Retail & eCommerce

Melsiana Tjahyadikarta

Melsiana Tjahyadikarta

Melsiana Tjahyadikarta, President Director of PT Gold Martindo (Goldmart), transformed her family’s modest jewellery store into an omnipresent chain of stores with the gold standard in mind



What started as a small family jewellery business, Goldmart is now one of Indonesia’s most recognisable retail jewellery chains, all thanks to its founder Melsiana Tjahyadikarta. Even as a kid, she was already introduced to the world of gems and precious metals. She would then dream of a way to make it marketable to Indonesians, much like a supermarket with less intimidating displays.

Upon returning from studying Mathematics and Management Science at London University’s Queen Elizabeth College, Tjahyadikarta opened the first Goldmart store at Blok M Shopping Plaza in South Jakarta in 1991. It pioneered a fixed-price system in jewellery, which protected customers from fluctuations in price changes that may occur. Goldmart now has 18 outlets all over the country.

Its retail arm is divided into two categories: 18-karat gold and Gold Master for 24-karat jewellery. The inventory on offer includes gems for adults, wedding rings and jewellery for children, set in 18K yellow, white, rose-gold and pure 24K gold. Aside from retail, Tjahyadikarta’s concept also dabbles in wholesale, particularly for corporate sales.

Tjahyadikarta works closely with artists and goldsmiths at their workshop, in order to guarantee the quality and craftsmanship of their wares. Her vision for Goldmart was based on the idea of empowering women to invest confidently in gold jewellery—gems that will retain their value while their owners still enjoy wearing them daily.

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Melsiana Tjahyadikarta is also active in humanitarian activities. In 2016, Goldmart launched its Shopping Charity programme, which allowed customers to donate to causes it supports. These include education, as well as breast-cancer awareness and research.

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