Singaporebrides | Essentials

November 2021

From Bespoke Wedding Bands, to Pink Diamond Engagement Rings: How this Female Entreprenuer Expanded Wedding Jewellery Choices for Singaporean Couples

eClarity was born when Amanda Koo had a dream of making diamond jewellery available to customers online.

Armed with a post-degree GIA gemologist diploma and a passion for modern jewellery, Amanda Koo founded eClarity with a vision to bring diamond jewellery online. The online retail jewellery site was launched in 2005, complemented by a brick-and-mortar store in Shaw Centre, where couples could try on wedding bands and receive professional guidance on selecting their diamonds.

Coming a long way from its humble beginnings, today eClarity is one of Singapore’s largest online diamond jewellers, known for their large, real-time database of diamonds, range of jewellery designs, and competitive prices. Besides the convenience of shopping online, eClarity also offers customers personalised consultations and customised bridal jewellery.

Revolutionising the experience of buying a diamond has always been founder Amanda’s vision for eClarity. Born and raised in a family of jewellers, Amanda grew up watching her grandfather and father raise the Wah Chan jewellery empire in Malaysia and internationally. Although the older generations found her dream of selling diamonds online naive, Amanda attained a degree in computer science and her GIA gemologist certification, and worked hard towards her vision.

Drawing connections and insight from her entrepreneurial heritage and applying her academic knowledge, Amanda launched eClarity as the country’s first online diamond store with a real-time diamond database. The early years were a struggle, with Amanda running the show single-handedly, from website design to marketing to accounting. “Even my own proposal ring, wedding bands, brail jewellery were samples displayed in my counter,” she shares.

All of her hard work and sacrifice paid off. Business started pouring in when friends and their referrals saw the sincerity with which Amanda crafted their beautiful jewellery. “The moment when I had to ask customers to schedule appointments so that we could avoid overcrowded hours, I knew the business was successful,” she says. “It was at the same time that I had to expand my production team and my office space.”

The humble venture has grown into a multi-award-winning brand with multi-millions in inventory. eClarity now offers couples a complete wedding jewellery shopping experience both online and in-store. Their beautiful jewellery store in Orchard presents a dazzling array of jewellery, with over 500 wedding bands designs to choose from in a range of customisable metals and finishes. One of the largest diamond databases in the region, eClarity houses over 20,000 GIA-certified diamonds in their warehouse for you to select the ideal gem.

If you’re looking to customise an engagement ring, Amanda and her team will work with you to create the perfect design to suit your other half’s personality and style, advising you on the selection of diamonds or gemstones, metals, setting, and craftsmanship. Couples also love designing their wedding bands together with the professional eClarity team, who guide them on each step of crafting the perfect rings to represent their story together, as well as to symbolise their love for a lifetime.

At each appointment, the team prioritises getting to know the couple. “eClarity is all about the expression of love in jewellery, so it’s very important for us to get to know the groom-to-be or the soon-to-be-wed couple better in order to craft a ring of love for them,” Amanda stresses. Couples also learn all about diamond selection from the GIA gemologist, as she shares her decades of experience with them.

“They get to learn about the 4Cs of a diamond and how to prioritise them, and the broadness and the six different finishings of a wedding band,” shares Amanda. “After that, we’ll talk about ring settings and how to choose one based on their personality, style and functionality of the ring, whether it is for sophisticated events only or daily wear.” Using advanced technology as well as the traditional techniques of the jewellery art, the skilled craftsmen at eClarity then carefully make each ring by hand.

Happy customers such as Jonathan Tan love how the eClarity team works with them to create their dream bridal jewellery within their budget. “I bought our engagement ring from eClarity after a recommendation from a friend, says Jonathan. “Right after that, we bought EVERYTHING we needed for the wedding from them because eClarity provided for really all of our wedding jewellery needs. My mother-in-law was impressed, my mom was impressed, we were all impressed by Amanda and her team’s keen eye regarding our needs. It was really as if we were Amanda’s family. No hard selling! It was really about our needs and she catered to our budgets as well!”

Constantly inspired by her customers, Amanda hasn’t stopped crafting orders as perfectly as she can since eClarity’s beginning in 2004. “Every experience with a customer is an inspiration,” the founder says. “At eClarity, we treasure our customer’s joy the most. We are so thankful to be blessed to have met all our wonderful couples and grooms looking for a ring to propose. Thank you for choosing and recommending eClarity, thank you for growing with eClarity for the past 10 years, and we hope to serve you for the many more 10 years to come.”

eClarity is located at 391B Orchard Road, #21-05A Ngee Ann City Tower B, Singapore 238874. Reach them at +65 9833 1220 or [email protected], or browse their designs at

Credits: Images courtesy of eClarity

All content from this article, including images, cannot be reproduced without credits or written permission from SingaporeBrides.

Follow us on Facebook, Instagram, and Telegram for the latest article and promotion updates!