Family Medal Business Inspires Launch of Unique Jewellery Brand

Clare Leong has successfully transitioned from her family’s long-established medal-making business to create a unique jewellery brand, Moss & Lupine. Founded in 1968, Eng Leong Medallic Industries (ELM) is renowned for producing medals and decorations for government and military institutions, including the Singapore Armed Forces. Despite the company’s success, Leong felt compelled to explore a new creative avenue, prompting her to launch Moss & Lupine in 2021.

From Medals to Jewellery

With over 50 years of experience in precision metalwork, ELM operates primarily in a business-to-business environment. Leong noted that many people are unaware of the company’s existence. She envisioned a way to leverage ELM’s expertise to reach a broader audience. “I started to imagine what it would look like if ELM were to be in a retail, consumer environment,” she explained. Recognising the company’s strength in enamelling, she decided to create a jewellery line specifically for women, aiming to break the traditional masculine image associated with medal-making.

Moss & Lupine offers handcrafted demi-fine jewellery made from nickel-free 925 sterling silver, elegantly finished with 18K gold or rhodium plating. The brand’s signature enamelling technique, which has been perfected over decades at ELM, involves fusing powdered glass onto a metal surface, resulting in a smooth, durable finish.

Leong’s journey into entrepreneurship was not without challenges. Initially, there was some resistance from within the family business. Despite being in her early 50s, Leong felt a need to innovate. “At this age, most people would want to slow down. But there’s just something in me that wanted to do a little bit more,” she said.

Nature-Inspired Designs

Leong draws significant inspiration from nature, which influences Moss & Lupine’s designs. “When I travel, I like taking long walks through forests or gardens. That’s where I see, experience, and feel,” she shared. The jewellery collections are characterized by floral and botanical elements, such as calla lilies and plumerias.

The brand’s early offerings were bold, exemplified by the Olivia & Odelia collection featuring a chrysanthemum flower against an enamelled guilloche base. As customer preferences evolved, so too did the designs. The Anelise collection introduced more delicate motifs, while subsequent collections incorporated pearls and white sapphires, showcasing an emphasis on form and silhouette.

Moss & Lupine began as an online store and gained traction through participation in local events like the Boutiques Fair. This allowed potential customers to experience the jewellery first-hand. Early sales largely came from friends and family, but the first purchase from a stranger felt like a significant milestone for Leong, affirming her vision.

Currently, Moss & Lupine operates a pop-up space at River’s Edge Abode in Clarke Quay, showcasing the brand alongside other local enterprises. Leong acknowledged feeling “very old” among the younger founders but found inspiration in their passion and energy.

Moss & Lupine’s price range varies from S$79 (approximately US$62) for earrings to S$579 for more intricate pieces. Leong emphasises that her jewellery represents more than mere decoration; it embodies personal and emotional significance.

The brand primarily attracts women aged 20 to 50, who appreciate the stories behind the designs. Each collection is named after women, reflecting Moss & Lupine’s commitment to celebrating feminine strength. Leong aims for her jewellery to instill confidence, stating, “As women, we play multiple roles. Sometimes we don’t realise the strength in our own characters.”

In 2023, Moss & Lupine collaborated with Fashion for Cancer to create a collection inspired by the Camellia flower, symbolizing strength and resilience—qualities that resonate deeply with cancer survivors.

Looking ahead, Leong envisions expanding Moss & Lupine beyond Singapore while ensuring a solid foundation in the local market first. “I want Moss & Lupine to be well-recognised and trusted here first,” she said. “If it’s good enough for Singapore, it will be good enough for the world. It will take time, but it’s something I truly look forward to.”

Through her innovative approach, Clare Leong not only continues her family legacy but also carves out a distinct identity for Moss & Lupine in the competitive jewellery market.