It all began with a single dream: to birth a boutique that would surpass the parameters of a jewellery brand, instead becoming one that marked unmatched excellence within luxury. Suen Lee’s namesake establishment has pursued this dream wholeheartedly for over a decade since its inception in 2010. Creating fine pieces to celebrate life’s most meaningful moments, Malaysian-rooted SUEN Jewellers attributes superiority to quality and style.
Founder Suen Lee came from a legal background prior to her venture into diamonds wholesale and jewellery retail. With a firm belief that perfection is the child of time, each and every piece made in Lee’s atelier is a reflection of this. Over the years, SUEN Jewellers has witnessed growth – from becoming an exemplar of bespoke services to collaborating with Italian fine jewellery brands such as Giorgio Visconti and Mariani. Even the slightest glance at SUEN Jewellers’ masterpieces would evoke desire in anyone who adores fine jewellery – curated with diamonds, gemstones and pearls, the jewellery exude luxury.
SUEN Jewellers continues to grace the world, launching its latest collection, Symphony of Colours. Upon this momentous occasion, FirstClasse had the pleasure of speaking with Lee where she offered a glimpse into her renowned brand.
What do you think is SUEN Jewellers’ greatest strength that sets it apart from its contemporaries?
SUEN Jewellers’ greatest strength, setting us apart from contemporaries, lies in our unwavering passion for exquisite gemstones and jewellery, it is not merely a profession but a profound commitment to excellence in every endeavour I undertake.
Our unique honed perspective, owing to my journey from law to the jewellery industry, transcends the conventional, allowing us to curate not just jewellery but immersive experiences that resonate with the contemporary muse. I believe that in a landscape where innovation and distinction are paramount, my passion acts as the driving force that propels SUEN Jewellers to newer heights.
It’s a strength that echoes in every piece we create, setting us apart as a brand that doesn’t merely follow trends but defines them, ensuring that each creation is not just a jewel but a masterpiece, a testament to the unparalleled artistry and dedication that form the cornerstone of SUEN Jewellers’ identity.
In 2018, SUEN started offering luxury travels and bespoke gifting – how has that been, and tell us more about that.
The introduction of luxury travel and bespoke gifting in 2018 didn’t achieve the expected traction, despite notable successes such as our bespoke wedding fair with several bridal partners, which was a tremendous hit. While the broader initiative didn’t fully take off, we’ve garnered insights and refined our approach.
Moving forward, we remain committed to creating tailored and unforgettable experiences that complement SUEN Jewellers’ essence: celebrating life’s significant moments with crafted excellence and personalised service.
Tell us about SUEN’s jewellery creation and design process.
SUEN’s jewellery creation and design process are dynamic collaborations led by myself, as the founder. Working alongside our dedicated gemologist and skilled jewellers, we foster an environment of shared inspiration through engaging brainstorming sessions. Here, we explore diverse directions and approaches that these ideas spark.
Meticulous curation of the finest gemstones follows, enhancing our collections. Additionally, when we acquire an exceptional gemstone, we reverse the process, crafting a design that showcases the unique beauty of the gem. In performing this iterative approach, we ensure that each piece reflects not just craftsmanship but a narrative described through gemstones alongside the artistry of SUEN Jewellers.
What makes SUEN truly stand out is our resolute adherence to the most stringent of standards. Every gem and piece of jewellery that leaves our Atelier complies with the highest quality benchmarks. This dedication to excellence has been garnered us with ISO certification in Design and Manufacturing since 2013. For us, we are not just jewellers; we are curators of stories, and keepers of the profound beauty within each gem.
What are the main challenges you face when it comes to curating such fine pieces?
The primary challenge we encounter in curating fine pieces lies in the dimension of time given our unfaltering commitment to perfection. We firmly believe that meticulous craftsmanship is a process that unfolds in the most intricate details, each stroke and setting a testament to our dedication to excellence.
In the realm of fine jewellery, where precision is key, every piece undergoes a thorough and time-consuming process. From the initial conceptualisation and design discussions to the careful selection of gemstones and the skilled craftsmanship in our Atelier, each stage demands a significant investment of time. This investment is not simply about the quantity of time but the quality of it – it’s about allowing the creative process to breathe. It’s in the patient, precise setting of each stone, the careful shaping of metals, and the final polish that brings the piece to life.
What does the future hold for SUEN Jewellers?
Looking ahead, the future for SUEN Jewellers is an exciting canvas of possibilities. Our commitment to pushing the boundaries of creativity remains strong as we strive to redefine the landscape of fine jewellery. The world of design is ever-evolving, and we aim not only to keep pace with it but to lead the way and set new standards and trends.
Remaining vigilant in the industry forms a prime aspect of our vision. In the jewellery world demands where constant innovation and adaptability is demanded, SUEN Jewellers readily embraces this challenge. We are always seeking fresh inspirations, exploring cutting-edge techniques, and staying ahead of our contemporaries. Our goal is not just to be a mere participant in the industry but a trendsetter that inspires others.
As our future unfolds, SUEN Jewellers warmly welcomes the younger generation. We foresee a dynamic shift, in tune with this vibrant demographic’s evolving tastes and preferences. Our focus moving forward is to craft creations that not only encapsulate the essence of our timeless craftsmanship but also speak directly to the unique sensibilities of the younger generation. We are curating inspirations that are contemporary, innovative, and a reflection of the present youth’s dynamic spirit.
Images by SUEN Jewellers.