After forty-five years in the business, DeGem remains one of Malaysia’s most respected names in fine and high jewellery. What began in 1980 as a goldsmith’s workshop and bespoke jewellery makers, they have since evolved into a brand that looks at both tradition and innovation—as well as craftsmanship with a deep understanding of its customers.
“We’ve always believed jewellery should bring joy,” says Jiayueh Choong, DeGem’s Creative Director. “It’s a happy business. People buy jewellery to celebrate, to remember, to gift.” Jia Chen Choong, or JC, the brand’s Operations & Business Development Director, adds: “I always tell my sales team they’re lucky to be in this business. You’re constantly surrounded by happy people. When customers walk into the store, they’re celebrating life’s milestones, from daughters to granddaughters.”
From Goldsmith Roots to Gemstone Masters
The DeGem story started with both their fathers and uncles, whose master goldsmithing skill became the brand’s foundation. “Back then, it was all about gold jewellery—pure craftsmanship, shaping gold into beautiful forms,” Jiayueh recalls. “But as global influences came in, customers’ tastes shifted. People began asking for gemstones and diamonds, more European and American-inspired designs. That’s when the family decided to pivot.”
Both cousins grew up in the business. “When we were in primary school, our parents would bring us to the shop during the holidays. We were ‘too free’ at home, so they thought we’d be better off learning something productive. We’d go to the factory, handle gemstones, and get familiar with the process,” JC laughs.
While Jiayueh leaned into the creative direction and marketing for the brand, JC developed expertise in gemstones. Since 2014, he has specialised in trading natural, untreated sapphires, spinels, and rubies. “I learned how to evaluate ruby rough and decide how to cut it for maximum beauty,” he explains. “It’s about bringing out the best in the stone and how understanding it shapes the pieces they create.”
The Secret Behind Their Sparkle
Ask the cousins what sets DeGem apart, and they’ll say it’s more than design. “Our supply of stones are exclusive to us from global top suppliers and ethical miners, for the crème de la crème of gems,” says Jiayueh. “Our channels have been built due to decades of consistent track record in selling to the right discerning clientele, besides our community of shared appreciation for exceptional and rarest of quality. Hence, we get the first pick for best prices before they are passed on to other jewellers.” Building trust with partners and clients that appreciate rarity and quality is how they maintain their standards.
The DeGem DeGree Collection: Bold, Playful, Multi-Wear
Every two years, DeGem releases an iconic fine jewellery collection that reflects its evolving identity. This year’s DeGem DeGree Fine Jewellery Collection marks the brand’s 45th anniversary—a bold, sport-inspired line celebrating versatility and geometry. “Whenever we create a new collection, we think about what our clients already have and what they might want next,” says Jiayueh. “We want something new, but still familiar enough that it feels like DeGem.” DeGem DeGree captures a spirit of movement and adventure. Its signature carabiner shape—inspired by hiking gear—symbolises connection and courage. “You use a carabiner when you climb; it’s about adventure and reliability,” JC explains. “We also noticed and turned it into a ‘D’ shape for DeGem.”
The collection is built for multi-wear where the rings double as pendants. Earrings and bangles come in 18K yellow, white or rose gold set with natural diamonds, rubies and sapphires. Wear it on its own, stack it or transform it. The idea is that you can play with it.
DeGem Empire High Jewellery Collection: Grandeur Reimagined
The DeGem Empire High Jewellery Collection represents heritage and artistry. Also created for DeGem’s 45th anniversary, it reimagines the splendour of ancient dynasties through intricate craftsmanship and extraordinary gemstones.
The versatility of the pieces resonates with DeGem’s brand and clientele. “For high jewellery especially, it’s a shame when a piece just stays in a safe,” Jiayueh mentions. “Our clients see these as heirlooms—things to wear, pass down, and enjoy.” The brand even helps clients redesign pieces years later. “Sometimes they come back after five years and say, ‘I don’t want this as earrings anymore—can you make it into a bracelet?” Jiayueh smiles. “Our clients are very proud to own the stone because it’s something very unique to them, it’s something they see they can pass on to their family. It’s also a unique marker of their identity and status. So, the more ways we can provide them to wear for different events and throughout their life is an extra service we can provide.”
A standout feature in this collection is the use of carved emeralds—a daring departure from standard faceted cuts. “Emeralds aren’t the easiest stones to carve,” says JC. “They have natural inclusions, so artisans must carefully control pressure and temperature. It’s different from cutting faceted stones, which follow a more repeated, formulaic process. Carving, on the other hand, depends on creativity—what you can imagine to make it beautiful. Often, inspiration comes from nature or plants. Many of these craftsmen are artists themselves, and we try to bring that artistic touch into our pieces. It’s a delicate balance—carving is both technical and creative. Many of our clients already own faceted emeralds, carved ones bring something completely new.”
Many of the DeGem Empire pieces are also transformable. Brooches become earrings, bangles turn into pendants. “High jewellery is an investment,” Jiayueh says. “We want people to enjoy it in more ways than one. A piece can follow you through different stages of life—and even generations.”
The highlight here is the Empire Mask, a one-of-a-kind statement featuring tourmalines, sapphires, and diamonds. It can be transformed into four separate brooches. “It took a full year to complete, and we’ll never replicate it,” says Jiayueh. “It’s one of our most ambitious designs.”
Handcrafting in a Modern Age
In an era when technology and lab-grown stones dominate headlines, DeGem continues to champion handcraftsmanship. “Handcrafting takes years to master,” Jiayueh says. “Every curve, every setting, every polish carries the maker’s skill and emotion—that’s something no machine or lab-grown diamond can replicate.”
Precision is everything. “For DeGree, we used a lot of baguette-cut diamonds,” JC says. “Even a slight difference in dimension can throw off the design. It’s a real test of craftsmanship. The diamond setter himself has to be very experienced and only a selected few are skilful enough to mount all these diamonds. Our pioneers, master craftsmans are nearing 60 in age,” JC notes. “They’ve been with us for decades, and we’re lucky to learn from them. The next challenge is passing that skill on.” Jiayueh adds.
“What really stands out for us at DeGem is that we 100% in-house manufacture fine jewellery from design to production. Every process is hands-on to maintain our uniqueness compared to other players who totally outsource, which makes them lose their identity. To maintain manufacturing fine jewellery is a huge commitment that requires strong teamwork. The experience and creativity behind that take years to build. Sometimes people aren’t sure how to categorise us as a brand, because many local jewellers focus mainly on gold jewellery. But we the pioneer in fine and high jewellery, which demands a higher level of technical skill and precision. That’s the direction we want to keep pursuing. Our unique method of creating fine jewellery combines advanced technology with traditional handcrafting. It’s not what we do, but how we do it.
Our designers and founders work closely with our in-house craftsmen to perfect each piece. It takes seasoned experience to visualise the final piece, and precise technical skill to create jewellery that is beautiful, functional, and comfortable to wear.
Crafted with Connection
For the cousins, every piece of high jewellery begins with one guiding question: Does it bring out the beauty of the gemstone? “Especially for high jewellery, the gemstone takes centre stage,” Jiayueh explains. “We always consider if it’s shown at its best—the right colour, the right glow, the right flow within the piece.” That commitment to artistry and precision is what defines the DeGem spirit. “I think our identity is about creativity, innovation and boldness,” she says.
“It’s about making something you’ll be proud to wear—where craftsmanship is reflected in every detail.”
After four and a half decades, DeGem’s philosophy remains grounded in joy—and in the lasting relationships built with its clients. “We’ve celebrated so many milestones with our customers,” says Jiayueh. “The wonderful thing about them is that as we grow, their preferences evolve too. It’s always a two-way relationship—we push each other creatively.” And that philosophy still shines through. For Jiayueh and JC, it’s this balance between progress and tradition that keeps the brand meaningful. To put it simply: it’s about creating jewellery that connects across generations, stories and time.
Photography: Soon Lau
Creative Direction: Joseph Cheng
Art Direction: Nadia Aswardy
Hair and Makeup: Eranthe Loo
Photography Assistant: Aizuddin Afiq
This story first appeared on GRAZIA Malaysia November 2025 Issue.