Since coming on board as Poh Heng Jewellery’s CEO last year, Eugene Goh has been working to transform the brand while maintaining its unwavering commitment to quality
For most Singaporeans, Poh Heng Jewellery is a household name recognised as a trusted, leading homegrown jeweller specialising in gold. Its reputation was built over more than 70 years of dedication to crafting quality jewellery. In fact, every piece of Poh Heng jewellery bears the lion head logo, which is a quality-control hallmark from the Singapore Assay Office (SAO) for guaranteed gold purity by Singapore’s strict standards.
While Poh Heng has been the go-to jeweller for marking major milestones such as weddings, engagements and newborn baby celebrations, the heritage brand is also evolving with the times and offering contemporary jewellery collections. Eugene Goh, Poh Heng’s CEO, is driving this transformation journey and shares some of his plans for Poh Heng as well as traditional brand values he continues to uphold.
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Since taking on the role of CEO at Poh Heng, what are some of the changes or new initiatives that you have implemented?
Eugene Goh (EG): Trust is the cornerstone of Poh Heng’s brand heritage and we will continue to focus on our relationship with the customers as it is the foundation upon which more can be built. We’ve embarked on a transformation journey to stay relevant and accelerate business growth. This is an exciting portfolio that leverages my interest in transformation and development, challenging me and the teams to constantly seek avenues for improvement and better differentiate our brand.
We aim to further elevate the in-store experience by introducing more versatile and modern jewellery pieces that anticipate and satisfy consumer needs for every occasion. We need to strike a balance between breaking the mould while retaining certain key traditions such as the stringent product curation processes yet modernising the designs to be more accessible to a wider audience.
What sets Poh Heng apart from competing local jewellers?
EG: As Singapore’s leader in gold jewellery for over 70 years, our brand is built upon the business philosophy of integrity and honesty, our gold purity is indisputable, and it has earned the assurance and trust of customers over many generations since 1948. We always believe that machines cannot replace the human touch in creating fine jewellery, and Poh Heng’s artisans attest for their exquisite craftsmanship over the decades. Our Poh Heng Couture collection is a testament of our craftsmanship with luxurious designs that are incredibly bespoke and elegant.
