Top 10 Jewellery Brands in Malaysia

Malaysia—a land rich in cultural heritage and natural beauty—has a thriving jewellery scene driven by homegrown designers. These 10 local brands merge brand identities rooted in Malaysian heritage with modern craftsmanship, innovative materials, and ethical sourcing. Whether you’re seeking a timeless heirloom or a minimalist statement piece, these labels demonstrate how brand-building can cultivate both local admiration and international recognition.

1. Poh Kong

Brand Identity & Philosophy

A household name, Poh Kong stands out for its wide product range—gold and diamond pieces that blend traditional craftsmanship with modern flair 1. Founded in 1976 by Datuk Francis Poh and Chua Ching Choo, it has since become the largest jewellery retail chain in Malaysia, reflecting a strong brand awareness and brand equity 2.

Materials & Techniques

• Utilizes diamonds, gold, jade, and pearls 1.
• Combines traditional techniques with modern technology for high-quality precision 4.

Price Range & Target Market

• Price Points: From RM 576 (gold bar) to over RM 4,000 (diamond pendants) 6,7.
• Caters to a broad demographic, from everyday wear to investment-grade pieces 2.
• Online Presence: Platforms like Lazada and 11Street 88 expand accessibility and brand visibility.

By championing Malaysian heritage while ensuring accessible price tiers, Poh Kong cements itself as a leader in the market, showcasing brand equity built over decades of trust.

2. Habib Jewels

Brand Story & Message

Habib Jewels, founded in 1958 by Habib Mohamad, is synonymous with heritage and luxury. Early on, it differentiated itself by emphasizing diamonds and precious stones over gold 10. The motto, “The Gift of Happiness,” underscores the brand’s focus on evoking joy through its collections 11.

Materials & Techniques

• Employs gold, diamonds, gemstones, pearls 13.
• Known for high-quality materials, pairing traditional craftsmanship with modern styling 14.

Price Range & Target Market

• Spanning from RM 240 (gold pendants) to over RM 200,000 (high-end diamond pieces) 15,16.
• Reaches diverse clientele, from everyday jewellery seekers to serious investors.

Habib Jewels sustains brand loyalty via iconic designs, ethical sourcing, and a multi-channel strategy that embraces both heritage and contemporary influences.

3. Selberan

Brand Identity & Origins

Established in 1973 from a collaboration involving Royal Selangor and European master jewellers, Selberan weaves a European approach into Malaysian fine jewellery 17,21. This fusion fosters a brand identity reflecting timeless, classic motifs in 18k gold and diamond pieces 19.

Materials & Techniques

• Specializes in 18k gold and diamonds, employing European-trained artisans for meticulous detail 18,21.
• Pioneered Malaysia’s first ideal cut diamonds, further establishing brand differentiation 21.

Price Range & Target Audience

• Smaller items around RM 1,680; full sets under RM 10,000 22.
• Caters to clients valuing classic elegance with a touch of European refinement.

Selberan’s longevity and brand equity stem from blending local heritage with European craftsmanship, appealing to modern shoppers seeking refined luxury.

4. Diamond & Platinum

Brand Promise & Positioning

Diamond & Platinum redefined the market by championing affordable and transparent diamond jewellery 23. Their “mine-to-consumer” sourcing ensures ethical diamonds and competitive pricing—key to their brand image 24.

Materials & Techniques

• Features high-quality diamonds in platinum settings, focusing on durability and everyday wear 24.
• Offers Estrella Diamond and De Beers Forevermark lines, underscoring brand variety 23.

Price Range & Target Market

• Diamond rings from $450; diamond stud earrings under $300 25.
• Appeals to young professionals and couples (engagement/wedding rings).

Via consistent brand messaging on ethics and affordability, Diamond & Platinum cultivates brand loyalty among first-time diamond buyers and stylish professionals.

5. Tailored Jewel

Brand Architecture & Omnichannel

Launched in 2012 by Ethon Low, Tailored Jewel leverages an omnichannel model—combining online convenience with personalized in-store consultations 27,28. This synergy shapes a brand identity grounded in innovation and customer-centricity.

Materials & Techniques

• Uses diamonds, pearls, precious metals, and even alternative metals (e.g., steel, titanium, tantalum) for wedding bands 26.
• Renowned for handcrafted quality and customization 29,30.

Price Range & Audience

• Engagement rings begin around RM 3,350 31.
• Serves a diverse clientele seeking personalized fine jewellery, with a 14-day money-back guarantee for selected diamond choices 28.

By bridging digital and physical retail, Tailored Jewel heightens brand awareness and fosters brand trust in bespoke jewellery experiences.

6. Dorothy Jen Ng

Brand Story & Expertise

A third-generation jeweller, Dorothy Jen merges bespoke fine jewellery with gemstone consultations and educational workshops in Penang 32,33. Her passion for gemmology underscores brand uniqueness in personalized consultations and workshops.

Materials & Techniques

• Utilizes high-quality gemstones and precious metals.
• Promotes traditional techniques, ensuring each piece is truly one-of-a-kind 33.

Target Market

• Caters to clientele valuing custom designs and gemmological expertise.
• Workshops appeal to those wanting an immersive jewellery-making experience 32.

Dorothy Jen’s brand equity thrives on exclusivity and education—filling a niche in Malaysia’s market for personalized gem knowledge and craftsmanship.

7. Lim Wai Hung (Lazo Diamond)

Brand Identity & Scale

Founder of Lazo Diamond, Lim Wai Hung commands a robust retail presence for white gold and diamond jewellery, with 3 stores nationwide 35. Lazo Diamond’s scale signifies strong brand recognition in the local market.

Materials & Techniques

• Emphasizes luxurious white gold and diamond pieces 35.
• Known for refined design and innovation.

Target Market

• Aims at luxury enthusiasts seeking exclusive daily wear or special-occasion pieces.
• Focuses on consistency in craftsmanship across multiple retail locations.

Through extensive reach and a commitment to white gold artistry, Lazo Diamond maintains a brand presence that appeals to high-end shoppers across Malaysia.

8. Eric Leong

Brand Persona & Design Innovation

Eric Leong is an innovative Malaysian jewellery designer recognized for contemporary and boundary-pushing creations 36. He’s also co-founded design initiatives like the Malaysia Young Designer Award, embedding a brand identity in broader creative pursuits.

Materials & Techniques

• Merges various materials with unconventional approaches, showcasing a distinct modern aesthetic 36.
• Embodies individualistic expression.

Target Audience

• Appeals to those seeking unique, avant-garde designs.
• Brand awareness benefits from Leong’s influence in multiple design circles.

Eric Leong’s brand messaging focuses on pushing boundaries and promoting Malaysian creativity, resonating with consumers who embrace experimental style.

9. Naomi Wong

Brand Philosophy & Minimalism

Known for elegant, minimalist creations, Naomi Wong aims to empower women through timeless yet affordable jewellery 37. Her background in writing and Christian ministry shapes a brand story emphasizing personal growth and understated sophistication.

Materials & Techniques

• Uses gold vermeil and sterling silver, ensuring high-quality and everyday-wear durability 3737.
• Designs center on simplicity and layering potential.

Target Market

• Targets women who appreciate subtle yet refined jewellery for daily use.
• Highlights versatility—pieces can be layered or worn solo.

By championing minimalism, Naomi Wong fosters an approachable brand identity for women seeking effortless style.

10. Sammy Chong (Celovis Paris)

Brand Identity & Purpose

Celovis Paris, founded by Sammy Chong, delivers durable titanium jewellery for Malaysian women 1. Chong’s academic background in philosophy and theology informs a brand message that highlights meaningful design.

Materials & Techniques

• Specializes in German imported titanium, hypoallergenic and well-suited for active lifestyles 1.
• Provides complimentary laser engraving, reinforcing personalization and brand distinctiveness.

Target Market

• Women prioritizing quality, durability, and daily-wear comfort.
• Engraving services appeal to those seeking sentimental or custom statement pieces.

Celovis Paris’s niche approach to titanium positions it as a brand of choice for customers who desire practical yet elegant jewellery.

Conclusion

These 10 homegrown jewellery brands illustrate Malaysia’s dynamic jewellery landscape, each cultivating brand identities grounded in heritage, innovation, ethics, or craftsmanship. From Habib Jewels’ multi-generational legacy to Naomi Wong’s minimalist flair, local labels offer a spectrum of brand messages that resonate with diverse tastes.

Whether you favor:

• Amee Philips’ bold gemstone statements 39,40,
• Celovis Paris’ personalized titanium 1,
• MYJN’s modernist minimalism 43, or
• Selberan’s European-influenced diamond elegance 22,

Malaysia’s homegrown jewellery scene delivers something special for every buyer. By combining timeless artistry, cultural nuance, and brand storytelling, these local jewellers continue to refine their brand equity and inspire consumers—both at home and abroad.

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