Our Story

Our Story: Crafting Love, Building Trust

eClarity’s journey has been one of passion, expertise, and unwavering commitment to delivering the finest bespoke jewellery. Founded by Amanda Koo in 2005, a GIA-trained gemologist with a background in Computer Science from NUS and a Master's in Psychology Counselling from Monash University, eClarity quickly became a trusted name for engagement rings, wedding bands, and fine jewellery that speaks to life's most meaningful moments.

2005: Foundation of a Vision

eClarity was officially established in New York, combining Amanda’s gemological expertise with her vision for a jewellery brand that blends cutting-edge technology with masterful craftsmanship. With a background in Computer Science and a passion for diamonds, Amanda set out to revolutionize the jewellery shopping experience.

2007: Building Trust and Credibility with UOB

eClarity’s commitment to customer care began early when it partnered with UOB to offer exclusive promotions and benefits to couples. This partnership marked the brand’s rise in popularity, with growing attention on forums like Hardware Zone, where customers shared their positive experiences. eClarity’s personalized service and quality designs set it apart from other jewellers, building a loyal customer base.

2009: Launch of Champagne Gold and Black Gold Collections

eClarity introduced the groundbreaking Champagne Gold and Black Gold collections, offering bold and modern alternatives to traditional jewellery designs. This move solidified eClarity as a trendsetter in the industry, capturing the attention of those seeking unique, high-quality pieces that stood out from the crowd.

2010: Pioneering Educational Seminars for Couples

eClarity's first educational seminars were launched in 2010, designed to empower customers with the knowledge needed to make confident decisions about their jewellery. These seminars became an essential resource for couples, further establishing eClarity as a trusted advisor in the jewellery industry.

2013: Awarded Young Entrepreneur Award and Top SME Award

In 2013, Amanda received the prestigious Young Entrepreneur Award, recognizing her leadership and vision in transforming the jewellery landscape. The same year, eClarity was honored with the Top 10 SME Award in Singapore, cementing its position as a leader in both quality and customer service. eClarity was also voted the Number 1 Jewellery Brand by SingaporeBrides for three consecutive years.

2015: Recognized for Excellence in Craftsmanship and Service

eClarity’s dedication to excellence was celebrated with multiple industry accolades in 2015. The brand continued to be recognized for its exceptional craftsmanship, personalized service, and innovation in the jewellery market, further enhancing its reputation as a trusted and reliable brand for couples and families.

2020: Revolutionizing Customer Experience with Online Webinars

As the world embraced digital solutions, eClarity led the way by hosting its first online diamond webinars in 2020. These educational sessions became a key resource for customers, providing real-time, expert advice on diamonds and jewellery, allowing eClarity to stay connected with its global audience, even during the pandemic.

2025: Launch of "Love Me" Bangle Collection

In 2025, eClarity will introduce the “Love Me” bangle collection, featuring stunning pink and blue diamonds—reminding customers that love should be celebrated not only between others, but also for oneself. This collection will be a tribute to self-love, empowering customers to embrace confidence and elegance.

A Family Legacy of Craftsmanship

Amanda's connection to the jewellery industry is deeply rooted in her family's history. Her grandfather, Mr. Koh Kui Wah, founded Wah Chan in Malaysia in 1955, one of the country’s largest and most respected jewellery brands. With over 55 outlets, Wah Chan’s legacy continues to inspire eClarity, blending time-honoured traditions with modern innovation.

The Future: A Commitment to Innovation and Trust

As eClarity, BA.SG, and The Sample Line continue to innovate, the brand will remain committed to delivering high-quality, bespoke jewellery that celebrates love and life's milestones. With plans to expand internationally, eClarity will continue to set new standards of craftsmanship, customer care, and trust.