SMU alumna Pamela Seow and Assistant General Manager of Poh Heng Jewellery is the granddaughter of the brand's founder Chng Tok Ngam. She was doing corporate marketing in an international bank for two years after her graduation in 2005, when her uncle approached her to reconsider joining the family business. She came on board in 2007 as an Assistant Marketing Manager, gradually taking over product merchandising and facilities management. It has been a slow but steady revamp for the 73-year-old brand, which Pamela acknowledges used to be "more conservative".