A BEAUTYTO BEHOLD

Lee Sze Suen, Managing Director of SUEN Jewellers offers her engaging perspective on leading the brand that continues to redefine fine jewellery for the modern woman, writes kiran pillay

Lee Sze Suen, Managing Director of SUEN Jewellers offers her perspective on leading the brand that continues to redefine fine jewellery

SUEN JEWELLERS IS A MALAYSIAN LUXURY FINE JEWELLERY COMPANY BUILT ON THE CORNERSTONE OF STYLE AND QUALITY. Founded by Lee Sze Suen in 2010, who also established SUEN Atelier, the brand is synonymous with highly personalised and bespoke services.

The in-house Atelier comprises a team of artisans skilled in every aspect of jewellery making, from model makers and gem sorters to gem setters and jewellery polishers. Working closely, the Personal Jewellers and seasoned jewellery designers help clients take meaningful concepts from paper to perfectly articulated reality. “I have to say that I am very proud of their ability to handcraft the most exquisite pieces with the finest finish. Unlike many jewellers, we do not produce in large quantities, so each piece is truly one-of-a-kind and crafted with the utmost care on the finest details,” the passionate entrepreneur details.

While the Atelier uses the latest technology in jewellery making, “all of our jewellery is finished by expert hands to ensure that every curve is just right and the tiniest details are perfectly in place – as it should be with fine jewellery.” Lee fervently believes that craftsmanship is essential in constructing elegant heirlooms made to last a lifetime and beyond.

Having been in the industry for more than 20 years, Lee has weathered unforeseen bumps and peaks along the way but admits that the journey to achieve her vision for SUEN mainly developed as expected. She leads the company keeping her father’s advice to “never take the finger off the pulse,” close to heart.

“I constantly assess what is being done within each department, engaging with the respective heads to determine what is working well and what can be improved, discussing and brainstorming with them to find good options to better the business.”

Keeping clients in mind, Lee works closely with designers, lending her keen eye to the creative process by working alongside SUEN’s GIA certified gemologist to handpick gems, particularly fond of working with rare stones and appreciative of their beauty. “For diamonds above 0.30-carats, I also personally select them. When it comes to the gems that we carry, we work within a very narrow and strict parameter; that is why we are known, especially amongst our long-term clients, for the quality of our diamonds and gemstones,” Lee firmly asserts.

In 2020, SUEN looked forward to commemorating reaching the 10-year milestone with grand plans. “Unfortunately, we were forced to cancel some of them due to the COVID-19 pandemic. The most significant celebratory initiative was the facelift and refreshing of our brand image. It was a most welcomed development as we grow forward into the next decade,” Lee says.

Lee admits that she was worried and stressed at the beginning of the first Movement Control Order like many other business owners. “I am thankful to my dad and a few wonderful friends who were my pillars of strength as I navigated through the pandemic. I learned a lot in 2020, planning for the business and bringing it to better stead to face these stormy waters,” the entrepreneur says.

In addition to the 10th-anniversary celebrations, SUEN also saw its decade-long partnership with

FOPE reach a significant turning point. The Italian goldsmith launched its first flagship store in Asia at SUEN KL, bringing over 90 years of experienced craftsmanship and contemporary luxury to SUEN’s discerning clientele.

Lee shares, “FOPE was first introduced to me by a good friend of mine. I fell in love with the bracelets as soon as I saw them and recall telling myself this is what we needed for everyday wear jewellery. Until more recently, I led a very active lifestyle, always on the go. I like jewellery that can transcend from day to night events and really felt that FOPE fits the bill.”

“They also layer very well with other diamond and gemstone jewellery – a combination our clients have been more than happy to adopt,” the tenacious entrepreneur reveals. On a personal level, she appreciates FOPE’s penchant for innovative and recognisably unique designs. The Flex’it range of bracelets, in particular, remains a favourite for its timeless elegance, quality and ease of use.

Moving forward, Lee reveals that the next chapter for SUEN will be an exciting one as the next generation of leadership steps into place. The brand continues to deliver highly personalised bespoke services to its audience while looking to stay up to the mark with social media initiatives, keeping in tune with the next generation of consumers.

As Lee explains, “I believe that speed is important. In this day and age, everything is instant and fluid; we have to embrace that. As we continue to introduce this world of fine jewellery to our growing audience, we continue to do so with the same level of passion and care, creating fine jewellery for every woman, every occasion.”