Hubert Burda Media

On Cheong Jewellery rebrands for the future

Singapore-based jeweller On Cheong Jewellery celebrates 80 years of its heritage.

On Cheong Jewellery’s outlet on South Bridge Road

Trusted by generations of Singaporeans, On Cheong Jewellery has endured the test of time and it now embarks on the next phase of its history, after its 80th Anniversary Gala dinner and launch of its new logo on January 6. With the new tagline, “Crafted by time, cherished for generations,” the brand marks its transition into a premium heritage of commitment and innovation.

A refreshed logo, simplified with a green palette, symbolises the evergreen legacy of the jeweller, one of the longest established jewellers in Singapore. On Cheong’s retail outlets, on South Bridge Road and New Bridge Road, embody the company’s updated corporate identity by playing up the juxtaposition of green and neutral tones, creating a luxurious and refined feel that remains distinctly On Cheong.


To further commemorate its heritage, the brand has introduced four emblems — Prosperity, Diamond, Happiness and Longevity — to reflect its core values and brand philosophy, and communicate the company’s determination to engage a new generation of clients while keeping tradition close to its heart.

With gracefulness and delicacy as a signature of On Cheong’s jewellery pieces, the new ‘Play’ series, conceptualised by in-house designers to commemorate the company’s 80 years, presents creations imbued with whimsical fancy and irreverent liveliness that draw inspiration from flora and fauna, shapes and hues. Jade, On Cheong’s signature gemstone, also has pride of place among its offerings. Its 2017 Jade series features the Amity necklace, in 18k white gold and set with jadeite and diamonds, that is inspired by ancient imperial court ladies boating on lakes surrounded by the beauty of nature. The Pavilion earrings, in 18k white gold and set with jadeite and diamonds, takes its cue from the secluded spot of courtship located above a lotus pond in a tranquil garden.

Thriving over eight decades to become the brand it is today has taken On Cheong the collective effort of its dedicated craftsmen and designers. Last year the brand was a finalist of the HRM Award for SME Employer of the Year, among other categories and in 2015, it won the Singapore Workforce Skills Qualifications (WSQ) Most Supportive Employer Award for the small and medium-sized retail enterprise sector. The company remains devoted to promoting cutting-edge technology, lifelong education and multigenerational cooperation.

On Cheong Jewellery’s outlet on New Bridge Road

From its founding in 1936 as a goldsmith shop to looking ahead at future trends and innovation, On Cheong has stood firm through it all to become one of the local jewellers of note. Originality, flair and heritage remain at the heart of the brand, as exemplified by its bejewelled creations.

Visit On Cheong’s boutiques at 251 South Bridge Road and 239/241 New Bridge Road, or on Facebook.

This article is brought to you by On Cheong Jewellery.