Clare Leong, whose family business Eng Leong Medallic Industries (ELM) has made medals for the army and government institutions for over 50 years, ventured into a new creative direction by launching Moss & Lupine, a jewellery brand inspired by nature and elevated by the art of enamelling. Established in 1968, ELM specializes in designing and manufacturing medals, plaques, and trophies for organizations including the Singapore Armed Forces and the Singapore Police Force.
Despite the stability of the family business, Leong was drawn to create something different that could connect with consumers on a personal level. She leveraged the company's decades of expertise in enamelling — a technique involving fusing powdered glass to metal under high heat — to develop unique, handcrafted demi-fine jewellery pieces made of nickel-free sterling silver with gold or rhodium plating.
Launched in 2021, Moss & Lupine's designs take heavy inspiration from floral and botanical elements such as lilies, peonies, and ferns. Collections balance bold statement pieces with delicate everyday wear, featuring enamel in pastel shades, pearls, and semi-precious stones. The brand has grown from an online presence to participating in retail pop-up events, building recognition and customer engagement beyond friends and family.
Leong’s motivation to start the brand was deeply personal, inspired by her mother’s tradition of meaningful jewellery and her own passion for craftsmanship. While initially met with some resistance internally due to the established business’s success and her age, Leong pursued the venture as a way to express creativity and connect with a new audience, mostly women aged 20 to 50 seeking distinctive designs and stories.
Moss & Lupine’s jewellery pieces embody values of feminine strength, confidence, and resilience, reflected in meaningful collections like those inspired by the Camellia flower to honor cancer survivors. Prices range from affordable earrings to statement necklaces, emphasizing jewellery as personal expression with emotional significance.
Looking forward, Leong aims to grow Moss & Lupine’s presence in Singapore before expanding internationally, aspiring for the brand to be recognized and trusted globally. Through this spin-off, Leong has successfully transformed her family's medal-making legacy into an innovative and heartfelt jewellery brand that celebrates nature, craftsmanship, and meaningful gifting.cnaluxury.channelnewsasia +2
