Established in 1997 by founder CH Khoo, Goldfinch Jewelry, originally known as SHS Goldsmith, underwent a significant transformation in 2015 when CM Khoo, the second generation, took the helm and rebranded the company.

Entrepreneurial Journey and Business Evolution

In 2011, CH Khoo began his entrepreneurial journey by opening the first jewelry shop in the small town of Kepala Batas, Penang. Initially focusing on jewelry repair skills and retail shop marketing, the business experienced a major shift in 2015 with the opening of the first branch in Kedah and the establishment of an online team.

Embracing Social Media and Expanding Reach

Goldfinch Jewelry embraced social media promotion, successfully gaining customer trust. Through years of hard work, the brand expanded across Malaysia, boasting branches by 2023 and amassing over 600K fans on social platforms.

About Goldfinch Jewelry

Specializing in middle-range market jewelry, Goldfinch prioritizes affordability for a broad customer base. The company offers various promotions, including “buy now pay later” options and wedding packages with complimentary travel, photoshoots, and spa sessions.

Innovative Marketing and Market Position

Branding innovations have strategically positioned Goldfinch Jewelry in the market, allowing them to capture a wide audience. With a mission to become the No. 1 jewelry brand and a vision synonymous with jewelry, Goldfinch Jewelry has expanded its footprint to over 50 branches throughout Malaysia by Q4 2023, with plans to open 30 more stores in 2024.