Our Story

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.


Seen In Media

Vulcan Post: https://vulcanpost.com/622368/jeoel-jewellery-gemstone-malaysia-affordable/
BFM: https://www.bfm.my/podcast/night-shift/style-file/style-file-episode-322-giving-millennials-the-bling-for-their-buck  
The Star: https://www.thestar.com.my/business/smebiz/2018/02/26/a-new-jewel-in-the-crown