DATO’ CHOON YEE SEIONG
MR CHEONG TECK CHONG
MADAM CHOON NEE SIEW
DATIN HON WEE FONG
MADAM CHOON WAN JOO
DATO’ ESTHER TAN CHOON HWA
DATIN AMY OOI SWEE LIAN
ROHAIZA BINTI TAN SRI MOHAMED BASIR
BOARD COMMITTEE MEMBERSHIP
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OTHER NON-LISTED DIRECTORSHIPS
MEMBERSHIPS
In 1976, the 22-year-old Dato’ Choon Yee Seiong started a modest jewellery business in Petaling Jaya, Poh Kong Jewellers Sdn Bhd (PKJ). Over the last 49 years Dato Choon has been primarily responsible for transforming this small enterprise into the largest jewellery retail chain store in Malaysia. He has done this with scrupulous integrity and deep honesty, and in the process gained the respect of his long and loyal customers, his staff and the industry.
By fully deploying his entrepreneurial strength and experience he created a jewellery brand that is recognised for the broad span of its products and services and its ability to stay contemporary and relevant. Dato Choon has pursued with passion the evolution of Poh Kong from a SUCCESSFUL entity to a SIGNIFICANT corporation on the Malaysian business landscape.
His incisive strategies, broad scope marketing and management policies continue to keep Poh Kong in the corporate spotlight. Dato’ Choon is primarily responsible for charting the Group’s overall direction. He ensured that Poh Kong successfully secured sole distributorship for world-renowned international jewellery brands including the Disney Collection, Luca Carati and Moraglione diamonds and coloured gems jewellery from Italy, and the exclusive Hemera diamond brand. But this tells only part of the story of Dato Choon’s ability to take a local operation and make it global in outlook and impact.
The many awards and accolades he has received over the years bear witness to his visionary leadership. Dato’ Choon was Founder President of the Malaysian Retail Chain Association (MRCA) in 1992. He strongly believes that by building strength in numbers members could expand and enhance their business through networking, education, training and pooling of resources and expertise.
He is also past president of the Goldsmith and Jewellers Association in the country. His involvement in associations and industry organisations reflects his belief that in order for a business to succeed you must grow the community. Therefore, Dato Choon has continued to rally the jewellery business community to come together to provide opportunities to meet, engage with peers and share similar challenges and identify opportunities for growth and progress.
He is the spouse of Datin Hon Wee Fong who is also a PKHB Executive Director. His siblings Madam Choon Nee Siew, Dato’ Choon Yoke Ying, Encik Mohd Annuar Choon Bin Abdullah, Madam Choon Wan Joo, Mr Choon Yee Bin and Madam Choon Ching Yih are shareholders of the Company. His brothers-in-law Mr Siow Der Ming and Mr Chang Kwong Him, and his son Mr Choon King Han and daughters, Ms Elizabeth Choon Ee Ling and Ms Choon Ee Teng are also shareholders.
Except as disclosed, he has no conflict of interest with the Company. He has not been convicted for any offences other than traffic offences (if any) within the past five (5) years nor received any public sanction or penalty imposed by the relevant regulatory bodies during the financial period.
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Mr Cheong Teck Chong is an industry veteran with more than 55 years in the gold jewellery business. He was a cofounder of PKJ in 1976.
He began his career at Lian Sin Pawnshop in 1967 and rose to the rank of General Manager. He was a Partner of Lian Yik Goldsmith from 1972 until 1980. In 1982, he was appointed Managing Director of PKJ (SS2) Sdn Bhd, Petaling Jaya. Mr Cheong assists in the growth, development and expansion of the Group.
He also sits as a Director of other companies within the Group.
He is the spouse of Madam Pang Cheow Moi. His sibling Madam Chong Siew Loi @ Chong Kim Looi is a shareholder of the Company, and his daughter Ms Cheong Poh See, who is the Manager of Poh Kong Wholesale Sdn Bhd, is also a shareholder. His son, Mr. Cheong Chee Kong is an executive director and a 25% investor in a company with an issued and paid-up capital of RM100.00 only and whose principal activity of the Company is the manufacture of making silver jewellery.
Except as mentioned above, he has no conflict of interest with the Company. He has not been convicted for any offences, other than traffic offences (if any) within the past five (5) years nor received any public sanction or penalty imposed by the relevant regulatory bodies during the financial period.
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Madam Choon Nee Siew brings more than 40 years of experience in the jewellery industry to the Board and has contributed extensively to the Group’s growth and development.
She began her career in 1972 as a Sales Representative in Lian Yik Jewellery. In 1980, she joined PKJ as a Sales Manager. Two years later, she was appointed Director of PKJ (SS2) Sdn Bhd and in 1991 was promoted to Managing Director of PKJ (Subang Parade) Sdn Bhd.
She oversees the daily retail operations and development of the Group. She is a Member of Executive Committee of PKHB and holds directorships of several other companies within the Group.
Her siblings Dato’ Choon Yee Seiong, Dato’ Choon Yoke Ying, Encik Mohd Annuar Choon Bin Abdullah, Madam Choon Wan Joo, Mr Choon Yee Bin and Madam Choon Ching Yih are shareholders of the Company. Her brothers-in-law Mr Siow Der Ming and Mr Chang Kwong Him, and sisterin-law Datin Hon Wee Fong are also shareholders. Her daughter Ms Cheong Poh See is a shareholder. Her son, Mr. Cheong Chee Kong is an executive director and a 25% investor in a company with an issued and paid-up capital of RM100.00 only and whose principal activity of the Company is the manufacture of making silver jewellery.
Except as mentioned above, she has no conflict of interest with the Company. She has not been convicted for any offences, other than traffic offences (if any) within the past five (5) years nor received any public sanction or penalty imposed by the relevant regulatory bodies during the financial period.
BOARD COMMITTEE MEMBERSHIP
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During more than 40 years in the jewellery business, Datin Hon has built up deep industry understanding and proven financial management experience. She joined Poh Kong Jewellers in 1980 as a partner and was appointed Finance Director of Poh Kong Jewellers Sdn Bhd in 1993. She is known for her financial stewardship, being primarily responsible for treasury, finance and administrative matters of the Company.
Datin Hon is a Director of other companies within the Group. She is also a substantial shareholder and a Director of Choon Yee Seiong Sdn Bhd, an investment holding company.
She is the spouse of Dato’ Choon Yee Seiong and the sister-in-law of Madam Choon Nee Siew, Dato’ Choon Yoke Ying, Madam Choon Wan Joo, Choon Ching Yih, Encik Annuar Choon Bin Abdullah, Mr Choon Yee Bin, Mr Siow Der Ming and Mr Chang Kwong Him, who are shareholders. Her son Mr Choon King Han and daughters, Ms Elizabeth Choon Ee Ling and Ms Choon Ee Teng are also shareholders of the Company.
Except as disclosed, she has no conflict of interest with the Company. She has not been convicted for any offences, other than traffic offences (if any) within the past five (5) years nor received any public sanction or penalty imposed by the relevant regulatory bodies during the financial period.
BOARD COMMITTEE MEMBERSHIP
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Madam Choon Wan Joo previously served as Executive Director of PKHB from 2008 to 2011 and from 2016 to 2018.
She has been the Managing Director of Poh Kong Jewellery Manufacturer Sdn Bhd (PKJM) since 1991, overseeing the company’s daily operations and decision making policies.
Madam Choon Wan Joo began her career in the gold jewellery industry in 1980 when she joined Precious Jewellery Sdn Bhd (Precious) as a retail Sales Representative. In 1981, she was promoted to Production Supervisor cum Designer and remained with the company until 1990. She set up the manufacturing plant and successfully steered its growth into a fully operational facility with a workforce strength of about 140.
She participates in trade exhibitions to keep abreast of the latest trends in product design and development and advanced manufacturing technologies. She oversees production, quality control, manufacturing techniques, marketing, design and administration. Her responsibilities also cover human resources, accounts and finance functions of the manufacturing facility. Madam Choon also heads the Group's research and development team and provides support in new product development and enhancing the manufacturing capabilities of the Group.
She is a Director of several other companies within the Group.
She is the spouse of Mr Siow Der Ming and her siblings Dato' Choon Yee Seiong, Madam Choon Nee Siew, Dato’ Choon Yoke Ying, Encik Mohd Annuar Choon Bin Abdullah, Mr Choon Yee Bin and Madam Choon Ching Yih are shareholders of the Company. Her brother-in-law Mr Chang Kwong Him and sister-in-law Datin Hon Wee Fong are also shareholders.
Except as disclosed, she has no conflict of interest with the Company. She has not been convicted for any offences, other than traffic offences (if any) within the past five (5) years nor received any public sanction or penalty imposed by the relevant regulatory bodies during the financial period.
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Cyberjaya Education Group BerhadOTHER NON-LISTED DIRECTORSHIPS
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Dato’ Esther Tan Choon Hwa has more than 40 years of experience in audit. She began her career as an auditor in the UK, first with Grant Thornton and later with Kingston Smith before returning to Malaysia. She established her accounting and advisory practice in 1984. Following a merger in 1996, her practice became known as GEP Associates (GEP). GEP is a member firm of AGN International headquartered in the UK, with 465 offices worldwide. In 2021, she retired from the audit practice of GEP Associates.
In 2008 and 2009, Dato’ Esther became AGN International’s first lady Chairperson. She retired as a Board member of AGN International - Asia Pacific in 2022.
She was an auditor of several companies, multinationals and SMEs and was engaged in a wide range of industries including manufacturing, retailing, construction and property development. This has equipped her with an in-depth knowledge of the requirements of regulatory bodies, as well as compliance matters for Public Listed Companies. As Reporting Accountant, she has conducted due diligence and fund-raising exercises for several clients. She was previously the auditor of several Public Listed Companies.
She was an auditor of several companies, multinationals and SMEs and was engaged in a wide range of industries including manufacturing, retailing, construction and property development. This has equipped her with an in-depth knowledge of the requirements of regulatory bodies, as well as compliance matters for Public Listed Companies. As Reporting Accountant, she has conducted due diligence and fund-raising exercises for several clients. She was previously the auditor of several Public Listed Companies.
She is still a Tax Director of GEP Tax Services Sdn Bhd, GEP Consulting Sdn Bhd and Perangsang Images Sdn Bhd.
In 2006, Dato’ Esther Tan was named “The Woman Entrepreneur of the Year” (Finance) by the National Association of Women Entrepreneurs Malaysia.
Esther is a Past Assistant Governor of Rotary District 3300 and has been a Past President twice, the latest being the Rotary Club of Pantai Valley. She has been a Rotarian for 35 years serving the non-government charity organisation.
She does not have any conflict of interest with the Company nor has she any family relationship with any of the Directors and/or major shareholders of the Company.
She has not been convicted for any offences, other than traffic offences (if any) within the past five (5) years nor received any public sanction or penalty imposed by the relevant regulatory bodies during the financial period.
BOARD COMMITTEE MEMBERSHIP
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Datin Amy Ooi has over 40 years’ experience in the banking industry. She began her career at Maybank, Kuala Lumpur, in 1983 as an Account Executive in the Lending Division. Three years later she was appointed Credit Manager, dealing with the full range of financial products. In 1986, she went overseas to work with Lloyds Bank as Credit Analyst for three months, following which she was appointed Credit Administrator at Indover Asia Ltd (a wholesale bank which is 50% owned by the Central Bank of Indonesia and PT Astra Indonesia) and later became Deputy Manager, responsible for relationship management to large corporates in Indonesia, Singapore and Vietnam.
In October 1994, Datin Amy joined RHB Bank as a Manager to assist in RHB (L) Liabilities management. She became Department Head in 1995, responsible for multinational and Taiwanese corporates. Subsequently, she was promoted to be the Deputy Corporate Banking Head. Thereafter, she was the Executive Vice President and Head of Group Business Banking and Transaction Banking. Her strategic leadership brought about high SME loan growth and vast improvements in trade finance and cash management.
She has sat on several of RHB Bank’s committees such as Group Management, Asset & Liability, Group Credit, Group Credit Risk and Group Digital Technology. She was also Director of RHB Leasing Berhad and RHB Trade Services (HK) Ltd.
She was previously a Non-Executive Independent Director of Alliance Investment Berhad. Presently she is also a Non-Executive Independent Director of China Construction Bank (Malaysia) Berhad and Pan Merchant Berhad.
She does not have any conflict of interest with the Company nor has she any family relationship with any of the Directors and/or major shareholders of the Company.
She has not been convicted for any offences, other than traffic offences (if any) within the past five (5) years nor received any public sanction or penalty imposed by the relevant regulatory bodies during the financial period.
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Puan Rohaiza binti Tan Sri Mohamed Basir was appointed to the Board of Poh Kong Holdings Berhad on 2 June 2023 as an Independent Non-Executive Director.
She was called to the Malaysian Bar in 1991 after graduating with a Bachelor of Laws (LLB) Honours degree from University of Malaya in 1990.
She served as a Legal Associate with Messrs Rashid & Lee from 1990 to 1992 and with Messrs Allen & Gledhill from 1992 to 1994. She was previously the Senior Equity Partner of Messrs Azwar & Associates up till March 2025.
She does not have any conflict of interest with the Company nor has she any family relationship with any of the Directors and/or major shareholders of the Company.
She has not been convicted for any offences, other than traffic offences (if any) within the past five (5) years nor received any public sanction or penalty imposed by the relevant regulatory bodies during the financial period.