Amidst the bustling streets of Singapore’s Chinatown, On Cheong Jewellery stands as a testament to the enduring power of tradition, innovation, and a deep commitment to its employees and community.
A Commitment to Employees and Community
Founded in 1936 by the late Mr Ho Yew Ping, On Cheong remains one of the city-state’s oldest and most cherished jewellers.
Central to On Cheong’s enduring success is its commitment to its employees and the community. With an average employee age of 55 and many staff members who have worked at the shop for decades, On Cheong values the experience and knowledge of older workers.
NUS Business School alumnus Ho Nai Chuen, the second-generation leader and managing director, once said, “Age is not an issue as long as our employees are healthy and keen to work.” This philosophy has fostered a culture of respect and appreciation for long-serving staff. The average tenure of an On Cheong employee is 21 years, with some, like Mr. Cheo, having dedicated almost 30 years to the company.
The unique atmosphere fostered by the experienced and friendly staff attracted NUS Business School’s Associate Professor Audrey Chia’s interest during a visit to the shop. Intrigued by the warmth of the workplace, Audrey, who is from the Department of Management & Organisation, conducted a year-long case study.
Recently, her findings were published in the Academy of Management’s Human Resources Casebook, shedding light on On Cheong’s work practices and culture. “For me, the staff personify the dignity of work and personhood, even at an advanced age. All of them were well-groomed, polite, and professional, and some seemed younger than they were. This was a refreshing experience which I did not expect from a traditional jeweller,” Audrey observed.
Service Culture and Community Engagement
Audrey also discovered that On Cheong’s service culture was deeply influenced by the legacy of Nai Chuen’s late mother, Mdm Leung Chew Fun, who emphasised the importance of excellent customer service and genuine care. The decision not to pay sales commissions was deliberate, aiming to reduce unhealthy competition among employees and to promote collaboration and prosocial behaviour.
“Workers become satisfied when given the chance to learn new skills or moving to preferred job functions. Satisfied employees tend to be engaged and inspired to go the extra mile for customers, thus reinforcing On Cheong’s philosophy,” said Audrey.
On Cheong’s dedication to employee well-being is also reflected in the company’s training programmes. All employees attend more than 16 hours of job-related skills training each year, supplemented by eight hours of personal development training in areas such as personal grooming, business etiquette, and mindfulness. This commitment to lifelong learning ensures that staff are not only skilled but also motivated and engaged.
One standout example is Operations Manager Mr. Lee Chim Sam, who rose through the ranks at On Cheong since joining in the 1990s. He credits the company’s training programmes for his development, both personally and professionally.
On Cheong’s approach has cultivated a loyal customer base. Regular patrons range from young adults to elderly customers, some of whom have been visiting the jewellery outlets for decades. The jeweller’s commitment to the community also extends beyond its doors. The company collaborates with local NGOs on social initiatives and sources treats for customers from neighbouring bakeries. This neighbourly spirit is part of what makes On Cheong a cherished part of Chinatown.
Looking Towards the Future
Building on its rich heritage and current success, Nai Chuen contemplates the future of On Cheong, While he has recently hired new young and experienced talent, they need to be aligned with On Cheong’s ethos and values.
Regarding customers, On Cheong has widened its offerings to suit a younger demographic who prefers unique and modern designs. However, the jeweller hasn’t forgotten its loyal customers who appreciate traditional gold jewellery.
Under Nai Chuen’s strategic planning, the company has incorporated modern elements into traditional Chinese designs. This approach not only satisfies customers seeking unique and meaningful pieces but also ensures the company’s relevance in a competitive and fast-evolving industry. It has effectively expanded On Cheong’s appeal without sacrificing its core identity.
After almost nine decades, On Cheong Jewellery has not only survived but thrived, blending tradition with modernity and maintaining a steadfast commitment to its employees and community. This unique approach ensures that On Cheong remains a shining jewel in Singapore’s heritage, ready to sparkle for generations to come.