About JEOEL, JEOEL Jewellery
About Us

JEOEL is more than jewelry. It is not someone's dream to create just another business. It is not about making fast profits. It is about creating an attainable lifestyle.

Joy can be for everyone.
The young lady in her first job.
The prudent entrepreneur.
The hardworking wife and mother.
The blushing young man looking for the perfect expression of love.

JEOEL looks like fine jewelry without the fine jewelry price tag. We believe everyone deserves to enjoy small luxuries, not just the privileged.

Our Purpose

JEOEL (pronounced Jewel) is Jiayueh’s heartfelt passion to make luxury accessible. Coming from a family whose heritage is in goldsmithing and fine jewelry retailing close to 40 years, jewelry is in her DNA. 

She embarked on this journey to bring joy with beautiful quality, affordable jewelry to the fashion driven yet discerning audience. 

JEOEL lives to help people enjoy luxuries affordably because everyone should have a piece of joy for every moment worth celebrating.

Our Aesthetics

Wearable, everyday pieces leaning towards the whimsical to bring out that inner child in you. Life has its ups and downs, JEOEL aims to bring youthful kindred energy, reminding us to smile and celebrate life.

JEOEL Jewellery, Quality made Affordable Jewellery, Jewellery Malaysia Brand 

Our Difference

Lustrous finish: Our jewels are made in 925 sterling silver, and plated with Rhodium (a component of white gold) to prevent tarnishing, giving our jewellery a polished, shiny finish.

Real diamonds & gems: We have signature collections that focus on using diamonds and natural gemstones (such as Sapphire, Ruby, Emerald, Tanzanite etc.) under RM500 (SGD 200).

Quality: JEOEL products are loved by regular customers for its smart and whimsical designs, quality, value for money and excellent customer service.


About Founder

Hi JEOEL Angels! Growing up in a fine jewelry business family, as a child, I got to play with pretty gemstones at trading offices where precious gems were bought. I’ve seen first hand how natural gems were carefully selected and crafted into fantastical pieces people would love.

Having graduated as a journalist/writer, I was not interested in the family trade until a serendipitous life changing work experience in a custom jewelry boutique in Australia. I got hooked on the fulfillment of designing and delivering new products to customers. The joy on each customer’s face was pure sunshine to me and if I could always make people happy like that, I would never stop trying.

So I became a certified gemologist and landed an apprenticeship with a gemstone sourcing company in Bangkok. Eventually, I found my way back home to create JEOEL. I am grateful to everyone who has been part of this crazy journey with me and I thank you for your support, love and patience. It has been challenging but your happy reviews inspire the JEOEL family to improve every day. If you see me, come say hi! I would love to style you pretty!


Jiayueh (IG: onthewriteside)

Find Us

If you'd like to experience our items in person, visit our physical stores at these locations.

Our Milestones


2014: Launched brand online
2015: Opened our first physical store in 1Utama Shopping Centre – providing a chance for customers to experience our jewels in person
2016: Opened stores in Sunway Pyramid and Sunway Velocity Mall
2017: Relaunched e-store
2018: Opened stores in MyTOWN Shopping Centre.