Jewellers Poh Heng, Lee Hwa and Soo Kee get new shine to draw in younger customers

(Clockwise from left) Lee Hwa's Charmes Les Gemmes collection; charms from Poh Heng's Carousel Charms range and Soo Kee's Uno Black Collection Stackable Rings.
Lee Hwa's Charmes Les Gemmes collection; charms from Poh Heng's Carousel Charms range (above) and Soo Kee's Uno Black Collection Stackable Rings.PHOTO: POH HENG
(Clockwise from left) Lee Hwa's Charmes Les Gemmes collection; charms from Poh Heng's Carousel Charms range and Soo Kee's Uno Black Collection Stackable Rings.
Lee Hwa's Charmes Les Gemmes collection; charms from Poh Heng's Carousel Charms range and Soo Kee's Uno Black Collection Stackable Rings (above).PHOTO: SOO KEE JEWELLERY
(Clockwise from left) Lee Hwa's Charmes Les Gemmes collection; charms from Poh Heng's Carousel Charms range and Soo Kee's Uno Black Collection Stackable Rings.
Madam Chng Hwee Siang, Poh Heng's acting managing director, on its Carousel Charms collection, which was thought up of by Ms Pamela Seow, her daughter (both above). ST PHOTO: SYAMIL SAPARI

Big jewellery chains like Poh Heng, Lee Hwa and Soo Kee are looking to draw in younger customers with contemporary collections

Whimsical charm bracelets, trendy asymmetrical earrings and jewellery featuring ultra-black coating are pieces that may not immediately come to mind when thinking of home-grown jewellery stores here.

But Singapore's three biggest jewellery chains are looking to shed their old-school image and woo younger customers with new collections and tweaks to their mainstays.

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A version of this article appeared in the print edition of The Straits Times on August 10, 2018, with the headline 'Jewellery gets new shine'. Print Edition | Subscribe