DATO’ CHOON YEE SEIONG
MR CHEONG TECK CHONG
MR CHOON YEE BIN
DATIN HON WEE FONG
MADAM CHOON NEE SIEW
DATO’ ESTHER TAN CHOON HWA
DATIN AMY OOI SWEE LIAN
ROHAIZA BINTI TAN SRI MOHAMED BASIR
BOARD COMMITTEE MEMBERSHIP
OTHER NON-LISTED DIRECTORSHIPS
MEMBERSHIPS
AWARDS
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 47 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 Choon Ee Ling and Ms Choon Ee Teng are also shareholders.
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.
BOARD COMMITTEE MEMBERSHIP
OTHER NON-LISTED DIRECTORSHIPS
Mr Cheong Teck Chong is an industry veteran with more than 55 years in the gold jewellery business. He was a co-founder 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 Cheong Siew Loi @ Chong Kim Looi is a shareholder of the Company, and his daughter Ms Cheong Poh See is also a shareholder.
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.
Mr Choon Yee Bin brings in-depth knowledge and extensive gold industry experience to the Board. He started his career as a “Goldsmith” with Poh Kong Jewellery Manufacturer Sdn Bhd (formerly known as Precious Jewellery (PJ New Town) Sdn Bhd) in 1984. A year later he was promoted to Production Supervisor and then to Assistant Managing Director in 1991.
In 1994, he set up the entire wholesale department to provide a wide range of products to all retail outlets under the umbrella of the Poh Kong Group. He made significant improvements to the techniques used in the production of gold ornaments and the setting of precious/semi-precious stones. He was also responsible for the Production, Marketing and Human Resource Departments. He holds directorships in other companies within the Group.
His spouse Madam Wong Lai Meng is a shareholder of the Company. His siblings, Dato’ Choon Yee Seiong, Madam Choon Nee Siew, Dato’ Choon Yoke Ying, Encik Mohd Annuar Choon Bin Abdullah, Madam Choon Wan Joo and Madam Choon Ching Yih are shareholders. His brothers-in-law Mr Siow Der Ming, Mr Chang Kwong Him and sister-in-law Datin Hon Wee Fong are also shareholders.
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.
OTHER NON-LISTED DIRECTORSHIPS
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 sisterin-law of Madam Choon Nee Siew, Dato’ Choon Yoke Ying, Madam Choon Wan Joo, Choon Ching Yih, and brother in-law 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 Choon Ee Ling and Ms Choon Ee Teng are also 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
OTHER NON-LISTED DIRECTORSHIPS
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 sister-in-law Datin Hon Wee Fong are also shareholders. Her daughter Ms Cheong Poh See is a shareholder.
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
OTHER LISTED DIRECTORSHIPS
MK Land Holdings BerhadMEMBERSHIPS
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 is also 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 also 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 33 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
OTHER NON-LISTED DIRECTORSHIPS
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, whereby 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 and is currently a Non -Executive Independent Director of China Construction Bank (Malaysia) 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.
BOARD COMMITTEE MEMBERSHIP
OTHER LISTED DIRECTORSHIPS
OTHER NON-LISTED DIRECTORSHIPS
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 (1990 - 1992) and Mssrs Allen & Gledhill (1992 - 1994). She is currently the Senior Equity Partner of Mssrs Azwar & Associates.
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.