About Us
My grandfather opened Beauty Jewels in the 1960s. My father ran Sincere Jewels after him. I grew up in their workshops — watching how stones were sourced, how a setting should hold, what separates a ring built properly from one that merely looks the part.
When I started Diamond Ateliers in 2019, I had one problem I wanted to solve: why does buying an engagement ring in Singapore still feel like being sold something?
The way we work is different. You come in, we talk — about her, about your budget, about what this ring needs to say. We design it from scratch. You see a full 3D render before we touch a gram of metal. We tell you what matters and what doesn't. We say no to shortcuts, even when clients wouldn't notice them. Our studio is at The Centrepoint, Orchard Road, and over 80 rings leave here every month. Every single one is the only one of its kind.
Our Philosophy, in Plain English
The best way to understand Diamond Ateliers is to read how we talk about our own work. These six pieces are written by the team — not for search engines.
Beauty Jewels, People's Park Centre
My grandfather opened the first store at People's Park Centre in the 1960s. Fine gold jewellery. The five Siah brothers behind the counter, side by side. At its peak they had grown it to four outlets across Singapore.
I never knew that era firsthand — only through photographs and what my father told me. But the habits it instilled in the family never left: stones should be sourced properly, craft should never be rushed, and the person buying deserves to understand exactly what they're getting.
That's the version of "family jeweller" I grew up with.
Sincere Jewels — and a Different Education
My father's chapter was about scale. Sincere Jewels took the family beyond Singapore — trade shows, international buyers, jewellery exhibitions across Asia.
I grew up in and around all of it. Not as the boss's kid, but as someone watching how things actually worked: the sourcing, the craftsmen, the relationship between what a piece costs to make and what it sells for in a retail setting.
That gap never left my mind.
Diamond Ateliers — Starting from a Living Room
I was in consulting when I started Diamond Ateliers. The first showroom was a corner of my home. Appointment-only. No signage. Word of mouth.
What I'd seen growing up told me there was a better way: cut out the markup, design every ring from scratch, and be genuinely honest with clients about what matters and what doesn't. The response was faster than I expected.
We outgrew the living room. Moved into a coworking studio. Kept building.
Spaces Co-Working — 50 Square Feet
Three years in, I made the call. I rented 50 square feet at Spaces, left Salesforce, and went all in.
Fifty square feet sounds small because it was. But the work coming out of that room wasn't. We kept growing, kept designing, and the business that started as a side project became the only thing I was doing.
The Centrepoint — Something Permanent
Opening at The Centrepoint, Orchard Road felt like the moment everything connected.
My grandfather sold gold at People's Park. My father shipped jewellery to the world. I built Diamond Ateliers from a living room to a 50 sq ft desk to 80+ rings a month. Now there's a proper home for it — a space designed around how we actually work, not how a traditional jewellery store is supposed to look.
The family started in fine jewellery over sixty years ago. This is what it's become.
Our family has been in fine jewellery manufacturing since the 1960s. Every ring we make carries that heritage.
No catalogues. No shortcuts. Every commission begins as a conversation and ends as something built for one person.
We render your ring in 3D before a single piece of metal is touched. You approve every detail before production begins.
Lifetime warranty on manufacturing and small stones. Annual cleaning. Resizing. We stay with you long after collection.
Explore Our Work
Every piece we make falls into one of four categories. Each has its own process, its own guides, and its own story.