Poh Heng Jewellery is a 70-year-old brand that is tapping into its storied past to build new relevance with consumers in Singapore.
The proof comes with “Legacy”, a jewellery collection that launched in the run up to 9th August – the country’s National Day – this year, and was supported by a “Wear Your Story” marketing campaign that proudly celebrates seven decades of history for the company, as well as Singapore’s own development since becoming an independent nation in 1965.
Celine Goh, a jewellery designer and buyer at Poh Heng, found inspiration for the “Legacy” line by spending time in...