About Us

Fion Chee Background

Founder

Fion Chee, born in 1989, brings over 12 years of hands-on experience in the goldsmith industry. She played a pivotal role as General Manager in her previous company, leading it to win the prestigious SME100 Awards in 2022

Coming from a family with a rich legacy in goldsmithing since the 1950s, Fion grew up surrounded by the art of jewellery-making. With this deep-rooted knowledge and passion, she developed a strong understanding of both the craft and the evolving needs of modern consumers.

In 2016, driven by her vision, Fion founded her first company – Lovell Sixteen – with just RM5,000 in capital. She noticed a growing gap in the market: as gold prices continued to rise, many individuals from the B40 income group struggled to afford quality gold jewellery such as bracelets and necklaces.

Lovell Sixteen was born with a clear mission — to design minimalist, elegant, and most importantly, affordable gold jewellery. Fion believes that gold should not only be a luxury but also a smart and accessible asset for everyone. Each piece from Lovell Sixteen is thoughtfully designed to allow customers to wear beauty with value, turning jewellery into wearable investments.

Today, under her leadership, Kin Jewellery has grown to achieve over RM2 million in monthly business volume, continuing her mission to bring gold closer to the everyday lives of Malaysians.

Victor Background

Managing Director

Victor, born in 1983, began his career in the branding and creative industry in 2002. With over two decades of experience, he has worked with numerous renowned brands across Asia, helping them grow through strategic marketing and impactful branding.

In 2014, he made a significant mark by helping a major Hong Kong insurance company achieve a 30% sales increase within just three months — a testament to his expertise in brand positioning and consumer engagement.

As the founder of several successful media companies, Victor has always been at the forefront of creative innovation. In 2022, he joined Kin Jewellery as the Branding and Marketing Director, bringing his wealth of experience to elevate the brand’s visibility, storytelling, and digital presence.

With Victor on board, Kin Jewellery continues to strengthen its brand identity and connect more deeply with modern consumers through compelling branding strategies and impactful campaigns.

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The Beauty Feminine Jewellery

Driven by our passion for jewellery making, we value quality craftmanship and customer’s satisfaction above all else.

Kin Jewelry Background

Kin Jewelry is know as Lovell Sixteen before, its founded by Fion Chee by 2016 and we change name to Kin Jewelry by 2022 after victor is join in.

In very beginning Fion Chee found out Penang Malaysia is one of the place having the most gold factory export gold Jewellery to worldwide market such as Singapore ,Brunei and Dubai , but all export design is not selling to local market due to selling to others country is more profitable compare to local market, therefore seldom company selling this very special design in Malaysia market, normal Malaysia market is having basic design items only, so Fion is start to planning how to convince those factory help to produce all this exported design for our local market too, but we need a large amount order to do so , it will cost her too much of capital ,after Fion negotiate with few factory lovell sixteen finally able to order those export design but with quite high prices therefore need to mix with some silver jewellery to survive company. In the same time Fion need to work while already start a business , she cant focus is Lovell Sixteen., due to lack of fund, she cant quit the job focus in own business only.

Until year 2022 victor join in , Kin Jewelry start to focus is gold jewellery market only and both of them quit their job fully manage Kin Jewellery. Kin Jewelry more focus in light design because we wish everyone able to buy most new and fashion design gold jewellery with available price, we wish everyone can have fashion and elegant jewellery accessories and in the same time its good to keep for value compare to others material jewellery. Kin Jewellery Goal is not create a low cost jewellery but we want to create a quality jewellery can wearing by noble but selling to everyone with affordable prices.

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