Eng Leong Medallic Industries
Eng Leong Medallic Industries Pte Ltd (ELM Medallist & Jeweller) is a privately owned company based in Singapore, specialising in the manufacture of State and Military Order (honour), Decorations and Medals (ODM) and bespoke gifts. The company was founded by Singaporean Chua Kang Leong and his elder sister Chua Tee. Currently housed in its wholly owned manufacturing and corporate office in a 40,000 sq ft (3,700 m2) estate in Yishun, employing over 100 staff, ELM is the only company in Singapore, as of December 2009, which operates its own factory to manufacture ODM and is considered to be the first and only Medallist in Singapore.
History
In 1968, founders Chua Kang Leong and his elder sister Chua Tee started the family-run business by pooling together their entire life savings of S$800. Operating as a family-run business along a small shop along Dunlop Street, the siblings who were both in their twenties, ran the entire production by themselves, from meeting customers, manually etching their plaques, down to delivering their goods. Chua particularly specialised in the design and crafting of the trophies and medals, while ] and his elder sister managed the production and operations. ELM first started manufacturing trophies, plaques, medals and even collar pins when it started business in 1968.
In 1969, as business gradually picked up, the factory moved to Bellilios street, a short distance away from the former site. Over the next six years, business grew remarkably as the company started receiving orders from International military groups from around the world. By 1975, the company saw the need for an expansion of work space to accommodate more employees and moved to no.178 Albert Street. It was a two-storey shophouses centrally located in town.
In the mid 80's, after increasing the workforce to over 40, Eng Leong move to yet another new location in Geylang. It was also during this decade that the company further established its identity as a Medallist and a reputable manufacturer of corporate awards, servicing schools, corporate companies and community clubs.
The year 1999 was yet another milestone for ELM when a new 40,000 square feet office was acquired and is where the current headquarters and production facility operates to date.
ELM credits much of the company’s growth over the past 41 years to Singapore’s geographical advantage with English being the primary medium for industry. ELM also benefitted from the combination of Western technology, education and infrastructure and the competitive cost advantages being located in Asia. These cumulated factors proved invaluable towards the growth of ELM over the years.
Products
The core specialisation and primary business of ELM is in crafting Orders, Decorations and Medals for States and Military groups. Through this business, other opportunities were created to develop various types of communicative gifts. At present, the company has extended their range of products to include bespoke object d'art objet d'art, ceremonial swords, custom commemorative medallions & plaques and ornate presentation cases.
Custom Luxury Gifts are the second most important business for ELM. Having created Bejeweled Luxury Gifts for families of prestige in Asia Pacific opened up more similar business in the Middle East. As of December 2009, the most popular luxury gift is in the form of ceremonial swords adorned with precious gemstones. This gift is most often presented to captains of industries as a symbolic representation of them as valuable leaders in the organisation they serve.
Manufacturing
ELM operates their wholly owned manufacturing facility. This allows full internal control over the production processes including gem setting, plating, die making, etching, laser engraving, casting, and finishing. The company’s in-house product design team contributes to the development of new consumer end products as well as individual custom pieces on requests. As of December 2009, the production processes of ELM are still deeply rooted in a combination of handcrafted specialisation and modern automation.
Stringent Selling Policy
ELM abides by a very strict selling policy, especially with regards to Orders, Decorations and Medals. No full size medals are sold on a retail basis and only in rare circumstances are miniature medals sold to private collectors. This selling policy was created to maintain and preserve the dignity and prestige of all State and Military Orders, Decorations and Medals.
References
- The Straits Times Life!, Saturday 13 September 1997, “Medal making has become a $5m business”, Singapore