Meet the family behind Amee Philips, one of Malaysia’s most successful jewellery brands from Penang

Starting a successful business is a major feat, but as many entrepreneurs know, the enduring legacy of a company often hinges on its transition to the hands of the next generation.

Thankfully for Amee Philips, 64, she can count on two of her children who have joined the family business – daughter Gina Philips, 28, and son Richard Philips, 31. Together with her British husband Drew, 63, the family run the eponymous jewellery brand she founded in 2002.

Amee first fell in love with gemstones while living in Europe in the early 1980s. While in Germany, she visited the gemstone town of Idar-Oberstein, renowned for its rich natural gemstone deposits and gem-cutting techniques. She began sending gems back to her mother in her hometown of Penang, and soon discovered a burgeoning demand from enthusiasts in Malaysia. Not long after, Amee returned home to start a gemstone wholesaling business and soon, she began designing her own pieces.

“I believe that everyone deserves a nice piece of gemstone, and we are here to help our customers find the best. With the finest gemstones, we design jewellery. I believe a piece of jewellery only shines when someone wears it,” shared Amee on her brand's philosophy.

A FAMILY AFFAIR

Amee’s husband Drew, who has a background in engineering, ultimately joined her in growing the business. Drew was essential in helping the company build a state-of-the-art workshop, where all its jewellery is crafted. He also handles the accounts. There are currently three Amee Philips boutiques in Malaysia – two in Penang and one in Kuala Lumpur. It recently opened one in Singapore.

The brand made its mark on the jewellery industry by coming up with the V-Clip, a patented, award-winning innovation that offers versatility in jewellery styling. The V-Clip allows wearers to fully interchange their jewellery, such as transforming earrings transform into pendants. This innovation lies at the heart of the multi-way Amee Collection.

“I like freedom. When we were designing jewellery, we heard feedback from women that their jewellery felt fixed in one design. I wanted to create something that allows women to change up their jewellery to suit different occasions or outfits. Of course, there are now lots of copies of our V-Clip, but when there are copies, it means you have a good product,” said Amee.

Gina and Richard, two of Amee and Drew’s four children, have also joined the business. While they each wear many different hats, Gina takes care of creative direction, branding and marketing. She also manages the Singapore boutique. Richard is a certified gemologist who handpicks gems with his mother. He has also taken over his father in overseeing the workshop. "When I started the workshop, it was state-of-the-art for its time. But the industry has changed so Richard has taken over [to advance it further]," Drew explained.

“Our family ethics are woven into the craft of the brand, while each of us is like a different gem that adds a unique colour to all that we offer,” Gina said. “This allows us to combine traditional techniques with modern innovations and looks, so that we can continue to create pieces that are timeless yet contemporary.”

“When we were young, we followed our parents to the office. There were packets and packets of gems lying around and we would play with them, sort them. From a young age, we already learned how they identify stones,” shared Richard on his memories growing up with the business.

“One of my earliest memories was sitting on my mum’s lap while she was playing with stones. I don’t think I can remember a time in my life where I wasn’t exposed to gemstones,” added Gina.

Thus, it was only natural for both Gina and Richard to join the business. “I forced them,” Amee said with a laugh. “No, I have four children. My eldest and youngest children are doing their own things. One day they might join us, we don’t know,” Amee continued, adding that ultimately, it is her children's choice to be involved in the business.

A STORY IN EVERY COLLECTION

Every piece of jewellery designed by Amee Philips tells a story. “When we wear a piece of jewellery, we want to connect with the piece. When the piece tells a story, you become more connected to it,” Amee mused.

One of the brand’s signature collections, Forget Me Not, is adorned with five heart-shaped petals to symbolise everlasting love. One of its newer releases, the Rebel collection, “has a beautiful story about embracing who you are”, added Gina. The collection features a ring, pendant and bangle that can be customised with one’s initials. “The initials are a reminder to be authentically you,” said Gina.

As the next generation, Gina infuses a more contemporary vibe to the creative direction and image of the brand. “I take a lot of pride in knowing that we are current,” she said. “Everything is cohesive – we have the younger, trendier stuff but we also have the really timeless, elegant pieces.”

Aside from fine jewellery, the brand also has its own high jewellery line. It has a collection of some of the world’s most sought-after gems, which includes the Brazilian Alexandrite that changes from a lush green shade in the day to a rich red by night. Other stones include the rare Brazilian Paraiba Tourmaline, as well as investment-worthy grades of Colombian emeralds, Burmese rubies and Sri Lankan sapphires. Its boutiques also offer a bespoke service for custom designs.

While Amee Philips has established a strong presence in Malaysia, it is not resting on its laurels. In May, the brand celebrated a significant milestone with the opening of its inaugural overseas boutique in Singapore, located in the iconic Fullerton Hotel. The decision to establish a boutique in this prestigious hotel has been a longstanding aspiration for Amee. "I'm drawn to its rich heritage, the exquisite ambience, and the inherent luxury of the building. It aligns perfectly with our identity as a luxury brand."

Gina harbours ambitious plans for the brand, although she’s cautious about divulging them fully. Some of her aspirations include expanding into the US and the Middle East. While the brand has dressed Malaysian celebrities – it recently styled actress Afifah Nasir for her wedding – she also hopes to dress Hollywood celebrities. “I always say shoot for the stars and if you hit the moon, it’s not too bad!” Drew quipped.

Both parents give their children freedom to explore different ways to run the business. As Amee explained: “everyone has different ideas. We take their input and then we make the business better.”

“One thing that many family businesses struggle with is when the different generations clash. But for us, we find a way to make it work rather than have two distinct ideas. My mum is very receptive to learning more about what’s in trend, or what the younger generation likes,” added Gina.  

THE ROAD AHEAD

Reflecting on Amee’s influence in both their business and personal lives, Gina and Richard regard their mother as their role model. “I admire her passion, her drive and her gem knowledge,” said Gina. “She has a phoenix-like spirt,” added Richard, acknowledging Amee’s resilience and tenacity.

Indeed, the success of the brand today can be attributed to Amee’s unwavering passion. “I read something on Instagram that said, if you do something for 20 minutes every day, you’re going to be better than 95 per cent of the world’s population. In the early days of the business up till now, Amee looks at gemstones every hour of every day. I go to sleep and she’s looking at gemstones, I wake up and she’s looking at gemstones. Her expertise has made her one of Asia’s top coloured gemstone experts, not from formal training but by having a passion and interest,” Drew divulged.

“My mum started from zero, and to build the brand into what it is today, it is very important that we can take it to the next level,” said Richard, as Amee chimed in, “There are still many levels to go”.

“I would love to see the brand become so big that we see people wearing Amee Philips on the street,” added Gina. “And when they think of gemstones, they think of Amee Philips,” Amee continued.

Ultimately, Amee counts herself lucky to have her husband and children on board the journey. “There are companies that have closed down because none of their children were interested in running the business. Both of my children are capable, and they are passionate. That takes a lot of my worries away. They want to bring Amee Philips to the next level, and I believe that they can,” she said.