Cover Heritage meets future: SUEN Jewellers’ Lee Sze Suen and Chan Wey Yie
Heritage meets future: SUEN Jewellers’ Lee Sze Suen and Chan Wey Yie
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As the homegrown jewellery company hits this milestone, founder and CEO Lee Sze Suen is making plans to secure its future, including appointing her youngest as the executive director
For 15 years, SUEN Jewellers has defined the standard for exceptional jewellery in Malaysia. At its heart is Lee Sze Suen, a self-taught entrepreneur who built the company while raising three children.
At its anniversary launch in its charming flagship boutique in Bangsar recently, the youngest son, Chan Wey Yie, appeared by Lee’s side. Appointed the executive director of the company last year, the 27-year-old’s presence at the media event revealed an impending leadership transition to the next generation.
But one gets the sense that when Lee started SUEN as a small boutique in 2010, she never imagined that it would grow into a key industry player, much less a thriving family business. That year, the former diamond wholesaler was trying to rebuild her business after her divorce. “I wanted SUEN to be built on the cornerstone of style and quality. Our focus was to pursue quality with rigour,” says Lee.
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Exclusive SUEN 15th anniversary Cadillac Diamond bracelet
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From three brands, the company grew its portfolio to 10 international maisons, including such renowned Italian brands as FOPE, Damiani and Palmiero. This is in addition to its Love Diamond brand. SUEN also operates standalone FOPE and Damiani boutiques in The Exchange TRX.
It also boasts its own Atelier, dedicated to producing custom and ready-to-wear pieces. The state-of-the-art workshop received its 13th consecutive ISO (International Organisation for Standardisation) certification in Design, Manufacturing and Retail, a testament to Lee’s unwavering commitment to her original goal.
“The business somehow took on a life of its own and started gaining momentum,” Lee notes. “We were never about chasing numbers or wanting to be big. That’s why we have remained very agile. We won’t compromise on the close relationship with both our customers and our staff.”
SUEN marks its 15th year with two exclusive collections. The first is The Cadillac Diamond, featuring Cadillac-cut stones that embody the brand’s strength and sophistication. The second is a special edition FOPE Flex’it bracelet engraved with “SUEN 15”. As the exclusive partner of the Vicenza-based jeweller in Malaysia, SUEN has the distinction of being the first in Asia to launch the brand’s shop-in-shop in 2020.
Above FOPE Flex'it x SUEN 15th anniversary special edition bracelet
FOPE Flex'it x SUEN 15th anniversary special edition bracelet
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Building a Legacy
With a growing clientele closer to her sons’ age, Lee feels the time is right for the next generation to learn about the business. Although the transition is in its early days—”We’ll see how things progress,” she says—Lee admits it has been a relief to have her children’s support. “I can relax!” she laughs. “I often have to deal with New York suppliers, and because of the time difference, work goes on till late into the night. It’s getting a bit harder to go without sleep.”
Lee reveals that her second son “is probably going to head the marketing side. That’s my goal for him.” As for Chan, she prepared him for his new role by assigning him to various positions in the company at the start. “He started with the atelier where he learnt about arranging work processes and overseeing quality control.”
Before Chan joined the company, he cut his teeth in sales at a French luxury label in Kuala Lumpur. “Since then, I’ve seen a big change in his confidence level, in his ability to manage customers and situations. That is something very hard to teach,” says Lee. “I always tell my team to treat people how they’d like to be treated. Always be fair and kind, and you will never go wrong.”
Read more: Wanderlust + Co’s founder Jenn Low on building a global jewellery label, one charm at a time
Above Lee Sze Suen has made her youngest son Chan Wey Yie the executive director of SUEN
Lee Sze Suen has made her youngest son Chan Wey Yie the executive director of SUEN
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Apart from this, Chan learns from his mother that jewellery is more than a pretty object. “It’s also a message, a memory, and a reflection of who we are as a person,” he says. “She also taught me the importance of integrity in business. Mom leads with fairness, respect and empathy. She doesn’t just listen—she’s an active listener, whether it is with the team or with the clients. She listens beyond the words, reading body language to uncover the meanings beneath.”
Chan sees himself as a steward entrusted to carry on SUEN’s legacy and values, namely authenticity and sincerity. “I love to help someone create lasting memories with jewellery. Recently, I helped a friend design his first ring for his birthday, and he was so happy with how perfectly it turned out. It was a touching moment.”
The next 15 years will see a reinforcement of its positioning as it continues to expand. Palmiero, for instance, will occupy a new space next to the current boutique. There will also be a new line inspired by the Orient.
“SUEN started with a black and fuchsia logo; in 2020, we refreshed it in champagne pink. With that refresh, I actually said that SUEN needs to stand on its own and not hang on to me. The only reason why the name SUEN was chosen was that I was the continuing factor. It can still be a family-run busines, but it doesn’t have to be tied to me,” concludes Lee.
Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
