Brand Strategist, Liane Koh
Liane wears Sleeping Beauty Necklace
Meet Liane Koh, brand strategist and founder of the Singapore-based boutique agency, Vine & Bell Communications. Find out why she is this month's Arium Woman below.
Liane wearing the Cinderella necklace and bracelet at a magazine launch in Kuala Lumpur last month.Arium Collection (AC): What do you spend most of your time on?
Liane Koh (LK): I work with lifestyle and hotel clients doing marketing communications and brand consulting... it's hard work and I love it! For play, I try to travel as much as I can! I just returned from an extended time in Europe where I visited Malta, Nice, Brussels, Dublin and Edinburgh.
AC: Since you work in branding, how do you choose what brands to be loyal to?
LK: These days I find myself choosing quality over quantity for skincare, fashion and beauty, investing designs that are more timelessly "me" rather than on-trend. It's also important to me that brands are environmentally and socially responsible and use non-allergenic or natural ingredients.
AC: You have a handful of pieces from Arium Collection that you wear often. What aspects of our brand/products have stood out to you?
LK: I love that Arium Collection is about celebrating the modern woman; the global citizen who can wear beautiful, high-quality jewellery with ease. I travel a great deal so having a pouch with my Willow earrings or Cinderella bracelet for dressier events and the Starry Night studs for everyday wear make it easy to be accessorised on the go while staying low maintenance.
AC: Specifically for jewellery, what qualities do you look for before making a purchase?
LK: I prefer pieces that are rich in detail and made of quality materials... nothing to finicky or difficult to pack or pair with. Most of my accessories are fine jewellery or well-made costume jewellery. I still have my collection of crazy, cheap and cheerful or super adventurous fashion jewellery from my teenage years and early 20s, but those are used much less these days.