A new jewel in the crown
Breaking mindsets: Choong hopes to change market perception of silver jewellery, particularly in the mid-market range.
Jeweller looks to expand this year through its online presence
FOR someone who grew up in a family of jewellers, Choong Jiayueh, 29, caught the jewellery bug only much later in life.
“I grew up watching my dad servicing customers and sourcing for gemstones. But I wasn’t really interested in gemstones,” shares the founder and business development manager of jewellery retailer Jeoel.
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