HABIB Embraces The Butterfly As Metaphor of Merdeka

Leading up to the 64th year of the country’s independence, Malaysia’s premier homegrown jeweller, HABIB, embraces creative interpretation of the meaning of Merdeka for their campaign this year. Themed Keindahan Merdeka, HABIB adopts the element of butterflies for their unique and meaningful life cycle. Not only beautiful and graceful, the butterfly serves as a metaphor for transformation or rebirth, change, hope, freedom and life. This is symbolic of the more than a year-long journey that all Malaysians have been going through since the pandemic first began in early months of 2020. 

Dato’ Sri Meer Habib [left] and Najib Bamadhaj [right] with the painting National Aspiration, in collaboration with HABIB’s Keindahan Merdeka campaign

 

The transformational process of these magnificent creatures is very much akin to the many phases Malaysians have gone through during the pandemic. From having to adapt our lifestyles in the new normal by staying home, not seeing our loved ones for months, to slowly coming out from our cocoons with the increased vaccination numbers – there’s nothing in our lifetime that has impacted us more than this pandemic. And just like how a caterpillar is able to transform into a stunning butterfly, we are also starting to see the light at the end of the tunnel. 

Dato’ Sri Meer Habib, Executive Chairman of HABIB Group, remarked, “Living with Covid-19 for almost two years should make us more appreciative of the word ‘independence’ – as we were all forced to be in our ‘cocoons’ to curb the transmission of the virus. This has also given us time to grow, reflect and come out stronger after facing hardships together as a nation. And with the ramping of the National Vaccination program, we are starting to see economic sectors opening up and slowly but surely, getting our lives back on track. This will renew the appreciation of the meaning of Independence (Merdeka) and freedom, more than ever. So, as we move into the transition phase, we feel the butterfly is the best metaphor for what we are going through as a nation.” 

HABIB has always been in the business of happiness, where people come to celebrate occasions, milestones and happy times. Wearing a beautiful piece of jewellery makes you look and feel good about yourself, translating to increased confidence and happiness. And just like watching a butterfly flutter its beautiful wings freely, it brings you joy. Now, more than 60 years later, HABIB remains true to its philosophy in placing prime importance on happiness amongst Malaysians. Likewise, 64 years of Independence also brings pride and happiness to many Malaysians. And even though the Merdeka Day’s celebration this year may not be as festive as how it used to be, our patriotic spirit should not be dimmed but rather burn brighter as we focus on emerging from this journey as a stronger, healthier and more united nation. 

As part of its Merdeka campaign this year, HABIB collaborates with talented local artist, Najib Bamadhaj, by embracing creative expression via artwork on the same theme, relating to the journey of Malaysians in the past year. Najib’s artwork, National Aspiration, expresses the symbolism and metaphor of the butterfly as the key element throughout the campaign. 

Commenting on the collaboration, Dato’ Sri Meer said, “Our collaboration with Najib Bamadhaj is certainly a creative synergy. Like artists, HABIB is all about expressing creativity through exquisite and timeless jewellery designs that transcends generations and cultures. While we are not able to have a grand Merdeka Day celebration this year, we can nonetheless send a strong message of unity and togetherness amid the pandemic via this beautiful art representation while highlighting the extraordinary talent of Najib Bamadhaj.” 

HABIB’s Keindahan Merdeka campaign features painting titled National Aspiration by Najib Bamadhaj: National Aspiration by Najib Bamadhaj

HABIB’s Keindahan Merdeka campaign features painting titled National Aspiration by Najib Bamadhaj: National Aspiration by Najib Bamadhaj

The inspiration behind National Aspiration comes from strength, and the ray of hope for a return to normalcy. Fluttering yellow butterflies represent hopeful Malaysians and the country, tirelessly working together in overcoming the pandemic. Among the butterflies are the magnificent 5 Malaysian species of butterflies, an interpretation of the multiracial harmony the nation has fostered since our Independence. Although we may have been impacted differently, Malaysians are still united and standing strong in the face of adversity, and we have not given up. The panoramic Kuala Lumpur skyline and the Malaysian flag complement the overall visual depicting unwavering Malaysians’ Merdeka and fighting spirit.  

HABIB Limited Edition 999 Gold Wafer Collection with unique designs of Malaysian butterfly species, namely Rajah Brooke’s Birdwing, Long-Tailed Blue, Malay Lacewing, Paper Kite Butterfly and Emerald Swallowtail

In line with its campaign, HABIB launches Limited Edition 999 Gold Wafer Collection with unique designs of Malaysian butterfly species, namely Rajah Brooke’s Birdwing, Long-Tailed Blue, Malay Lacewing, Paper Kite Butterfly and Emerald Swallowtail. Primarily found in the Peninsular and Borneo Malaysia regions, the butterfly species are known for their captivating colors and shapes. Perfect as a gift, investment or collectors’ item, the Gold Wafer Collection comes with exclusive packaging designs highlighting the beauty of each butterfly species. As part of its annual Merdeka promotion, HABIB also introduces its new range of butterfly-inspired jewellery in yellow, white and rose gold color combinations. Available in 22K, 18K and 9K gold, the delicate jewelleries come adorned with a variety of diamonds and gemstones settings.

In line with the Keindahan Merdeka campaign, HABIB launches Limited Edition 999 Gold Wafer Collection incorporating unique designs of Malaysian butterflies 

Following the campaign’s launch, Najib’s National Aspiration painting will be on rotational display at selected HABIB showrooms. Customers who wish to marvel in the beauty of the visual artwork and to check out HABIB’s Merdeka Collection can visit any of HABIB’s nearest operating showrooms. For more information on HABIB’s Keindahan Merdeka campaign, visit our website at www.habibjewels.com or follow our social media on Instagram @habibjewelsofficial and Facebook @HABIB.