Crafting Timeless Legacies, One Sparkle at a Time

Our story begins with humble roots as antique handicraft product sellers in the central market. Twenty years ago, life was a heavy hustle, striving to make ends meet and supporting my father's cancer medication.

Operating in flea markets, with limited knowledge of the jewelry business, I crafted affordable elastic necklaces and bracelets priced at RM3-5, capturing the hearts of wise old aunties who often bought them for their granddaughters. We ran from one location to another, facing challenges that forged resilience.

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The hustle two decades ago was not just about financial survival; it was a tale of resilience, learning, and working hard with a clear purpose in mind. With newfound stability, we delved into pearls, establishing our first shop named Shinju (pearl in Japanese) in Lot 10. The Shinjupearls shop was born alongside our other 11 shops.

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When the world faced the adversities of the Covid-19 pandemic, we seized the opportunity to deepen our knowledge in gemology, particularly diamonds. A rigorous three-year GIA learning process culminated in the sale of our first diamond, propelling us into the realm of high-end jewelry.

Etena emerged not just as a brand but as a testament to adaptability and a commitment to excellence.

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Etena is more than just a brand; it's an embodiment of fine jewelry—timeless pieces crafted to endure generations.

We don't want our jewelry to be just something you own; we want it to become a cherished part of your life—a source of happiness, a personalized expression, and a storyteller of your unique journey.

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Christina Toh,
Founder of Etena