Key Takeaways
- Durable 999 Gold for Daily Wear PG Jewel has engineered 99.9% pure gold (999 gold) to be durable enough for everyday use—combining investment-grade purity with practical wearability.
- Jewellery with High Buyback Value With a narrow 9% spread between buying and selling prices, PG Jewel offers customers a more liquid and financially smart alternative to traditional jewellery.
- Modern Designs for Younger Audiences Trend-driven collections with enamel, charms, and diamonds make gold appealing to younger consumers, rebranding it as stylish and relevant, not just ceremonial.
- Tech-Driven, Locally Anchored While leveraging global technology, PG Jewel is investing in local production, design, and talent to grow Malaysia’s jewellery-making capabilities.
- Gold as Wearable Wealth The brand is redefining gold jewellery as a fashionable form of savings—something to wear, enjoy, and rely on as a financial cushion, not just store away.
Bridging Two Worlds, From Ornament to Asset
For many Malaysians, gold is familiar — a wedding gift, a festive token, or something passed down from generations. But when it comes to gold savings and investment, most think of bullion or bars, not bangles and bracelets.
Ng explained the divide. “Most jewellery in the Malaysian market is made from 916 gold, 91.6% pure. It’s popular because it’s considered more durable for daily wear,” she said. “But if you’re looking at gold from an investment standpoint, you want 999 gold, or 99.9% pure.”
This split forced consumers to choose between durability and value. 999 gold jewellery, though pure, was seen as too soft and fragile for everyday use. PG Jewel has flipped this idea on its head. “Thanks to advanced technology, we’ve made 999 gold durable enough for everyday wear,” Ng shared. “This allows people to buy jewellery that is not only beautiful but also retains its full intrinsic value as pure gold.”
Jewellery with an Exit Plan
PG Jewel’s approach doesn’t stop at making gold wearable. They’ve also introduced a new way to think about the value and liquidity of gold jewellery. “One of our key differentiators is offering customer the most advantaged buyback rate,” Ng said. “Customers can trade in their 999 jewellery with only a 9% spread between buying and selling. In comparison, many jewellers offer resale rates where you lose 20% to 50% of the item’s value.”
That means PG Jewel’s pieces function much like physical gold bars — with the added benefit of style. Customers who want to trade up, redesign, or cash in are not penalised heavily. “It’s jewellery with an exit plan,” Ng quipped. “You can wear it, flaunt it, and treat it like a financial cushion when the time comes.”
Fashion-Forward Investment, Appealing to a New Generation
While gold’s role as an investment is foundational to PG Jewel’s brand, Ng quickly points out that style matters too— especially when connecting with younger consumers. “Younger buyers often view gold as old-fashioned or only meant for weddings,” she said. “So we created collections that feel more contemporary.
“These include enamel-accented pieces, charm bracelets, and even subtle diamond touches — all crafted in 999 gold but designed with trend-conscious aesthetics.
“Gold doesn’t have to sit in a drawer waiting for a special occasion. You can wear it all year round — to work, to dinner, even casually — and still be building your wealth,” she explained. PG Jewel also leans into festive gifting trends. Their seasonal collections encourage people to gift gold instead of cash. “Gold is memorable, appreciates, and instils the habit of saving,” Ng noted. “It becomes more than a gift — it becomes a lesson in wealth.”
Grounded in Malaysia, Backed by Innovation
Although PG Jewel uses cutting-edge technology developed abroad, the brand is deeply committed to building local capabilities. “We aim to localise more advanced techniques and produce more Malaysian-designed jewellery,” Ng shared. “We’re not just resellers — we’re investing in technology, machinery, and talent.”
PG Jewel’s digital and physical presence includes showrooms across Malaysia and a strong online infrastructure. “We’re a digital-first company, but we understand that with gold, customers want a level of reassurance,” Ng said. That’s why we maintain a high-touch customer service experience, both online and in-store.” This blend of accessibility and trust is key to PG Jewel’s mission—to make gold relevant and reliable for everyone.
Looking Ahead, Gold Reimagined
For all its advancements, PG Jewel is just getting started. Ng envisions a future where gold jewellery plays a much bigger role in how Malaysians save and grow wealth.
To meet that aspiration, PG Jewel is focusing on design innovation, local production, and value retention—the three pillars that will carry its next chapter. “We’re shifting the narrative. Gold doesn’t belong in a vault anymore,” Ng emphasised. “It’s something that you wear in everyday life, as something you love and can count on.”
