stories
30 - July - 2010
FashionSubtle Sparkle
All that glitters at Poh Kong isn't just gold
By Olivia Lee
Poh Kong has been making gold jewellery for 34 years, and is a trusted name known for its fine quality and wide variety of designs.
Poh Kong Holdings Berhad executive chairman and group managing director Datuk Choon Yee Seiong says: ''Gold has always been our main revenue contributor.''
Poh Kong Holdings Berhad executive chairman and group managing director Datuk Choon Yee Seiong
It was awarded the Reader's Digest ''Trusted Brands Gold Award'' under the jewellery shop category in Malaysia for three years in a row, from 2006 to 2008.
However, most people don't realise that Poh Kong has more to offer than just yellow gold jewellery. Choon explains that over the years, Poh Kong has put in considerable time and effort to change the mindset of consumers by introducing concept stores for its other ranges of jewellery. They are:
Diamond Boutique — houses an array of sparkling diamonds and gems;
Diamond and Gold — carries stylish and contemporary designs of gold, diamonds and gems for the young and trendy;
Schoeffel — pure and luxurious pearls from Germany;
Jade Gallery — showcases a comprehensive range of jade jewellery;
Tranz — contemporary gold jewellery for the younger set;
Oro Bianco — tailors to the younger generation who prefer white gold jewellery.
Poh Kong has more to offer than just yellow gold jewellery
Apart from that, Poh Kong also showcases a variety of designer brands from around the world such as Luca Carati (one of Italy's oldest and most prestigious jewellers), Angel Diamonds (from Belgium), Alessandro Fanfani (a goldsmith shop in Italy), SunDay (handset jewellery) and Verdi Gioielli (bangles and bracelet from Italy).
For the younger clientele, Choon says that Tranz should be right up their alley.
''It offers Italian-inspired designs. The pieces are stylish and contemporary, and are ideal accessories for the young and trendy,'' he explains.
Poh Kong even has an exclusive licensed Disney range with legendary Disney characters, perfect for children of all ages.
''The love corner in Poh Kong stores has helped many couples celebrate their love for each other. Clients usually buy our jewellery for weddings, anniversaries and special occasions,'' says Choon. This range of products has been well received by the younger generation, he reveals.
To further enhance consumer awareness on its sub-brands, Poh Kong had also intensified its efforts in advertising, merchandising and implementing various product launches and road shows.
In addition, the company has a range of fine gold jewellery called Anggun, which incorporates intricate and elegant Malay motifs.
The Anggun range is an ideal selection for the lady of taste and elegance
Choon considers all jewellery retailers his competitors but then, he sees competition as good for the market.
''Our competitors vary, depending on the location and any jewellery retailer within the close vicinity of our store, is deemed our competitor.''
Poh Kong's competitive edge, he believes, is its long-standing brand name and history, its wide distribution network nationwide, and the fact that it has a full fledged manufacturing plant with its own gold refinery system helps.
By having its own plant, Poh Kong has the flexibility to make immediate changes in response to market demand and trend.
Choon adds that his team of professionally-trained sales personnel also gives an edge over the competition.
''Poh Kong has a strong management team with vast experience in the jewellery trade. Our staff members have built long-term relationships with clients and provide the best service to our valued customers. We also have a wide variety of designs for customers of all races.''
So what's in store for Poh Kong's future?
He reveals that the company plans to continue expanding at a more moderate pace, and will at the same time ''implement cost control initiative in order to achieve higher productivity and operational efficiency.''
''Poh Kong is also actively evaluating various plans and opportunities to attract new customers by introducing new product lines, designs and enhanced customer service,'' he concludes.
* Poh Kong is one of the blockbuster partners of FemmeCity, held at Kuala Lumpur Convention Centre from today to Aug 1. Admission to the fair is free.
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