诚信为本经商之道 母女携手共创珠宝辉煌

The article profiles the mother-daughter team behind House of Phua (亮轩珠宝行), a jewellery business in Singapore. Founder Tan Ban Teng, 76, established the company in 1990 with integrity and customer service as core principles, having started her career as a sales associate at an established jewellery retailer.

Starting with borrowed capital, Tan implemented a high-volume, low-margin sales strategy that quickly recovered initial costs. Despite economic downturns over 35 years, the business survived through careful cost management.

Her daughter Pan Yi Hui, 47, previously worked in media and cosmetics marketing before joining the family business during the Covid-19 pandemic. She leveraged social media expertise to launch Facebook live-streaming sales and created promotional videos. As Tan put it: "诚信为本经商之道" — integrity is the foundation of business.

The jewellery store relocated from Pearl Centre to International Plaza in 2024, attracting younger, affluent professionals. Pan has expanded the business by collaborating with corporate partners to conduct jade seminars, positioning jade jewellery as an essential fashion accessory.