30 Choong Ji­ayueh

Cap­tur­ing Hear ts & Minds

Prestige (Malaysia) - - Hublot -

Hail­ing from a fam­ily of jewellers, Choong Ji­ayueh never felt com­pelled to im­merse her­self in the enig­matic world of jew­ellery. It was only upon com­plet­ing a one-year stint at an in­de­pen­dent jew­ellery bou­tique that prompted her to change her mind. “I got hooked on the ful­fil­ment I felt when cus­tomers re­ceived their fin­ished pieces to com­mem­o­rate im­por­tant life mile­stones and achieve­ments,” shares Ji­ayueh who sub­se­quently went on to pur­sue a cer­tifi­cate at the Ge­mo­log­i­cal In­sti­tute of Amer­ica (GIA).

Spot­ting a gap in the mar­ket for good-qual­ity jew­ellery with ac­ces­si­ble prices that caters to the younger au­di­ence, Ji­ayueh turned the gap into a busi­ness op­por­tu­nity and co-founded Jeoel. By lev­er­ag­ing on the re­sources and cred­i­bil­ity of the DeGem group, which is op­er­ated by her fam­ily, Ji­ayueh has big plans for Jeoel to go global. The bud­ding en­tre­pre­neur has steered Jeoel to flour­ish un­der her lead­er­ship, open­ing mul­ti­ple stores across strate­gic lo­ca­tions in Malaysia and strength­en­ing their on­line pres­ence. “How you treat your team and lead sets the tone for your of­fice cul­ture. I be­lieve in walk­ing the talk, that for ev­ery great idea, it’s im­por­tant to have metic­u­lous ex­e­cu­tion and open­ness for flex­i­bil­ity to adapt in or­der to achieve your ob­jec­tives.”

But a steep learn­ing curve still lies ahead for Ji­ayueh, as she ac­knowl­edges that over time her team has learned to cul­ti­vate a more fo­cused and cus­tomer-cen­tric ap­proach in de­vel­op­ing new prod­ucts. “If you are able to speak to cus­tomers’ minds with the de­sign and let the qual­ity of your prod­ucts cap­ture their hearts, you will grow re­peat pur­chases or­gan­i­cally.”

Newspapers in English

Newspapers from Malaysia

© PressReader. All rights reserved.