Gen Z, Millennial Appetite for Gold Bling Bubbling Despite Soaring Gold Prices

For Poh Heng, the revamps have been many.

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Says its executive director Eunice Lim: "In the last 25 years, we've changed our logo, tagline and shopfronts, and introduced new sub-brands."

The palette at its ubiquitous mall shops has in the last two years gone from dark to a comfortable beige. Bigger entrances make for a more open, friendly feel.

Like On Cheong, the look and feel of its products, powered by design, is ever the core. Poh Heng got a head start, launching a contemporary line in 2006.

Called ORO22, the 22K gold line is rendered in a "moonlight glow" - champagne-like and softer than traditional yellow. The shade appeals to young women, says Ms Lim.

Trend watching is essential, she adds. Poh Heng's designs have become lighter, sleeker and "more stackable" to suit younger buyers who prefer to layer their bling.

The retailer must be getting something right.

Sales to customers aged 25 to 35 have not taken a hit from the global gold jewellery slump, says Ms Lim. "It is older customers who take a wait and see attitude. Younger people are buying for everyday wear, they still buy what they can afford."

Typically, this means pieces from $800 to $2,000.

But as a heritage brand, it must walk the tightrope between modernity and history or risk throwing the baby out with the bathwater. Poh Heng marketing head Ezekiel Chin says: "A key part of our essence is credibility, the genuine quality of our gold, our quality control and service. It's trust we have built up over decades.