Risis: How a Singaporean Icon Polished Its Heritage for a New Global Dawn
In the heart of Singapore, a nation known for its meteoric rise from a small port to a global metropolis, a brand was born from a unique fusion of nature, science, and artistry. For decades, Risis was synonymous with one iconic image: a real orchid, its delicate beauty frozen in time and immortalized in a shimmering coat of 24K gold. It was the quintessential Singaporean souvenir, a precious keepsake for tourists and a formal gift for dignitaries. But as tastes evolved and the world changed, the brand found itself at a crossroads, its legacy at risk of becoming a relic.
This is the story of how Risis, under new, visionary leadership, transformed a moment of crisis into a catalyst for reinvention. It’s a tale of rediscovering its soul, not by abandoning its heritage, but by weaving it into a new narrative—one that speaks to a modern, global audience. This is how Risis is refashioning itself from a beloved souvenir brand into an accessible luxury powerhouse, striking gold by targeting a new generation with fresh designs and a formidable online presence.
A Legacy Forged in Gold: The Birth of a Singaporean Icon
The story of Risis begins not in a jeweller’s workshop, but in a science laboratory. In 1976, a team of dedicated Singaporean scientists at the Singapore Institute of Standards and Industrial Research (SISIR) achieved a remarkable breakthrough. They developed a proprietary method to encapsulate a real, living orchid in a layer of copper, followed by nickel and finally, pure 24K gold. This dual-technology process was a marvel of engineering, preserving the flower’s unique shape, delicate veins, and natural texture forever. The ephemeral beauty of the orchid was made eternal.
The name “Risis” itself is a clever tribute to its origins—the name of the institute, “SISIR,” spelled backward. The gold-plated orchids were an instant sensation. They captured the spirit of Singapore: innovative, rooted in nature, and aspiring to a golden standard of excellence. Tourists flocked to buy them, and they became the go-to corporate gift, a symbol of Singaporean ingenuity presented to the world. For years, this was the brand’s unshakeable identity.
The Silence of a Pandemic: A Crisis and a Catalyst for Change
Decades passed. In 2000, Risis was acquired by the BP de Silva Group, a venerable local jewellery house, which continued its successful business model. But the world was about to change dramatically. When the COVID-19 pandemic swept across the globe in 2020, international travel ground to a halt. The vibrant hum of Changi Airport fell silent. The tourists vanished. For Risis, a brand heavily reliant on travellers and corporate gifting, the impact was catastrophic. Sales in these key segments plummeted by an astonishing 80 percent, plunging the heritage company deep into the red. It was an existential crisis.
It was into this challenging environment that Verene Ng stepped in as Chief Executive Officer, moving from a sister company within the BP de Silva Group. She saw beyond the grim balance sheets. She saw a brand with a powerful, authentic story that had simply lost its voice in the modern marketplace. Ng knew that survival required more than just weathering the storm; it demanded a fundamental re-engineering of the company’s core.
Her strategy was multifaceted and bold. It involved consolidating physical stores to streamline operations, meticulously managing inventory, and, most crucially, making a “big gamble” on digital transformation.
A Daring Digital Pivot
While a brick-and-mortar retail presence would remain a pillar of the brand, Ng recognized that the future was online. The brand’s survival, and its future growth, depended on its ability to build a robust digital ecosystem. She spearheaded a massive push to ramp up e-commerce, backed by a sophisticated social media marketing strategy. The goal was not just to sell products online but to craft and share the brand’s narrative on a global stage.
The gamble paid off spectacularly. E-commerce revenue more than doubled compared to pre-pandemic levels, pulling the company back into profitability. The response was not just local; it was global. The US market, in particular, proved incredibly receptive, with online sales rocketing by 121 percent last year alone. “Global expansion-wise, the key driver will have to be e-commerce,” Ng asserts, confirming the company is doubling down on its digital marketing efforts to amplify its voice even further.
Redefining Heritage: Crafting Jewellery for a New Generation
Solving the sales crisis was only half the battle. Ng faced another, more nuanced challenge: Risis’s brand perception. To many, especially younger Singaporeans, the gold-plated orchid jewellery was seen as “dated”—something their mothers or grandmothers would wear. It was respected, but not desired.
Ng knew that to connect with a new audience, heritage couldn’t be a museum piece; it had to be made relevant and alive. As part of a major rebranding initiative, she fostered collaborations with contemporary fashion designers. The mission was to find the perfect alchemy between Singapore’s rich cultural heritage and the evolving tastes of modern consumers.
The Story in Every Piece: From Peranakan Delicacies to Modern Heirlooms
The design philosophy shifted from mere representation to storytelling. Every new piece was imbued with a narrative, a whisper of Singapore’s history and culture. A stunning example is the Sweet Nyonya collection. It draws inspiration from kueh kapit, the delicate, crispy folded wafers also known as “love letters,” which are central to Peranakan celebrations. The intricate patterns of the traditional moulds are translated into elegant, modern jewellery, allowing the wearer to carry a piece of this unique Straits-born culture with them.
This focus on design innovation and storytelling has successfully shifted the brand’s demographics. Today, customers aged 25 to 35 are Risis’s largest and fastest-growing segment, followed closely by the 35-to-45 age group. Together, they now represent over 60 percent of the customer base. These are consumers who value authenticity and craftsmanship but demand versatility. They want pieces that are meaningful yet wearable, from dainty, everyday earrings inspired by Nyonya floral motifs to show-stopping pearl necklaces featuring preserved orchids that can be styled in multiple ways.
“Although I think we have really done quite well, there’s still room for improvement,” Ng candidly admits. “To really transform the old perception of the brand, as a souvenir brand, to a luxury yet accessible jewellery brand.”
Planting a Global Garden: Risis’s Ambitious Overseas Expansion
With a successful turnaround and a revitalized brand identity at home, Risis has set its sights firmly on the world. The name has been trademarked in 37 countries, a clear signal of its global ambitions.
The initial foray into the US market was a testament to the brand’s inherent appeal. Risis was already receiving organic orders from American customers before a single targeted marketing dollar was spent. This prompted an official launch in the second half of last year, supported by collaborations with US-based content creators on Instagram who could share the brand’s story authentically. The success has created a ripple effect, with unsolicited orders now flowing in from European countries like the UK and Germany.
China is another frontier. Recognizing the market’s immense potential, Risis engaged a local distributor in December to build its presence on Xiaohongshu, the influential Chinese social media and e-commerce platform.
Translating Culture: The Challenge of Telling Singapore’s Story Abroad
Expanding overseas comes with its own set of challenges, particularly in conveying the rich, layered stories behind the designs. How do you explain the cultural significance of Peranakan heritage—a unique fusion of Chinese and Malay/Indonesian cultures—to a customer in Ohio or Berlin?
“We need to tell the story in ways more relatable in their own lingo, and maybe design pieces that resonate with the locals there,” Ng explains. This process of adaptation is a delicate dance between maintaining cultural authenticity and achieving universal appeal. To navigate this, Risis is implementing an integrated customer relationship management (CRM) system to gain a deeper understanding of customer profiles across different geographies, creating a seamless omnichannel experience that tracks buying habits both online and in-store.
Beyond the Jewellery Box: The Vision for a Lifestyle of Craftsmanship
Verene Ng’s vision for Risis extends far beyond jewellery. She aspires to build a comprehensive lifestyle brand that celebrates craftsmanship in all its forms. “I look up to Tiffany as the brand that I want ourselves to aspire to,” she says. “Because Tiffany does it so tastefully that it can house its home and lifestyle section, and its jewellery business together in the same boutique.”
This ambition is already taking shape. Risis’s corporate offerings, which include bespoke creations and engraving services, contribute a healthy 20 percent to the company’s revenue. A notable example is the stunning, custom-designed necklaces created for the winners of the HSBC Women’s World Championship golf tournament.
The goal is to seamlessly integrate lifestyle products—from elegant home décor to artfully crafted chopsticks—into the retail experience. Ng wants Risis to be a brand that tells compelling stories through every object it creates, transforming everyday items into cherished pieces of art.
Navigating the Future: Strategy, Challenges, and the Road Ahead
The path forward is one of strategic, measured growth. Besides strengthening its foothold in the West and laying the groundwork in China, Ng is eyeing Southeast Asia, particularly Thailand and Indonesia, as the next key region for expansion. Talks are already underway with potential partners in Thailand to explore both manufacturing and distribution possibilities.
However, Ng is pragmatic about the hurdles. Scaling up manufacturing for Risis’s highly specialized products involves a “steep learning curve,” and navigating cross-border regulations is “not straightforward.” As a small and medium-sized enterprise (SME), Risis must deploy its resources strategically. “The challenge we have as a local SME is limited resources,” she notes.
This requires a sharp focus on intelligent inventory management, especially with the price of gold at a record high. The brand often releases limited-edition collections as a way to test the market’s appetite. “If they do well, we will launch more,” Ng says. This approach allows Risis to manage costs and control its exposure effectively.
The final key to global expansion is amplifying the brand’s story in creative and impactful ways. With an eye on the future, Ng is excited about a trip to Paris for a product showcase, where she hopes to connect with potential franchising partners and marketing agencies. “I hope that growing the brand in France can take the brand to the next level,” she muses, “and to really change the perception that the orchid is a bit dated.”
From a lab in Singapore to the global stage, Risis’s journey is a powerful lesson in evolution. By honouring its past while bravely embracing the future, this Singaporean icon has not only survived a crisis but has blossomed anew, ready to share its unique story of heritage, innovation, and timeless beauty with the world.
