Mission & Vision

Mission & Vision



To be the leading heritage jeweller synonymous with distinctive value and excellent relationships with customers across generations.



To build a premier jewellery brand by:

  • Striving to continuously improve all areas of business
  • Ensuring product variety, quality and design to bring out the unique charisma of each customer
  • Equipping our staff to adapt to the ever-changing retail landscape
  • Keeping styles beyond times and fashion trends


To strengthen customer relationships by:

  • Delivering the On Cheong Experience
  • Understanding their needs and meeting their expectations
  • Providing sincere, reliable and personalized service


To establish long-lasting cohesive relationships with our staff by:

  • Offering a conducive and satisfying working environment
  • Creating challenging opportunities for lifelong learning and skills upgrading


    Core Values:


    Provide customers with a great sense of confidence in On Cheong through your knowledge and professionalism in sharing and guiding customers on products and product care.


    Exude a sense of friendliness, appear approachable to customers; look out to meet their specific needs and speak and listen to them attentively so that they feel at ease and comfortable throughout the browsing and selection process.


    Exhibit joy and fervour; display high initiative to meet and exceed expectation; serve despite whether customers would make purchase; make customers feel special and compelled to return to On Cheong for future purchases.

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