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About Us

Established since 1936, On Cheong Jewellery has grown to become one of Singapore’s esteemed jewellery retailers. Emphasising quality, unique designs and dedicated customer relationships,
On Cheong has earned its trust and loyalty from a wide stream of customers and is the first SQC (Singapore Quality Class with People and Service Excellence) certified jeweller in Singapore.

With a team of talented jewellery designers and craftsmen, On Cheong is renowned for crafting jewellery masterpieces for customers who appreciate the finer things in life.
With On Cheong Jewellery, we are committed that every jewellery piece is “Crafted by time, Cherished for generations”.

On Cheong’s accolades include:
2004 – ‘Mark of Trust’ Quality Jewellers of Singapore Scheme (QJS).
2006 and 2008 – Singapore Prestige Brand Award (Heritage Category).
2010 – Singapore Service Star Award.
2012 – Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) Exemplary Employer Award and Outstanding Workplace for Mature Employees for its fair, responsible and employment practices in workplace.
2014 – Singapore Service Class (S-Class) for Business Excellence.
2015 – Workforce Skills Qualifications Most Supportive Employer Award (Retail SME), Premium Service GEM for Luxury Watches and Jewellery/Premium Gifts.
2017 – Skillsfuture Employer Award and Singapore Health Award (Corporate Merit Award).
2018 – SkillsFuture Fellowships Award and SRA Platinum ACE Award for Luxury Watches/ Jewellery.
2019 –  On Cheong Jewellery was awarded the Singapore Quality Class (SQC) with People and Service niche and Singapore Health Award 2019 (Excellence Award).

On Cheong

The name On Cheong or 安昌 is derived from 平安昌盛, meaning Peace and Prosperity.
It is a symbol of heritage since 1936.

The Diamond

The diamond is a symbol of strength and vitality. It reflects the timeless, elegant creations and radiance of our jewellery.

Est. 1936

The brand history is encapsulated in the statement. Our longevity is a symbol of reliability and integrity that we promise to deliver.

The Colour Gold

Gold is value and signifies wealth and prosperity. It illustrates On Cheong’s humble beginnings as a traditional goldsmith shop in 1936, and our commitment to be a premier jewellery brand of distinctive value.

The Colour Green

The shade of pine reflects an evergreen brand, with elegance and longevity portraying the essence of our dignified heritage.

TAGLINE

“Crafted by time, cherished for generations.”

On Cheong is best represented by the four On Cheong icons, Prosperity, Diamond, Happiness and Longevity.
Each element is derived from the brand’s heritage and philosophy.

Prosperity

“Prosperity’’ is a symbol of success and Peace,it is our founder’s wish for the future. The prosperity symbol is applied to all POS materials associated with the brand.

Diamond

‘’Diamond’’ symbolizes strength and vitality. The brilliance of the diamond represents timeless jewellery creations and the multi-facets symbolises wide range of our product offering to suit the different needs of our customers.

Happiness

“Happiness” symbolises On Cheong’s promise to delight our customers by delivering excellent and personalised customer service. It also creates a conducive working environment for all our employees to feel safe and happy.

Longevity

“Longevity” symbolises On Cheong’s everlasting reliability and integrity.

Milestone

2019
May 4

2019

2019

On Cheong Jewellery was awarded the Singapore Quality Class with People and Service niche.
Awarded Singapore Health Award 2019 (Excellence Award)
荣获新加坡品质(SQC)服务及人力评级新加坡保健促进局所颁发的卓越企业奖

2018
August 24

2018

2018

Managing Director Mr Ho Nai Chuen receiving award from President Halimah Yacob – SkillsFuture Fellowships Award 2018

Awarded SRA Platinum ACE Award 2018 for Luxury Watches/ Jewellery

Received 13 Star, 1 Gold and 9 Silver Awards in SRA Excellent Service Awards (EXSA)

Embarked on SkillsFuture Mentor Program

安昌董事经理何乃全先生荣获2018技能创前程专才计划奖

荣获新加坡零售商协会白金客户体验成就奖(钟表及珠宝品牌零售组别)

荣获新加坡零售商协会的卓越服务奖 – 13卓越星奖、1 卓越金奖和9卓越银奖

启用技能创前程中小企业导师计划

July 2

2017

2017

Managing Director Mr Ho Nai Chuen receiving award from Mr President Tony Tan – SkillsFuture Employer Award 2017

Awarded Singapore Health Award 2017 (Corporate Merit Award)

Embarked on Development Project to adopt RFID to enhance business processes for productivity

Received 5 Star, 12 Gold and 1 Silver Awards in SRA Excellent Service Awards (EXSA)

技能创前程专才计划奖首次颁发给企业及个人 – 安昌董事经理何乃全先生荣获技能创前程雇主奖

荣获新加坡保健促进局所颁发的优异企业奖

采用射频识别技术,优化企业流程提高生产力

荣获新加坡零售商协会的卓越服务奖 – 5卓越星奖、12 卓越金奖和1卓越银奖

July 2

2016

2016

Finalist of HRM Awards 2016 for the categories of SME Employer of the Year, Best Silver Talent and Re-employment Practices, Best C-Suite Leader and Best HR Manager.

Embarked on a new brand identity

Embarked on CultureSAFE program, committed to workplace safety and health (WSH) and to take the lead in cultivating the right WSH mindset and attitudes in jewellery industry.

Received 2 Star, 17 Gold and 6 Silver Awards in SRA Excellent Service Awards (EXSA)

入围2016人力资源管理奖-中小型企业组

安昌进行品牌重塑

安昌参加工作场所安全与卫生理事会的 ”安全文化计划”以改进与促进员工对健康的了解与安全工作环境重要性。

荣获新加坡零售商协会的卓越服务奖 – 2 卓越星奖、17 卓越金奖和6 卓越银奖

July 2

2015

2015

WSQ Most Supportive Employer Award (Retail SME) 2015

WSQ Outstanding Alumni Award

Premium Service GEM 2015 for Luxury Watches and Jewellery/Premium Gifts

Received CASETRUST certified status for the Company

Received 2 Star, 2 Gold and 17 Silver Awards in SRA Excellent Service Awards (EXSA)

获颁2015最佳雇主奖(中小型零售企业组)

荣获新加坡新技能资格的杰出校友奖

荣获2015新加坡优质服务奖 – 钟表珠宝品牌零售组

荣获新加坡消费者协会的消协认证标志

荣获新加坡零售商协会的卓越服务奖 – 2卓越星奖、2 卓越金奖和17 卓越银奖

July 2

2014

2014

Awarded Singapore Service Class (S-Class) for business excellence.

Received Singapore Health Bronze Award

Received 3 Gold and 2 Silver Awards in SRA Excellent Service Awards (EXSA)

荣获新加坡企业卓越服务奖 Singapore Service Class ( 简称 S – Class)

荣获新加坡保健促进局所颁发的铜奖

荣获新加坡零售商协会的卓越服务奖 – 3 卓越金奖和2 卓越银奖

July 2

2013

Embarked on Customer Centric Initiative, committed to service excellence and to take the lead in raising service standards in jewellery industry.

Received 3 Silver Awards in SRA Excellent Service Awards (EXSA)

安昌致力于改进与提升客户服务,参加新加坡标新局的“以客为先”计划。 荣获新加坡零售商协会的卓越服务奖 – 3 卓越银奖

July 2

2012

2012

Honoured TAFEP Exemplary Employer Award and “Outstanding Workplace for Mature Employees”

荣获了新加坡“亲年长雇员奖”与“模范雇主奖”双料殊荣

July 2

2011

Received BizSafe Level 3

荣获工作场所安全与卫生理事会(WSHC)的职场安全风险管理(Bizsafe) 提升第3级

July 2

2009/2010

2009/2010

Top Performers of Singapore Service Star Award.

荣获新加坡旅游局颁发‘新加坡服务之星’奖

July 2

2008

2008

Received Singapore Prestige Brand Award (SPBA).

荣获了新加坡金字品牌奖(SPBA)

July 2

2007

2007

Embarked on a major rebranding exercise and repositioned as a premier brand.

Invited by STB to join the Singapore Service Star Scheme.

安昌进行品牌重新打造

受新加坡旅游局邀请加入‘新加坡服务之星’计划

July 2

2006

Honoured with the SPBA Heritage Brand Award.

荣获新加坡老字号品牌奖(SPBA)

July 2

2004

2004

First jewellery retailer to receive the Quality Jewellers of Singapore Scheme (QJS).

荣获‘新加坡优质珠宝商’殊荣的第一间珠宝店

July 2

1999

1999

Acquired the adjacent unit at South Bridge Road, then owned by Malayan Banking Berhad (MBB).

Headquarters at South Bridge Road expanded and reopened, forming the largest showroom in Chinatown.

总行原址拼合翻新成一个双连店,成为牛车水地区规模最大的珠宝店

July 2

1994

1994

New Bridge Road Branch commenced business.

新桥分行开业

July 2

1989

Bedok Town Central Branch was opened.

Participated in the Diamond of Distinction program organized by DeBeers.

安昌扩充营业,勿洛分行开业

参加德比尔斯优质钻石计划

July 2

1949

1949

Acquired Nan Jing Goldsmiths.

Incorporated as a private limited company.

承顶南京金铺

成立安昌有限公司

July 2

1941

1941

Relocated to 251 South Bridge Road and acquired Kwong Yik Goldsmiths

安昌金铺迁至牛车水大马路251号

承顶广益金铺

July 2

1936

1936

Business commenced as a goldsmith shop on the 25th of December at 454 North Bridge Road by our founder, Mr Ho Yew Ping

何耀平先生创办安昌金铺于12月25日在小坡大马路454号开张

VISION

To be the leading heritage jeweller synonymous with distinctive value and excellent relationships with customers across generations.

MISSION

To build a premier jewellery brand by:

  • Striving to continuously improve all areas of business
  • Ensuring product variety, quality and design to bring out the unique charisma of each customer
  • Equipping our staff to adapt to the ever-changing retail landscape
  • Keeping styles beyond times and fashion trends

To strengthen customer relationships by:

  • Delivering the On Cheong Experience
  • Understanding their needs and meeting their expectations
  • Providing sincere, reliable and personalized service

To establish long-lasting cohesive relationships with our staff by:

  • Offering a conducive and satisfying working environment
  • Creating challenging opportunities for lifelong learning and skills upgrading

Core Values:

TRUSTED SERVICE

Provide customers with a great sense of confidence in On Cheong through your knowledge and professionalism in sharing and guiding customers on products and product care.

CARING SERVICE

Exude a sense of friendliness, appear approachable to customers; look out to meet their specific needs and speak and listen to them attentively so that they feel at ease and comfortable throughout the browsing and selection process.

PASSIONATE SERVICE

Exhibit joy and fervour; display high initiative to meet and exceed expectation; serve despite whether customers would make purchase; make customers feel special and compelled to return to On Cheong for future purchases.