DeGem

What DeGem does

DeGem is a privately held Malaysian fine diamond and gemstone jewellery retailer founded in 1980, operating under the DeGem Berhad corporate group through three wholly-owned subsidiaries (DeGem Masterpiece Sdn. Bhd., DeGem Diamond Collection Sdn. Bhd. and Degem Prestige Sdn. Bhd.). The company sells natural diamond and coloured gemstone jewellery across rings, necklaces, earrings, bracelets and wedding bands through six owned retail boutiques concentrated in Kuala Lumpur's premium malls (Bangsar flagship, Pavilion KL, Pavilion Bukit Jalil, One Utama, The Gardens, and the Infinity by DeGem concept at Mid Valley Megamall), supplemented by an owned e-commerce platform with an appointment-based consultative sales model.

The product portfolio is built around three proprietary sub-brands — BrilliantC® (an Ideal-Cut diamond standard claimed to qualify fewer than 0.1% of world diamonds), Infinity® (paired couples' wedding bands), and Soleluna — together with themed collections spanning bridal (Infinity, Vero Amore), coloured gemstones (Multi-Colour Sapphire, Fiori, Respirer), Chinese cultural motifs (JǏN, Zodiac/Dragon), South Sea pearls, haute joaillerie/Red Carpet, and bespoke commissions. The company's technological differentiator is the BrilliantC® Ideal-Cut diamond cut, positioned as a proprietary craftsmanship standard, supported by GIA-certified stones and a De Beers Forevermark partnership for the Avaanti collection.

DeGem monetises through one-time retail sales (unit pricing, pay-as-you-go, no disclosed subscription or licensing), with prices ranging from approximately MYR 1,550 for entry wedding bands to MYR 12,200+ for high-jewellery cocktail rings, plus bespoke commissions priced on enquiry. Distribution is single-country (Malaysia) and direct-to-consumer via owned channels only, with marketing driven by content (Diamond Guide, GIA 4Cs, birthstone and gift guides), organic social (Facebook, Instagram, YouTube), email newsletter and seasonal/cultural campaigns tied to Chinese New Year, Eid, Valentine's Day and other occasions. Customer segments are bridal/wedding customers, luxury jewellery gift buyers and luxury jewellery collectors. No AI/ML capabilities, funding rounds, M&A, regulatory actions or disclosed headcount or revenue figures appear in the available data.

Name

DeGem

Legal name

DeGem

Website

https://degemdiamond.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

DeGem is a privately held Malaysian fine diamond and gemstone jewellery retailer, founded in 1980, operating six owned boutiques across Kuala Lumpur's premium malls and an e-commerce platform, serving bridal, luxury gift and collector customers through proprietary sub-brands BrilliantC®, Infinity® and Soleluna.

Ownership category

akta.pro rank

Product category

Fine Diamond & Gemstone Jewellery Retail

NAICS

Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Diamond Jewelry (CRAKAAAA)

akta.pro secondary industries

High Jewelry & Haute Joaillerie (CRAKAAAE), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Fine diamond jewellery
• Luxury jewellery retail
• Wedding bands
• Haute joaillerie
• Bespoke jewellery design

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Fine Jewellery Retail: DeGem generates primary revenue through the sale of fine diamond and gemstone jewellery including rings, necklaces, earrings, bracelets, and wedding bands. Products are sold through retail boutiques and online channels with prices ranging from approximately MYR 800 to over MYR 10,000 depending on materials and craftsmanship.
2. Bespoke and Custom Jewellery: DeGem offers commissioned custom jewellery design services where customers can request bespoke pieces tailored to their preferences and budget. This includes the 'Build Your Own Diamond Ring' GIA-certified diamond customisation service.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

DeGem designs, crafts, and retails fine diamond and precious gemstone jewellery — including rings, wedding bands, necklaces, earrings, bracelets, and high-jewellery pieces — sold under its master brand and proprietary sub-brands BrilliantC®, Infinity®, and Soleluna. The company complements ready-to-wear collections with bespoke commissioning, GIA-certified diamond customisation ('Build Your Own Diamond Ring'), and haute joaillerie services, distributed through owned Malaysian boutiques and a direct e-commerce storefront.

Product overview

DeGem is a fine diamond jewellery retailer in Malaysia with over 45 years of heritage, offering a comprehensive portfolio of jewellery products and services. The core brand DeGem operates alongside sub-brands BrilliantC® (proprietary ideal-cut diamond brand with less than 0.1% of diamonds qualifying), Infinity® (wedding bands for couples), and Soleluna. The product portfolio spans multiple collections including DeGem DeGree (multi-wear luxury sport lifestyle), DeGem Fiori (nature-inspired contemporary elegance), DeGem Morphe (interchangeable ring jackets), DeGem Respirer (mindfulness-inspired), Vero Amore (architectural diamonds), W!nk (playful designs), JǏN (Chinese-inspired gold), and various gemstone collections (multi-colour sapphires, South Sea pearls, jade). Services include GIA-certified diamond building, bespoke/commission jewellery, and complimentary cleaning. DeGem positions itself as an up-market, stylish and contemporary retailer offering both retail and made-to-order haute joaillerie pieces.

Differentiator

Problem solved

Functional benefit

Brands

• Infinity®: Wedding bands collection designed in pairs for men and women to represent two souls meeting as one.
• BrilliantC®
• Soleluna
• DeGem DeGree
• DeGem Fiori
• DeGem Morphe
• DeGem Respirer
• DeGem Vero Amore
• DeGem W!nk
• JǏN Collection
• BrilliantC® Hurricane
• BrilliantC® Legacy
• Forevermark Avaanti

Products and services

• DeGem DeGree Collection Multi-wear luxury sport lifestyle jewellery collection featuring an innovative carabiner mechanism that converts rings into pendants. Crafted in 18K gold with Brilliant-Cut Natural Diamonds. Retailing from RM7,000 onwards.
• DeGem Fiori Collection Nature-inspired contemporary elegance jewellery with motifs of plants and blossoms, including unisex brooches, ear cuffs, two-finger rings and bangles in 18-karat gold with natural sapphires and brilliant-cut diamonds. Retailing from RM3,300 onwards.
• Multi-Colour Sapphire Collection (SAPPHIRE O' CLOCK) Colourful sapphire jewellery collection spanning royal blue, pink velvet, Padparadscha, orange, green, yellow, and multi-colour sapphires — DeGem iconic pieces for over 30 years with yearly updated seasonal designs.
• BrilliantC® Hurricane Collection Premium high-jewellery diamond collection featuring Ultimate Ideal-Cut BrilliantC® diamonds in an innovative upward-swirling platinum setting evoking hurricane imagery. Designed for women seeking statement pieces.
• DeGem Morphe Ring Collection Two-step fine jewellery collection with interchangeable ring jackets allowing customers to layer a primary gemstone ring with an outer jacket for transforming looks. Centre stones include Orange Sapphire, Pink Sapphire, Padparadscha, Emerald, and Tanzanite in 18K gold.
• DeGem Respirer Collection Mindfulness-inspired jewellery collection featuring an innovative 'standing centerstone' setting that evokes rising above challenges. Sapphire pieces starting from RM4,700.
• DeGem Vero Amore Collection Architectural diamond collection inspired by the love story of Ali & Nino, with a modern Toi & Moi aesthetic pairing baguette-cut and round brilliant-cut diamonds in 18K white gold. High jewellery cocktail rings priced RM11,700-RM12,200.
• Infinity® Wedding Bands Signature wedding band collection designed as matching pairs for couples, representing two souls meeting as one. Features comfort-fit designs in 10K/18K gold and platinum with diamond accents. Collections include LOVE, KNOT, NEST, HONEYMOON and city-inspired lines. Pricing MYR 1,550 to MYR 6,300.
• Dragon & Zodiac Collection Chinese zodiac-inspired annual jewellery collection featuring dragons in yellow gold, Type A Fine Jadeite and diamonds. Designed as treasured heirloom gifts for Lunar New Year. Starting from RM2,680.
• W!nk Collection Playful fine jewellery collection featuring whimsical designs, including a hummingbird diamond necklace symbolising good luck, intelligence, beauty, loyalty and lifelong love.
• DeGem DNA Collection Distinctive fine jewellery collection under the DeGem brand focusing on modern designs.
• Forevermark Avaanti Collection De Beers Forevermark diamond collection featuring wave-inspired movement designs in white and rose gold. Includes rings, pendants, bangles, bracelets and earrings symbolising potential and positive change, with ethically sourced Forevermark diamonds.
• South Sea Pearl Collection Pearl jewellery collection featuring metallic white South Sea Pearls and Tahiti South Sea Pearls combined with diamonds. Designs include pendants, necklaces and earrings inspired by the crescent moon.
• JǐN Collection (锦 [JǐN]) Chinese-inspired fine jewellery collection featuring Oriental craftsmanship. Designs incorporate sandalwood, mother-of-pearl, pearls and diamonds in 999 gold and 916 gold — including necklaces, earrings, rings and bangles.
• BrilliantC® Legacy Collection Diamond collection featuring ideal-cut BrilliantC® diamonds in swirling halo designs representing legacy and lineage. Includes pendants, necklaces, earrings and stud earrings in 18K gold.
• High Jewellery / Haute Joaillerie High-jewellery / haute joaillerie service offering one-of-a-kind statement pieces and made-to-order jewellery for customers seeking exclusive creations. One of very few such offerings available in Malaysia.
• Build Your Own Diamond Ring (GIA Diamond Customisation) Custom diamond ring building service allowing customers to select and configure GIA-certified diamonds online to create bespoke engagement rings and wedding rings tailored to their preferences and budget.
• Bespoke / Commission Jewellery Service Custom jewellery commissioning service allowing customers to create personalised fine jewellery pieces tailored to their specifications, design preferences and budget.

Quantifiable outcome

• Less than 0.1% of the world's diamonds achieve BrilliantC® Ideal-Cut excellence

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• De Beers (Forevermark)coreTechnology or IntegrationDeGem partners with De Beers' Forevermark for the Forevermark Avaanti Collection. Forevermark diamonds are sourced with ethical practices, with the company committed to sustainable development including wildlife conservation in Botswana and profit-sharing with local governments in mining communities.
• GIA (Gemological Institute of America)coreTechnology or IntegrationDeGem offers GIA-certified diamonds, with the 'Build Your Own Diamond Ring' service allowing customers to select GIA-certified stones. The company emphasises that all diamonds are certified by renowned international standards.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses3 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@DeGemMalaysia
• Facebookfacebook.com/DeGemDiamond
• Instagraminstagram.com/degemdiamond
• LinkedInlinkedin.com/company/degemdiamond

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 DeGem