of our clients, passionate travelers always looking for something new”, Cindy divulges.

And, what an impressive transformation it was!

“The shop unfolds within a magnificent three-storey building with a very spacious and open ground floor. Welcoming the guests are huge chandeliers that’s fitted for a king’s palace. The floor, on the other hand, is divided by a soft white marble “pathway”, which contrasts with the grey concrete floor tiles around the perimeter. It's about redefining luxury with a new palette of materials”, describes Cindy.

Witnessing the glorious revamp and launch were renowned style icons from Manila, Cebu and Davao. The esteemed VIPs included the animated and flamboyant Tessa Prieto-Valdez, who acted as the affair’s engaging emcee, ‘It Girl’ Isabelle Daza, influential fashion blogger Kryz Uy (my personal fave!), and makeup guru Lourd Ramos, among many others.   

I must admit, I am no style maven. Thankfully though, my fashion-forward dear friend Dr. Jennifer Lim, gave me an on-the-spot rundown of the featured top designers such as Maureen Disini, Charina Sarte, Patty Ang, Vania Romoff and Jeffrey Rogador while we enjoyed the fashion show creatively directed by Manila’s Ferdie Salvador.

                Their trendy ready-to-wear collection, together with Katre’s high quality leather goods and Joyce Oreña’s handmade and multi-use jewelry and accessories, were among the welcome additions to Chimes’ premium choice brands spanning beauty, accessories, ladies ready-to-wear, menswear, home and children.


Chimes’ loyal and discerning clientele would surely be delighted to see these new brands alongside existing must-haves like Happy Skin, VMV Hypoallergenics, Aranaz, House of Laurel, Plains and Prints, Bayo, Renegade Folk, and Sunnies Studios displayed on freestanding fine gold brass hanging rail installations.

“The exquisite edit of over 100 of the most desirable brands is complemented by exceptional services throughout the store, including beauty rooms offering the very latest in beauty enhancing and relaxing treatments plus highly-trained staff who will be on hand to offer expert advice on seasonal trends and styling tips across fashion and beauty”, shares the amiable Cindy.

            True to its origins, Chimes Boutiques is the place to go for the fashion conscious, the discriminate shopper and anyone who fancies seeing the world without leaving the comforts of home and family”, enthuses Cindy.

Special thanks to Kenneth Hao for the launch’s photos.

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