Board of Directors


Executive Chairman & Group Managing Director : Dato' Choon Yee Seiong
Executive Director : Mr Cheong Teck Chong
Executive Director : Madam Choon Nee Siew
Executive Director : Mr Choon Yee Bin
Executive Director : Datin Hon Wee Fong
Senior Independent Non-Executive Director : Encik Fazrin Azwar Bin Md Nor
Independent Non-Executive Director : Datin Shirley Yue Shou How
Independent Non-Executive Director : Dato' Esther Tan Choon Hwa

 

Dato’ Choon Yee Seiong
Executive Chairman & Group Managing Director

Dato’ Choon Yee Seiong, age 65 years, a Malaysian, was appointed to the Board of Directors of Poh Kong Holdings Berhad (PKHB) as Executive Chairman and Group Managing Director on 13 January 2004. A visionary and a leader, Dato’ Choon was a co-founder of Poh Kong Jewellers Sdn Bhd (PKJ) in 1976 when at 22 years, he started a modest jewellery store in Petaling Jaya. He has since headed the Poh Kong Group which has evolved into the largest jewellery retail chain store in Malaysia with 94 outlets nationwide. He holds several directorships in the companies within the Group. He is the Chairman of the Executive Committee and also serves as a Member of the Risk Management Committee and Remuneration Committee

Dato’ Choon is responsible for the Group’s overall direction and strategy, marketing and management policies, business expansion and operations. His ability to direct and manage his teams has seen Poh Kong’s expansion in setting up retail stores in almost all major shopping malls in the country to serve their customers better. Under his stewardship, a manufacturing facility in Shah Alam was established in 2001 to produce fine jewellery and gem sets exclusively for Poh Kong stores which cater to the mass market segments of Malaysians from middle income to high net worth individuals. His commitment to run the business with trust, discipline, sincerity, loyalty, prudence and intelligence has been a shining example to his managers and staff consistently. Over the years, he has proven that jewellery retailing is a meticulous hands-on business which requires resilience, focus, hard work, observation, perseverance and a positive mindset to succeed.

He has been a first-mover in the acquisition of brands and companies, the successful development of a portfolio of international and speciality brands, and pioneering retail concept stores. He was mainly responsible in developing sole distributorship for world-renowned international jewellery brands, such as the Disney Collection, Schoeffel luxury pearls from Germany, Luca Carati and Moraglione diamonds and coloured gems jewellery from Italy. In 2013, the exclusive brand Hemera, the world’s most brilliant 101 cut diamond, was successfully launched and in 2018, unveiled D’first Diamond Collection, a unique and affordable range of jewellery.

He has won several domestic acclaim for his outstanding achievements as a leading jeweller. These include the “19 Years At The Top Award” given by Malaysia Tatler in 2008, “Super Star Of The Year 2008” by Malaysia Retailer Chain Association (MRCA) and recognition in the “MRCA Achievers Book 2010” for being one of the outstanding and leading entrepreneurs in the development of the retail chains industry for over two decades. In 2014, he received the award to Poh Kong as one of Malaysia’s Top 10 Retailers in the Asia-Pacific Top 500 retail companies ranking by Retail Asia Publishing and Euromonitor International. Poh Kong has won this award three times from 2014 to 2016.

In 2015, Poh Kong won the gold award in the prestigious Putra Brand Awards in the Apparel and Accessories category, while its in-house brand Anggun won the “Creative ASEAN Jewellery Design Award” for Malaysia. The MRCA honoured Dato’ Choon’s leadership in 2015 by conferring him the “Outstanding Entrepreneur” in the MRCA Crown Awards category at its annual anniversary celebrations and in 2016 the “Visionary Retailer Award,” as well as “Exemplary Top Retailer Award.” He also received the “Special Recognition Award 2016” from AEON Group for his dedication and contribution towards the Group for many years. In 2018, he was credited with double honours in the JNA Awards for “Outstanding Enterprise of the Year” and “Retailer of the Year” in the Asian region for contributions towards the jewellery and gemstone industry. He initiated the Prime Minister Tun Dr Mahathir Mohamad launch of Poh Kong’s “Gold Note of Hope” held at the Yayasan Kepimpinan Negara in Putrajaya in 2018. In 2019, this initiative won a CSR (Corporate Social Responsibility) award for raising RM1 million contributions towards the Government’s fiscal deficit fund. He also received the “MRCA Billion Ringgit Recognition Award” for Poh Kong’s achievement in registering over a billion ringgit in sales turnover for FYE 2018 and FYE 2019 and was conferred the "MRCA Iconic Founder Award" on the association 27th anniversary this year.

Dato’ Choon was Founder President of the MRCA in 1992, that has provided an avenue for retail businesses networking among members to promote the healthy expansion of the retail industry, both locally and internationally. He was also the former president of the goldsmith and jewellers associations in the country.

He is the spouse of Datin Hon Wee Fong who is also a PKHB Executive Director. His sibilings 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.

Mr Cheong Teck Chong,
Executive Director

Mr Cheong Teck Chong, age 70 years, a Malaysian, was appointed to the Board of Directors of PKHB as Executive Director on 13 January 2004.

A veteran in the jewellery industry, he was a co-founder of PKJ in 1976. Mr Cheong began his career in the gold jewellery industry in 1967 and rose to the rank of General Manager in Lian Sin Pawnshop. He became a Partner of Lian Yik Goldsmith in 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 is a Member of the Executive Committee and a Member of the Risk Management Committee of PKHB.

He also sits as a Director of other companies within the Group and is a Director and shareholder of Lian Sin Tang Sdn Bhd, Heng Seng Sdn Bhd and a Director of Pajak Gadai Rakyat Sdn Bhd.

He is the spouse of Madam Pang Cheow Moi. His sibiling Madam Cheong Siew Loi @ Chong Kim Looi is a shareholder of the Company, and his daughter Ms Cheong Poh See is also a shareholder.

Madam Choon Nee Siew
Executive Director

Madam Choon Nee Siew, age 64 years, a Malaysian, was appointed to the Board of Directors of PKHB as Executive Director on 13 January 2004.

She brings with her more than 40 years of experience in the jewellery industry having held several portfolios over the years. She started her career in 1972 as a Sales Representative in Lian Yik Jewellery. In 1980, she left the company to join 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.

Her main responsibilities are in overseeing the daily retail operations and development of the Group. She also holds directorships of several other companies within the Group and with her vast experience in the jewellery retail trade has contributed to the Group’s growth and development. She is a Member of Executive Committee of PKHB.

Her sibilings 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, Mr Chang Kwong Him and sister-in-law Datin Hon Wee Fong are also shareholders. Her daughter Ms Cheong Poh See is a shareholder.

Datin Hon Wee Fong
Executive Director

Datin Hon Wee Fong, age 59 years, a Malaysian, was appointed to the Board of Directors of PKHB as Executive Director on 11 April 2014.

Datin Hon has 39 years experience in the jewellery business and has been actively involved in the financial matters of Poh Kong Jewellers Sdn Bhd. She joined Poh Kong Jewellers in 1980 as a partner before being appointed as Finance Director of Poh Kong Jewellers Sdn Bhd in 1993. Her main responsibilities are primarily in treasury, finance and administrative matters of the Company. She is a Director of other companies within the Group.

She is also a substantial shareholder and a Director of Choon Yee Seiong Sdn Bhd which is 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, Encik Annuar Choon Bin Abdullah, Madam Choon Wan Joo, Mr Choon Yee Bin, Madam Choon Ching Yih, 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.

Mr Choon Yee Bin
Executive Director

Mr Choon Yee Bin, age 51 years, a Malaysian, was appointed to the Board of Directors of PKHB as Executive Director on 15 March 2012. He also holds directorships in other companies within the Group.

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 and a year later, he was promoted to Production Supervisor. With his vast experience and knowledge in the gold industry during 1991, he was appointed as Assistant Managing Director.

In 1994, he set up the entire wholesale department to provide a wide range of products supplied to all retail outlets under the umbrella of Poh Kong Group. He also made significant contributions to the techniques used in the production of gold ornaments and the setting of precious/semiprecious stones. On top of that, Production, Marketing and Human Resource Department were also reporting to him.

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.

Encik Fazrin Azwar Bin Md Nor
Senior Independent Non-Executive Director

Encik Fazrin Azwar Bin Md Nor, age 53 years, a Malaysian, was appointed to the Board of Directors of PKHB as a Non-Independent Non-Executive Director on 13 January 2004. He was later re-designated as an Independent Non-Executive Director in 2005.

He was appointed Senior Independent Non-Executive Director of PKHB in 2019. An advocate and solicitor, Encik Fazrin Azwar was called to the Malaysian BAR in 1991 following his graduation with a Bachelor of Laws (LLB) Honours from University of Malaya in 1990. He is currently the Managing Partner of Messrs Azwar & Associates.

In listed companies, he holds the position of an Independent Non-Executive Chairman in Mercury Industries Berhad. He is also an Independent Non-Executive Director of Tong Herr Resources Berhad and Benalec Holdings Berhad.

He is also a member of the Malaysian Institute of Directors and the Institute of Internal Auditors, Malaysia.

Encik Fazrin Azwar is the Chairman of the Risk Management Committee and Nomination Committee, and a Member of the Audit Committee and Remuneration Committee of PKHB.

Datin Shirley Yue Shou How
Independent Non-Executive Director

Datin Shirley Yue Shou How, age 70 years, a Malaysian, was appointed to the Board of Directors of PKHB as an Independent Non-Executive Director on 23 January 2009.

She has 28 years experience in the local and foreign luxury fashion retail, business development and consulting, and investment banking industry.

She was Managing Director/General Manager of Fine Lines, a company dealing with imported lady apparels and high-end bespoke orders from 1985 to 1993. Subsequently, she served as Investment Advisor of Credit Lynonnaise Securities (Asia) Ltd from 1993 to 1998 and was an Investment Banker of Soloman Smith Barney, and Citibank Singapore from 2000 to 2003. She has been a Director of Oilvest Engineering (M) Sdn Bhd & Elbex Holdings Sdn Bhd since 2004. She served as Boutique Manager of Chopard, Pavilion, Kuala Lumpur from 2007 to 2008.

Datin Shirley Yue holds a Graduate Diploma in Business Administration (post graduate degree) from the University of Western Sydney, Australia, a member of the Malaysian Institute of Management and a Chartered Audit Committee Director of the Institute of Internal Auditors, Malaysia.

She is also the Chairperson of the Remuneration Committee, and a Member of the Audit Committee, Risk Management Committee, and Nomination Committee of PKHB.

Dato’ Esther Tan Choon Hwa
Independent Non-Executive Director

Dato’ Esther Tan Choon Hwa, age 69 years, a Malaysian, was appointed to the Board of Directors of PKHB as an Independent Non-Executive Director on 11 April 2014.

She is a Fellow Member of the Institute of Chartered Accountants in England and Wales (FCA), a Member of the Malaysian Institute of Accountants (CA) and a Fellow Member of the Chartered Tax Institute of Malaysia.

Dato’ Esther Tan began her career as an auditor with Grant Thornton in UK and later with Kingston Smith in UK before coming back to Malaysia. In 1984, she started her practice which eventually merged to be what is known as GEP Associates. The Firm is a member firm of an International Organisation called AGN International with its headquarters in the United Kingdom boasting of 465 offices worldwide. In 2008 and 2009, Dato’ Esther Tan became its first lady Chairperson who led the international organization and is today still an active International Board member representing the Asia Pacific region.

She is an auditor of various companies with activities ranging from manufacturing, associations, retailing, constructions, developers, trusts, and multinationals etc; and is well exposed to the requirements of regulatory bodies, as well as Public Listed Companies compliance matters. She has conducted several due diligence and fund raising exercises as Reporting Accountant for clients. She was previously the auditor of several Public Listed Companies.

In 2006, Dato’ Esther Tan received the award from the National Association of Women Entrepreneur Malaysia as “The Woman Entrepreneur of the Year” under the Finance section.

She is also a Tax Director of GEP Tax Services Sdn Bhd and was previously a Finance Director of a manufacturing company before setting up the practice. Currently, she also manages the AGN Asia Pacific region as one of the four Directors.

She is the Chairperson of the Audit Committee and a Member of the Risk Management Committee, Nomination Committee, and Remuneration Committee of PKHB.





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