BLIING

BLIING Pte. Ltd.: Company Snapshot

BLIING PTE. LTD. (UEN: 201329766H) was an Exempt Private Limited Company, incorporated on 12 November 2013 in Singapore (Licence No. PS20210001234). The company’s registered office was at 38A Mayo Street, Singapore 208318. BLIING Pte. Ltd. specialised in the retail sale of jewellery but permanently closed its doors in February 2024 after operating for over a decade.^{[Web ID: 5, 8]}

Monroe Collection: Fine Jewellery for Millennials

BLIING Pte. Ltd.’s flagship collection, Monroe, aimed to re-interpret fine jewellery for millennials, using modular, interchangeable parts. Conceived by Singaporean duo Alex Cheng and GC Lek, the collection allowed customers to mix and match studs and drops, creating different earrings to suit various looks. This innovative approach made jewellery fun, functional, and versatile, catering to the dynamic lifestyles of millennials.^{[Web ID: 1, 2]}

The founders, who transitioned from careers in law and education after training at the Gemological Institute of America, drew inspiration from Singapore’s diverse cultural landscape—blending East and West, nostalgic and modern, nature and technology. Their designs, such as the Hexagon Studs with White Topaz Accent in Rose Gold, were crafted to enhance creativity and mental clarity, reflecting their belief that jewellery should express personal taste and aspirations.^{[Web ID: 2, 3]}

Jewellery Care and Warranty

BLIING Pte. Ltd. offered a 2-year warranty on each piece, which included complimentary replating and replacement for wear and tear, provided proof of purchase was shown. They recommended avoiding abrasive liquids like perfumes and hairsprays, removing jewellery before sleep or physical activities, and storing pieces in air-tight bags with anti-tarnish tabs to prevent scratching. This care advice ensured their Singapore millennial jewellery remained in pristine condition.^{[Web ID: 0, 3]}

Closure Details

BLIING Pte. Ltd. permanently closed its doors in February 2024, marking the end of its journey in redefining fine jewellery for millennials. While the reasons for closure are not specified, the broader jewellery retail sector has faced challenges, with a noted decline in physical stores due to shifts in consumer buying habits and reduced walk-in traffic post-COVID-19.