Read More Here @ The Business Times
[SINGAPORE] After 77 years as a household name synonymous with traditional gold jewellery, Poh Heng is shedding its old-school image to win over younger shoppers – without losing its roots.
The heritage jeweller, founded in 1948, has spent the last four years revamping its stores, product designs and customer service under group chief executive officer Eugene Goh, who joined the family business to drive the transformation.
“We don’t want to be just a heritage brand, but a heritage brand with modern relevance,” he told The Business Times in an interview.
With this makeover, Poh Heng is courting millennial and Gen Z consumers – a demographic that has long viewed Poh Heng as their parents’ jeweller, not their own.
Goh sees “a huge opportunity in this space to continuously grow the potential” with younger generations, particularly through wedding jewellery as an entry point for first-time customers.
Poh Heng’s continued innovation earned it the top place in this year’s Enterprise 50 Awards, which celebrate outstanding small and medium-sized enterprises.