“Women of the Diamond Industry” focuses on the issue of gender equality along the entire diamond and jewelry supply chain. The series provides a platform for women in the industry to tell their own stories and describe the particular challenges they have faced in their careers.
The 20th article in the series is authored by Ng Yi Jia, a member of the third-generation of Malaysia’s Tomei gold, diamond and jewelry group.
NOT WAITING FOR PERMISSION
‘I loved diamonds, but I knew the industry was traditional, and most decision-makers were men,’ writes Ng Yi Jia. ‘I feared being seen as “just the daughter. But then I thought about the women in my family — especially my mother and aunts — who had carved their own roles despite the odds.’
APRIL 23, 2025
My family’s story in the industry began long before I was born. It was in a small workshop in the heart of Kuala Lumpur, where my grandfather, Tan Sri Datuk Dr Ng Teck Fong, first entered the world of gold, not diamonds.
He never set out to build an empire. He joined the gold and diamond jewellery trade simply to help his older brother. But once the business found its footing, my grandfather, a man who was ambitious and independent, decided to forge his own path. With only four employees and RM5,000 in capital, he founded Tomei in 1968.
In its early days, Tomei focused on subcontracting goldsmithing work. But my grandfather’s vision reached far beyond that. By 1970, he had ventured into wholesale, and in 1973, he took the bold step of opening the first Tomei retail store in Kuala Lumpur’s Malaysia’s first shopping mall, the Campbell Shopping Complex. This was a revolutionary move at a time, for then most local goldsmiths operated out of shophouses. However, he believed that jewelry deserved to be more in the spotlight.
The road wasn’t always smooth. But through years of grit and determination, Tomei expanded rapidly, and grew to become the family legacy.
The author’s late grandfather, Tan Sri Datuk Dr. Ng Teck Fong, serving customers at Tomei first jewelry store, at the Campbell Shopping Complex in Kuala Lumpur.
Carrying the family dream forward
When my father and his siblings returned home after studying abroad, they brought fresh ideas, energy, and a shared commitment to carrying the family’s dream forward.
Their collective efforts culminated in a major milestone – the successful listing of the group’s shares on the Bursa Malaysia in 2006.
My father, who along his tenacious personality had a gift for building relationships, was possessed with a clear vision for the future. He helped shape Tomei’s next chapter.
My mother, while often a quiet force behind the scenes, had one of the sharpest eyes for diamonds. She completed her GIA certification in California and poured herself into the jewelry profession upon returning. I remember sitting beside her, barely tall enough to reach the counter, as she examined each stone with quiet focus. That was the first time I held a loupe. I often found her perfecting her design sketches long after everyone else had gone to bed, her hands moving with precision, perfecting each curve, clasp, and setting.
My childhood was spent surrounded by diamonds—not just the stones, but the stories about them and the craftsmanship. The business was always a part of my world. I followed my grandfather and father to meetings, watched my mother inspect diamonds, and absorbed the quiet wisdom passed down through generations.
The author’s mother, Datin Choong Chow Mooi, a GIA-trained gemologist and a quiet force behind the scenes.
Though born into the business, I never expected to join it. I chose a different path, studying accounting and finance in London — a practical, stable and respected pursuit.
While gaining experience at BDO Malaysia and United Overseas Bank in Singapore, I worked in auditing and corporate finance, reviewing financials and conducting in-depth analysis. Though I comfortable in these lines of work, I didn’t feel connected to them. I craved something creative, something personal. I wanted to build, to craft, to tell stories.
So, I made a change and moved to New York to pursue a master’s degree in integrated marketing at NYU. It was there that I found a place where creativity met strategy — finally, something that matched who I was.
But then, the COVID pandemic hit, and my father asked me to join the family business.
Women who carved their own roles
At first I hesitated. I loved diamonds, but I knew the industry was traditional, and most decision-makers were men. I feared being seen as “just the daughter.”
But then I thought about the women in my family — especially my mother and aunts — who had carved their own roles despite the odds.
My mother led with quiet strength. She never raised her voice, but people listened when she spoke. I recall her crouching beside a craftsman to discuss a ring setting. She was creative and sharp, always refining collections with a discerning eye. She taught me to embrace originality, but to always make sure the design tells a story.
My eldest aunt, meticulous and determined, led the manufacturing side of the business. It was under her leadership that the company had successfully been listed on Bursa Malaysia. She could see both the big picture and the smallest details — an invaluable approach that shaped our operations.
My youngest aunt, gentle yet resolute, spent her time overseeing De Beers Malaysia, for which Tomei was the franchise holder. I remember visiting her once at the store. She took time to ensure every customer felt like family. Her ability to blend grace with business acumen was unmatched, creating an atmosphere where the clients felt cared for. Her leadership was felt by everyone around her.
These women didn’t wait for permission. They led with strength, deep knowledge, and grace. Watching them, I realized I didn’t need to be loud to be heard — I just had to be sure of my voice.
The author speaking at the opening of one of Tomei’s Goldheart stores.
Immersing myself in the industry
New at Tomei, I first ventured into the online business. There I built a strong team, which focused on creating engaging content and strategic bundled promotions. Countless hours of live selling paid off, and we saw significant growth in online jewellery sales.
From there, I took on a broader role overseeing marketing and the holistic direction of the business. Delivering a top-notch customer experience became a core priority—we wanted every customer to feel confident and valued throughout their entire journey.
As I became more immersed in the industry, I began to notice a shift. The demand for natural diamonds was gradually declining. Younger consumers weren’t just searching for beautiful jewelry—they were seeking meaning, quality, and transparency. We knew we had to evolve to meet their changing expectations.
Education became essential. Our “Perfect 8 Hearts, 8 Arrows” diamonds, cut to ideal standards, deliver exceptional brilliance. But without education, customers couldn’t appreciate what made them special. I focused on helping people understand why cut matters more than carat weight and why a natural diamond—formed over billions of years—has a unique story and value that lab-grown diamonds can’t replicate.
To meet the needs of this new generation, I launched digital campaigns that simplified diamond knowledge and worked on creating a seamless online and in-store experience. Whether shopping from their phones or visiting in person, customers received the same trust, expertise, and service.
The author, her mother and her father, flanking Her Majesty, the Queen of Selangor (second from right), at the opening of Le Lumière’s second flagship store.
Ethical sourcing, sustainability and human rights
In 2023, we proudly opened our second flagship store for our Le Lumière label. As our premium natural diamond brand, Le Lumière represents the pinnacle of craftsmanship, brilliance and meaning.
The opening ceremony was officiated by Her Majesty, the Queen of Selangor, and it marked a significant milestone in our journey to offer elevated, emotionally resonant jewelry experiences to a new generation of discerning customers.
Today, under Tomei Group, we have three brands and 60 retail stores. Our clients today are value-driven, discerning and increasingly aware of the stories behind their purchases. They care deeply about craftsmanship, sustainability and authenticity. They expect transparency and want to know where their diamonds come from, how they’re sourced, and why they matter.
Joining the World Diamond Council was a natural step. It aligns with our commitment to ethical sourcing, sustainability, and human rights.
We work with trusted suppliers who follow the Kimberley Process, ensuring our diamonds are conflict-free and ethically sourced. We make this information accessible to our customers. Today’s consumers — especially younger ones — want to feel good about their purchases, knowing their jewellery is sustainable and ethical.
It hasn’t always been easy. I still face challenges from those who prefer the old ways or doubt my leadership. But I’ve learned to let results speak for themselves. By focusing on quality, education, and transparency, I’ve proven that our business is more than just tradition.
I didn’t just join the family business—I’m shaping its future. I’m building on the strong foundation my family created, while adapting to a new generation of customers. Through this process, I’ve found my own role in the industry.
For young women entering this business, my advice is simple — don’t wait for permission. Lead with confidence, trust your voice, and be open to learning. Surround yourself with people who inspire you, but also stand firm in your decisions.
It won’t always be easy, but with patience and resilience you’ll carve your own path.