Jiayueh Choong and Dr Jezamine Lim Iskander. Photo: THE STAR/Azman Ghani
“I found that it was a fulfilling calling, as the joy of customers receiving their personalised jewellery was a rewarding experience,” relates Choong, who is expecting her first child. It sounds like hard work, but Choong is mastering the art of wearing many hats, and she finds the working of the business rewarding.
“For gemstones, we are the market expert for it and have gem aficionados who we enjoy advising. For the rest of the population, the challenge is to continually educate them that compared to diamonds, natural gemstones have a bigger potential for value growth. For the last five to 10 years alone, the value of coloured gems has soared exponentially,” says Choong.The diamond industry is constantly battling widespread misinformation, with unethical parties taking advantage of buyers.
“Our jewellery design team conceived the idea for this DNA collection at the start of the pandemic. We loved the idea as it felt close to home, in times of adversity we need to remember what makes us strong and resilient,” explains Choong.