Goldfinch Jewelry is a gold jewellery company established in 1997 by founder CH Khoo. The company was initially named SHS Goldsmith but in 2015 CM Khoo (second generation), took over and formed a new brand called Goldfinch Jewelry. The company’s Mission is "To be the No. 1 jewellery brand in the market" and its Vision is “Think of jewellery, think of Goldfinch”. Goldfinch Jewelry has over 50 branches throughout Malaysia up to Q4 of 2023 and targeting to open another 30 stores by 2024.

“I took over the business in 2011 and opened the 1st jewellery shop in a small town named Kepala Batas, Penang. I learned the skills from the basics and tried to manage some marketing at the retail shop. In 2015, we managed to open our 1st branch in Kedah and created an online team. We started to promote via social media, and we succeeded in gaining the trust of customers. After a few years of hard work, we were able to expand throughout Malaysia with branches by 2023 and gained more than 600K fans on our social platform.”

Goldfinch Jewelry’s products are focussed mainly on the middle-range market and is affordable to most customers. The company also has organised promotions such as “buy now, pay later” and wedding packages with complimentary free travel, free photo shoots and free spas. Goldfinch Jewelry hopes to widen its market through new marketing concepts.