On Cheong Jewellery: How one of Singapore’s oldest jewellers in Chinatown has lasted nearly 9 decades

Among the many heritage businesses that called Chinatown home from the 1950s to 1980s, goldsmiths had a particularly strong presence. Many of these were household names during the time, with each having their own loyal customers, despite facing stiff competition in the area.

Very few of these family-run businesses, however, are still around today, given how much jewellery tastes and purchasing habits have changed since. 

“Back then, the district flourished with over 20 bustling goldsmith shops, primarily serving the local community amidst Chinatown’s historic ambience. Even though they offered a more limited selection compared to modern jewellers, these shops thrived with clientele,” said Ho Nai Chuen, who is the managing director of On Cheong Jewellery, one among the small number of these goldsmiths to have successfully survived to this day.

On Cheong Jewellery, one of Singapore’s oldest surviving Chinese jewellers, was founded by his father, Ho Yew Ping, in 1936. The elder Ho was born in Guangdong province in China, and honed his craft as a goldsmith apprentice in Penang and Ipoh, before moving to Singapore and setting up shop here. 

The business was originally named On Cheong Goldsmith and was located in North Bridge Road in Chinatown. It then moved to South Bridge Road (known back in the day as Goldsmiths’ Row) where footfall was higher, which is where it still stands today.

Its name, in Chinese characters, remains emblazoned across the front of the five-footway shophouse it occupies, albeit in a shortened form today – perhaps an unintentional but apt reference to how On Cheong Jewellery has changed and modernised over the years.

MOVING WITH THE TIMES   

Change was inevitable as consumer preferences in the trade evolved. While customers of the past bought gold jewellery as a mode of investment and savings, and also with the intention of passing them down to family as heirlooms, subsequent generations bought it for personal wear and sought jewellery styles that were more up to date and suited their accessorising tastes.

After the elder Ho passed away in 1965, his wife helmed On Cheong along with their eldest son Dr Ho Nai Kiong, who assumed the role of chairperson. As the youngest son of the family, Ho Nai Chuen eventually took over the reins of the business after being appointed managing director in the 1980s. 

“Following my mother's passing in 1985, I joined the family business, initially lacking jewellery knowledge. I started from scratch, working as a counter salesperson while managing human resources and attending night classes to grasp jewellery identification and design,” he shared. He had wanted to gain a good understanding of every facet of the business, instead of running it straightaway as top management.

Ho had no intention of preparing to take over the business and was pursuing a degree in accountancy in his earlier years. When the time came for a successor to step up to the job, he did so because no one else in the family could. While his business-related education came in useful, the learning curve was considerably steep.

TRADITION MEETS MODERNITY

Learning the ropes was one thing but modernising the business was yet another challenge. In 2006, On Cheong Jewellery embarked on a major rebranding – it was also the year that marked its 70th anniversary. “We introduced a new company logo, as well as a strategic shift in our product offerings. We wanted to differentiate our brand by prioritising jewellery customisation and emphasising personalised service,” Ho explained.

While the jeweller's primary focus now targets a younger demographic with a preference for distinctive and contemporary designs, it didn’t entirely leave behind its former clientele and chose to still retain a small inventory of traditional gold jewellery for elderly patrons and those who appreciate heritage styles.

Ho also ensured that the new direction stayed true to On Cheong’s Chinese heritage, even as modern updates are introduced into its catalogue of jewellery styles. This was accomplished by fusing traditional with contemporary aesthetics and subtle modern elements.

“Incorporating traditional Chinese influences into contemporary jewellery design resonates with consumers seeking unique and meaningful pieces. Updating these designs with modern touches ensures relevance and appeal to contemporary tastes, allowing the company to adapt to industry shifts seamlessly,” he said. Essentially, the aim was to appeal to a wider audience without compromising On Cheong’s identity.

The result of these changes are designs that are more understated and versatile than traditional styles. Of course, there’s still something for the customer looking for jewellery that’s more elaborate, as well as a selection that is unexpectedly modern – comprising creations that you’d be surprised to know were from a jeweller with a traditional Chinese heritage.

FOCUSING ON INNOVATION AND QUALITY

Ho wanted to set On Cheong apart from other jewellers by demonstrating its dedication to craftsmanship and innovation, and has been fulfilling this mission by putting premium gemstones in the creative hands of its team of expert in-house designers.

Its speciality today is jadeite jewellery, which has recently risen in popularity across the globe, and captured the interest of not just seasoned jewellery collectors, but also younger consumers.

“Type A natural jadeite has become a hallmark of our brand, reflecting the growing consumer demand for this rare gemstone. With deep roots in Chinese tradition, jadeite symbolises prosperity and longevity. Our jadeite collection encapsulates enduring elegance and value, as it is meticulously crafted and certified by recognised laboratories,” said Ho.

“Since rebranding to On Cheong Jewellery in 2006, our evolution from a traditional goldsmith shop to a modern, bespoke jewellery brand has been profound. Embracing innovation, we prioritise in-house design over external suppliers, crafting distinctive pieces that offer true uniqueness to our customers,” he added.

LOOKING TOWARDS THE FUTURE

It’s no secret that running a family business has its challenges – Ho certainly had experienced his fair share of them. But at the same time, he also recognises its good side and the rare opportunity of being able to do so. “It’s not easy to manage sensitive family dynamics and complex decision-making, but despite the difficulties, [it’s fulfilling to be able to] foster strong family relationships and preserve tradition, as well as On Cheong's rich legacy,” he said.

Up till today, his late mother remains a big influence with regards to how he manages the business.

“She emphasised the importance of owning our business properties for asset security and prioritising excellent customer service. Despite lacking formal education, her exceptional people skills fostered loyal customer relationships, highlighting the significance of genuine care and attention. Inspired by her legacy, I'm committed to upholding this tradition at On Cheong, ensuring customer satisfaction while honouring her memory,” Ho shared.

When asked about succession down the road, Ho acknowledges that there are no solid plans for the third generation of the family to take over the reins in future, even if he hopes that it can happen.

That said, he is not opposed to working with people outside the family. “To sustain our family business effectively, I feel that talent beyond family members is crucial. After all, passing the baton to a family member requires that person to have a genuine passion for jewellery, creativity, and alignment with On Cheong's ethos and values,” he said.