Global jewelry brand J.ESTINA is ramping up its global market strategy by opening a string of new stores in Vietnam. As the Korean Wave continues to surge, bringing with it a growing fascination for K-fashion and jewelry, J.ESTINA aims to solidify its foothold in the Asian market using Vietnam as its launchpad.
Since its debut in 2003, J.ESTINA has been at the forefront of the domestic bridge jewelry market. The brand has made its mark with iconic designs featuring its signature tiara symbol and a modern twist on princess-inspired lifestyle pieces. Today, J.ESTINA is redefining its brand identity alongside its muse, K-pop sensation IU, cementing its status as a quintessential Korean jewelry brand.
J.ESTINA’s Vietnamese adventure kicked off with its first official store at Lotte Diamond Plaza in Ho Chi Minh City in 2024. The brand isn’t stopping there – it’s set to dazzle with additional pop-up stores at Lotte Westlake in Hanoi in 2025, followed by openings at Lotte Center and Takashimaya Department Store in Ho Chi Minh City in February 2026. Talk about a glittering expansion!
Step into J.ESTINA’s new stores and you’ll be greeted by a chic, feminine vibe that screams modern princess. Think pink (the brand’s signature hue) and tiaras galore! The star of the show? The ‘Tiara Mioello’ collection, of course. But that’s not all – whether you’re team gold or silver, big spender or budget-conscious, there’s something for everyone. To celebrate these grand openings, J.ESTINA is pulling out all the stops with irresistible discounts and freebies. And just in time for Tet (Vietnam’s biggest holiday bash), they’re rolling out interactive event zones that’ll have customers falling head over heels.
Back home, J.ESTINA’s empire spans about 70 stores, mostly nestled in Korea’s swankiest department stores and duty-free shops. But why stop there? With its rock-solid reputation for quality and service in Korea, J.ESTINA is all set to dazzle the global stage as a trusted name in luxury accessories.
Reporter Lee Won-ji news21g@etnews.com
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