First a dollar, then a gold ring — the Singapore Mint announced yesterday that it has moved into jewellery-making. It prides itself on its commitment to workmanship — I do hope it has built more into the Singapore Mint brand! Workmanship isn’t exactly the sexiest element of a brand.
Will this brand extension work? Or will our stubborn perceptions lead us to believe that the pendants, bracelets and rings smell of $1 coins?