Risis Celebrates 50 Years by Pivoting From Traditional Souvenirs to Global Fashion Jewelry Under CEO Verene Ng

Risis marks its 50th anniversary by transforming from a souvenir shop to a global fashion icon. CEO Verene Ng discusses the brand's new younger audience.

By: AXL Media

Published: Apr 2, 2026, 6:00 AM EDT

Source: The information in this article was sourced from CNA

A Half Century of Immortalizing the Singaporean National Flower

The story of Risis began with a scientific breakthrough in the 1970s when Dr Lee Kum Tatt, chairman of the Singapore Institute of Standards and Industrial Research, sought to make orchids last forever. By 1976, the brand had successfully launched its first gold plated orchid brooch at Tangs department store, establishing a unique niche in the luxury market. The proprietary process involves selecting flawless blooms and encasing them in layers of copper and 24K gold, ensuring that every piece of jewelry remains a one of a kind natural artifact. Five decades later, the brand is leveraging this heritage of meticulous craftsmanship to transition from a tourist keepsake into a sophisticated fashion label.

Strategic Pivot During Global Lockdown Reshapes Brand Identity

When Verene Ng took the helm as CEO in early 2020, the company faced an immediate crisis as the pandemic halted the tourism sector that accounted for the bulk of its sales. This period of stagnation served as a catalyst for a deep strategic review, forcing the brand to evolve or risk obsolescence. Ng recognized that Risis needed to move beyond its reputation as a dated souvenir label and instead become a brand that locals and international customers would choose for their own personal style. Through a comprehensive rebranding effort, the company began focusing on contemporary aesthetics, introducing edgier designs and versatile pieces that resonate with a modern audience.

Capturing the Attention of a New Generation of Jewelry Consumers

The brand’s modernization efforts have successfully shifted its primary customer demographic toward the 25 to 44 age range. By utilizing platforms like TikTok, Risis has even begun engaging with consumers as young as 18, building brand awareness long before they reach their peak spending years. The product line has expanded to include gender fluid options, with an increasing number of men purchasing signature slider necklaces and lapel pins. By positioning itself as an accessible luxury brand with entry level pieces starting at approximately S$150, Risis is tapping into a market of consumers who value trust, longevity, and the unique story of an established heritage name.