25 Jan '11, 10pm

Success that does not lose its shine: SINGAPORE - In bad times, most businesses would resort to promotions and s...

SINGAPORE - In bad times, most businesses would resort to promotions and slash prices as they believe customers would tighten their purse strings. Not On Cheong Jewellery (On Cheong), which did just the opposite: It forayed into a new niche area of producing custom-made jewellery pieces. The use of premium-grade gemstones, coupled with breathtaking and original designs, has added a new sparkle to the 75-year-old household name. Cost is not the only factor that influences the buying decision, says managing director Ho Nai Chuen. "Our customers look for distinctiveness and they value uniqueness. They don't mind the five-digit price tag when they are paying for a one-of-a-kind item." At the end of 2008, despite a 4-per-cent drop in sales turnover, On Cheong was able to maintain its profit margin, raking in a seven-digit figure sales revenue. POLISHING ITS BRAND Back in 2007, ...

Full article: http://www.todayonline.com/Business/Enterprise/EDC110126-...

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Home » Imports shine as Singapore Slingers down Thailand Slammers in ABL semi

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