JOYCE: THE MODERN SILK ROAD?
A Hong Kong department store that luxuriates in the avant garde and challenges what ‘luxury’ looks like
When an American girl, such as myself, thinks of luxury department stores, she thinks of the holy trifecta: Saks, Bloomingdale’s, and Bergdorfs. I imagine sauntering up 5th Avenue, patinated brass door handles, and unabashful Art Deco design. I see shopping bags in candy-colored lavender, smell an olfactory haze of perfume at the beauty counters, and taste the crispest martini it could shatter on your tongue.
However, now across the Pacific, my definition and sensory indicators of luxury department stores have begun to evolve. While there are shops that resemble my old New York stomping grounds (I’m looking at you, Lane Crawford), I have found that there is a place that subverts the aforementioned imagery into something playful, singular, and youthful. The place in question? Joyce Boutique.
For those who have never been to the Hong Kong-based shop, think of Joyce as Saks for the avant garde. It showcases a multi-media tapestry of funky pieces that perhaps only the truly creative can understand. For example, a near-six-foot cat/dragon creature, crafted in black and white patched textiles, stands guard at the women's shoe section. Somehow, I know such a display would never exist in Bergdorf’s back home.
Aside from the interior design, what makes Joyce magical is its buyers. They have a keen eye on emerging brands in the West, such as Savette (United States), Phoebe Philo (United Kingdom), or Neous (Australia), while also supporting exciting designers in Asia: Daizo Eyewear (Japan), Uma Wang (China), Caroline Qiqi (China). Their global access and inclusivity is unsurprising in a place as historically well-situated as Hong Kong, yet it provides evidence for the assertion that Joyce has it all. East and West. Classic and current. Far out and mainstream. It’s not exclusively one thing. It’s a place where one can find a ‘countercouture’ ensemble next to a Celine blazer. They even dabble in the vintage game with a small selection of watches, jewelry, and (Hermès) Birkins.
If that sounds interesting to you (and it should), you will have to journey to the shop in person. As of now, Joyce Boutique, is a destination, a place that you have to visit to experience. To encourage local patronage, Joyce offers a rewards-based membership program that consists of five tiers. Below is a brief breakdown of each level:
Silver
To achieve: Signing up for an account
Gold
To achieve: Spend $10,000 within 12 months
Benefits:
Double reward points on largest invoice in birthday month
Complimentary access to JOYCE personal styling team
Platinum
To achieve: Spend $50,000 within 12 months to become a Platinum member.
Benefits:
10% off JOYCE Fashion*
Double reward points on largest invoice in birthday month
Complimentary access to JOYCE personal styling team
Early access to private sales, previews, and trunk shows
Black
To achieve: Spend $150,000 within 12 months to become a Black member.
Benefits:
15% off JOYCE Fashion*
$500 Birthday Rewards
Complimentary access to JOYCE Personal Styling team
Priority invitation to private sales, previews, trunk shows, and exclusive events
By Invitation
To achieve: By invitation only.
*Please note all prices are noted in HKD*
If you have any questions or would like to make an inquiry regarding the membership program, reach out to membership@joyce.com.
As department stores struggle stateside, I wonder if the framework of Joyce is the future of luxury department shopping: a place that fuses together traditional, renown luxury giants with new, rising lines that challenge and inspire the shopper. Personally, if I am going to do a big purchase, I prefer to go straight to the source. I’d rather step into the Loro Piana world and enjoy the sand-colored experience firsthand than get some diluted version at a big box store. Therefore, the allure of these megashops, for me, becomes the exposure I get to previously unknown labels. They are the modern day equivalent to the Silk Road, a marketplace of personal, uncommon goods that become little treasures.
You can shop Joyce’s offerings in Admiralty (Pacific Place mall) at the following address from 10:30AM - 8:30PM daily:
Shop 201, Pacific Place, 88 Queensway, Admiralty
Additionally, you can shop Joyce in Tsim Sha Tsui (Harbour City mall) at the following address from 11AM - 9PM daily:
Shop 3205, Harbour City, 3205 Gateway Blvd, Tsim Sha Tsui