Jadeite.golds.diamonds is a premier Singapore-based fine jewellery brand that has mastered the art of creating timeless, modern pieces for everyday wear. Boasting a 5.0-star rating from over hundreds of reviews and consecutive recognition as a Specialist Award Winner, the brand has spent almost a decade building a reputation for excellence, integrity, and exceptional craftsmanship in the luxury jewellery space.

The foundation of Golds and Jades was built on a desire to make fine jewellery more approachable and highly personal. The founders recognised a gap in the market:

• Customers desired meaningful

• Lasting pieces but often lacked access to a transparent

• Guided purchasing process.

Starting as a small, client-focused operation almost a decade ago, the brand grew primarily through word-of-mouth and a loyal base of returning customers. The journey began with a strong emphasis on custom bespoke designs, eventually expanding into curated collections based on what their clients loved most. Today, the brand is driven by the motivation of being part of their clients’ most meaningful moments, from personal milestones to sentimental gifts.

Golds and Jades specialises in high-end, handcrafted jewellery utilising premium, ethically sourced materials. Their private showroom allows clients to view pieces in person, try on jewellery, and consult on bespoke designs.

Their core offerings include:

• Premium Materials: 18K Solid Gold (Yellow, White, and Rose), ethically sourced diamonds and certified Type A Natural Jadeite.

• Luxury Accents: Tahitian pearls, Mother-of-Pearl, and various fine gemstones.

• Ready-to-Wear Collections: Signature designs such as Clover, T-Wire, Honeycomb, Serpenti, and Hardware pieces, ranging from S$1,100 to S$25,000.

• Customisation Services: Personalised bracelets, necklaces, rings, and earrings, with best-sellers including minimal diamond staples, classic bangles, and custom engagement designs.

Selling high-value fine jewellery online presents a unique set of challenges, primarily centred around building consumer trust. Golds and Jades overcame this by focusing intensely on transparency, clear communication, and consistent customer service. Buyers are protected via Carousell, pricing is highly transparent, and all jadeite pieces are accompanied by authenticity certificates.

When deciding to expand their digital footprint over eight years ago, the brand strategically chose Carousell to reach a wider audience that values convenience and accessibility. The transition proved to be a pivotal business decision, leading to a tenfold increase in business growth.

“Carousell is widely used in Singapore and has a strong community of buyers who are open to discovering new brands. It felt like a natural platform for us to showcase our pieces and engage directly with potential clients.”

The platform’s direct messaging feature became a crucial tool for the brand. It allowed them to engage in real, personal conversations, answer intricate questions, and seamlessly guide clients through the purchase journey. This direct interaction not only drove sales but also refined the brand’s approach, making them more attentive to details and focused on creating a reassuring experience from the first enquiry to dedicated after-sales support.

Drawing from their expansive growth and success, the team behind Golds and Jades emphasises that good products must be paired with exceptional service. Their primary advice for new online businesses is to be consistent and focus on building trust. Clear communication and reliable service create a lasting difference, and taking the time to truly understand customer needs is the key to refining any business offering.

As the brand approaches its next decade in business, the focus remains on scaling while maintaining the personalised touch that defined their early success. Carousell will continue to serve as a vital touchpoint for discovering first-time clients and transitioning them into long-term patrons.

Reflecting on their goals for the next one to three years, the brand’s trajectory is set on expansion and market presence.