Poh Heng

What Poh Heng does

Poh Heng Jewellery Pte Ltd is a privately held Singapore gold and diamond jewellery retailer founded in 1948, operating under the trade name Poh Heng Jewellery. The company sells 24K, 22K, and 18K gold jewellery, the proprietary Trust® Diamonds collection, coloured gemstones (sapphire, emerald, ruby, topaz, amethyst), pearls, and gold bars and medallions, organised across fifteen-plus branded sub-collections including ORO22®, Cherish®, Legacy® (a Peranakan heritage line), Eternity Knot, Si Dian Jin/Zuan, Auspicious, Adore, Horoscope, and Zodiac Gold Bar. All 24K/999 and 22K/916.6 pieces carry the Singapore Assay Office hallmark under Singapore Standard SS581: 2020, and the company is registered as a precious metals business under Singapore's PSPM Act 2019. Trust® Diamond curation standards accept fewer than 5% of the world's diamonds.

The business is distributed through 19 owned retail boutiques across Singapore spanning heartland malls and Orchard Road, a direct-to-consumer e-commerce site (pohheng.com.sg) built on Shopify with Microsoft 365 cloud storage, iOS and Android mobile apps, Click & Collect, same-day delivery, and official storefronts on Shopee and Lazada. A dedicated corporate sales team handles B2B custom gold bar and fine jewellery gifting through a four-step conceptualisation-to-presentation process. After-sales services include jewellery revitalisation, melee diamond restoration, ring resizing, laser engraving, and parts replacement, with customisation lead times of 6–8 weeks (10–12 weeks during Chinese New Year). Gold is priced at the prevailing rate — $231/g for 22K and $246/g for 24K — plus workmanship fees, all including GST.

The company makes money primarily through one-time retail jewellery sales (gold, diamond, gemstone, pearl, and gold bars), supplemented by B2B corporate gifting revenue, recurring after-sales service revenue, and a loyalty-driven repeat-purchase loop anchored by the Poh Heng Circle programme (Signature and Prestige tiers, with Prestige requiring $40,000 in 12-month spend). Trade-in and upgrade programmes (95–100% credit depending on product and timing) function as a switching-cost moat. Customer segments span wedding and engagement buyers (Si Dian Jin/Zuan sets, engagement rings, Cherish® wedding bands), individual consumers seeking personal jewellery or gifts, and corporate clients procuring custom gold bars for Chinese New Year, employee recognition, and client appreciation. Ownership is closely held with no disclosed institutional investors, funding rounds, or parent company, and the firm operates exclusively in Singapore with explicit shipping restrictions to sanctioned jurisdictions.

Name

Poh Heng

Legal name

Poh Heng Jewellery Pte Ltd

Website

https://pohheng.com.sg

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

51–100 employees

Short description

Poh Heng Jewellery is a privately held Singapore gold and diamond jewellery retailer founded in 1948, selling SAO-hallmarked gold, Trust® Diamonds, gemstones, and pearls through 19 retail boutiques, a Shopify e-commerce site, mobile apps, and B2B corporate gifting.

Ownership category

akta.pro rank

Product category

Fine Jewellery Retail (Gold, Diamond, and Gemstone)

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)

SIC

Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

akta.pro secondary industries

Colored Gemstone Jewelry (CRAKAAAB), Fine Jewelry & Precious Metal Repair (CRAKALAA), Custom Religious, Cultural & Ceremonial Jewelry (CRAKAHAK)

Keywords

• Gold jewellery retail
• Diamond jewellery
• Corporate gifting
• Precious metals
• Wedding jewellery

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices20 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Gold Jewellery Sales: Core revenue from selling gold jewellery in 24K, 22K, and 18K gold, including rings, earrings, necklaces, pendants, charms, bracelets, bangles, anklets, and gold bars/medallions. Products are priced based on prevailing gold rates plus workmanship fees.
2. Diamond and Gemstone Jewellery: Sales of diamond jewellery (Poh Heng Trust® collection), coloured gems (ruby, sapphire, emerald, topaz, amethyst), and pearls. Premium pricing for curated diamonds meeting strict quality standards.
3. Corporate Gifting: Custom gold bars and fine jewellery for corporate clients, including personalised engravings, company logos, and auspicious inscriptions for occasions such as Chinese New Year, employee recognition, and client appreciation.
4. Jewellery Services: After-sales services including cleaning, polishing, resizing, melee diamond restoration, personalisation/laser engraving, and repair services. Customisation takes 6-8 weeks (10-12 weeks during Chinese New Year).
5. Loyalty Program: Poh Heng Circle loyalty program with Signature and Prestige tiers. Members earn points (1 point per $2 spent) that can be redeemed at $1 per 400 points. Membership provides 10% discount on fixed-price items and workmanship fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Poh Heng designs, sources, and retails fine gold jewellery in 24K, 22K and 18K purity, the proprietary Trust® Diamond collection, coloured gemstones (sapphire, emerald, ruby, topaz, amethyst), pearls, and investment gold bars/medallions through 19 Singapore boutiques, an e-commerce website, and mobile apps. The company also provides custom corporate gifting (engraved gold bars and fine jewellery), jewellery repair and revitalisation services (cleaning, polishing, resizing, melee diamond restoration, laser engraving), and operates the Poh Heng Circle loyalty program.

Product overview

Poh Heng Jewellery is a Singapore-based jewellery retailer established in 1948, operating as a single unified retail brand with multiple sub-brand collections and service offerings. The core product portfolio spans gold jewellery in three purity levels (24K, 22K, 18K), diamond jewellery including the proprietary Trust® Diamonds collection, and various gemstone pieces (sapphire, emerald, ruby, pearl, topaz, amethyst). The brand operates through branded sub-collections including Trust® Diamonds, ORO22®, Cherish®, Legacy®, Eternity Knot, Si Dian Jin, Si Dian Zuan, Auspicious, Adore, Birthstones, Pearl, Freestyle, Horoscope, Zodiac Gold Bar, and Online Exclusives. Beyond retail jewellery, Poh Heng offers comprehensive services including jewellery customisation and engraving, revitalisation and repair, melee diamond restoration, ring resizing, custom corporate gold bar gifting, Click & Collect, and same-day delivery. The company maintains a two-tier loyalty programme (Poh Heng Circle) and runs promotional campaigns including the V.O.W. Journey Multiplier Rewards for wedding purchases. With 19 physical boutique locations across Singapore, the brand serves customers through both brick-and-mortar retail and e-commerce channels via its official website and marketplace stores on Shopee and Lazada.

Differentiator

Problem solved

Functional benefit

Brands

• Poh Heng Trust® Diamonds: Exquisite and reliable diamond jewellery collection, the paragon of exquisite craftsmanship and dependable quality.
• Poh Heng ORO22®
• Poh Heng Cherish®
• Poh Heng Legacy®
• Poh Heng Auspicious
• Poh Heng Eternity Knot
• Poh Heng Adore
• Poh Heng Birthstones
• Poh Heng Pearl
• Poh Heng Freestyle
• Poh Heng Horoscope
• Poh Heng Zodiac Gold Bar
• Poh Heng Si Dian Jin
• Poh Heng Si Dian Zuan
• V.O.W by Poh Heng

Products and services

• Poh Heng Trust® Diamonds
• Poh Heng ORO22®
• Poh Heng Cherish®
• Poh Heng Legacy®
• Poh Heng Si Dian Jin
• Poh Heng Si Dian Zuan
• Poh Heng Eternity Knot
• Poh Heng Auspicious
• Poh Heng Adore
• Poh Heng Birthstones
• Poh Heng Pearl
• Poh Heng Freestyle
• Poh Heng Horoscope
• Poh Heng Zodiac Gold Bar
• Poh Heng Online Exclusive
• Gold Bars & Medallions
• Engagement Rings
• Couple Wedding Bands
• Corporate Gifting Service
• Jewellery Revitalisation Service
• Melee Diamond Restoration
• Personalisation (Laser Engraving)
• Ring Resizing
• Click & Collect
• Poh Heng Circle Loyalty Program
• Same-Day Delivery

Quantifiable outcome

• SAO-certified gold purity meeting Singapore's strict standards
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

Feature2 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• De Beers Jewellers: Global diamond jewellery leader with boutiques in Singapore. Competes directly for high-value diamond purchases and engagement rings; relevant for benchmarking Trust® Diamond's curated-diamond positioning against a global standard.
• Tiffany & Co. Global luxury jewellery incumbent with presence in Singapore. Competes for premium diamond and engagement ring customers; overlaps in Trust®-equivalent curation standards but operates at significantly higher price points and brand cachet.
• Chow Tai Fook Jewellery: Hong Kong-based global jewellery giant and one of the world's largest gold and diamond retailers. Comparable in gold product range and Chinese cultural gifting focus, with significantly larger scale and international brand recognition.
• Luk Fook Holdings: Hong Kong-listed, pan-Asian gold and jewellery retailer with over 2,000 stores. Larger incumbent in the same gold jewellery category with broader regional footprint but lower brand equity specifically in Singapore.

Emerging players

• City Chain / City Diamond: Singapore jewellery chain with focus on diamond and bridal segments. Smaller scale than Poh Heng but overlapping customer base, particularly in engagement and wedding jewellery.

Direct peers

• Lee Hwa Jewellery: Established Singapore gold and diamond jeweller with strong bridal and wedding band focus. Overlaps directly with Poh Heng on engagement rings, wedding bands, and Chinese wedding jewellery (Si Dian Jin).
• SK Jewellery: Singapore-listed gold and jewellery retailer with mall-based boutiques. Direct competitor targeting similar gold jewellery and bridal customers with comparable pricing and cultural positioning.
• Soo Kee Group: Singapore-based gold and diamond jewellery retailer with multiple boutiques across the country. Direct competitor in the same product categories (gold, diamond, wedding jewellery) with comparable cultural positioning around bridal and traditional Chinese gifting.
• Goldheart Jewellery: Singapore jewellery retailer specializing in gold, diamond, and 999 pure gold jewellery. Competes head-to-head with Poh Heng in mall-based retail locations and online channels.

Regional players

• Chow Sang Sang Holdings: Hong Kong-based gold and jewellery retailer with regional Asian presence. Comparable gold product mix and traditional Chinese jewellery positioning; not directly present in Singapore retail but competes in cross-border luxury purchasing behaviour.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@pohhengjewelleryofficial
• Facebookfacebook.com/pohhengjewelleryofficial
• Instagraminstagram.com/pohhengjewelleryofficial
• TikToktiktok.com/@pohhengjewelleryofficial

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Poh Heng