'Jades Aren't Just For Ah Mas': Daughter Returns To Help Family's Jewellery Business Survive Covid-19

Eve Phua, 45, grew up in her parents’ Chinatown shop but had little interest in the family business. After six years as a stay-at-home mother, her parents asked her to build a website for House of Phua in 2018 — which led to her joining the business full-time during the Covid-19 pandemic.

Drawing on her background as a programme manager and media professional, Eve modernised the company through social media marketing and educational content. "Education is just as important as profits," she says, describing the livestream videos she creates about jewellery types.

In September 2022, Eve and her husband launched HOPE Diamond, focused on lab-grown diamonds, promoting an alternative set of considerations beyond the traditional 4Cs: choice, consistency, confidence, cost. Lab-grown diamonds cost roughly S$1,000–S$2,000 per carat — substantially cheaper than mined alternatives while carrying identical certifications.

Eve has also repositioned jade for younger customers by introducing colour varieties like purple and yellow jade, alongside Chinese metaphysics readings as an added service.