How Ngee Soon Jewellery Changed the Customer Experience in 3 Months with Aitom
From Heritage Goldsmith to AI-Powered Retail Pioneer
The Challenge
Like many traditional SMEs, Ngee Soon Jewellery faced a familiar dilemma: How do you modernize without losing the trust and identity built over generations? The store is older, often Mandarin-speaking customers were underserved by conventional English-only digital tools, and some customers with limited reading ability found typical self-service kiosks difficult to use at all.
The Solution
Three months ago, Ngee Soon Jewellery installed an AI kiosk, prominently branded at the store entrance, powered by the Aitom retail AI agent, aptly named Nicole, a playful nod to 'Ngee Soon' itself. Rather than replacing the human touch, it was designed to extend it:
Multi-language, voice-first interaction in English and Chinese broke down both language and literacy barriers, letting customers simply speak instead of type or read.
Occasion-aware recommendations for weddings, births, anniversaries, and festivals brought a personal, culturally relevant touch to product discovery.
Instant access to information such as pricing, stock availability, product details, let customers explore at their own pace, without pressure or waiting on staff.
The Impact in Just 3 Months
For customers, the shift was immediate and tangible. Store visits became more exploratory than transactional. Customers actively browsed jewellery by occasion, budget, or gold type through natural conversation with the AI agent. Older and Mandarin-speaking customers, previously excluded by English-only interfaces, can now interact naturally simply by speaking. Inquiries that once had to wait until the next business day were now answered instantly, any time of day.
The result: more informed, more confident, and more self-directed shopping experiences and for many, a genuinely memorable first encounter with the brand.
For the business, the kiosk became a talking point. It repositioned Ngee Soon Jewellery as a modern, tech-enabled goldsmith, while preserving everything customers valued about its traditional identity. Passersby took notice of the kiosk at the entrance, boosting brand visibility and recall. Internally, the AI agent reduced pressure on staff for routine inquiries, freeing them to focus on higher-value, in-person interactions, technology enhancing service, not replacing it.
One AI Brain, Two Storefronts: Extending Aitom to Mistgold
Ngee Soon Jewellery’s transformation didn’t stop at the shop entrance. The company’s sister brand, Mistgold, created to bring a simpler, more elegant, everyday-wearable take on gold jewellery to a younger audience, has extended the same Aitom AI agent online.
On the Mistgold website, an Aitom-powered agent sits at the bottom right corner of the screen, functioning as a round-the-clock online virtual assistant. Shoppers browsing from home can:
Get personalized product recommendations based on occasion, budget, or style preference
Stay up to date on ongoing promotions and offers
Get instant answers to inquiries about pricing, stock, and product details, without waiting for store hours
What makes this rollout notable isn’t just that Mistgold now has its own AI agent, it’s that both the in-store kiosk at Ngee Soon and the online agent at Mistgold are powered by a single, shared AI brain.
Rather than standing up separate systems for separate touchpoints, one underlying Aitom engine understands product catalogs, promotions, and customer intent consistently, whether a customer is speaking to a kiosk in Yishun or typing into a chat window at midnight.
This shared-brain approach means:
Consistency - product knowledge, pricing, and promotional messaging stay aligned across in-store and online channels, so customers get the same accurate answers wherever they engage
Efficiency - improvements made to the AI (new product data, refined recommendation logic, updated promotions) benefit both storefronts simultaneously, instead of requiring duplicate work
A unified brand experience - a Ngee Soon Jewellery customer exploring Mistgold online, or a Mistgold customer walking into a Ngee Soon Jewellery store, meets the same intelligent, always-available assistant, reinforcing that the two brands are part of one connected family
The Bigger Picture and This Is Just the Beginning
Three months. That’s all it took for Ngee Soon Jewellery to go from e-commerce adoption to a fully AI-powered in-store experience, and become a model for how traditional SMEs can modernize without losing their heritage. Innovation and tradition aren’t opposing forces. With the right technology, a traditional trade can speak a customer’s language, meet them at any hour, and still feel personal.
By extending that same AI brain to Mistgold’s online storefront, Ngee Soon Jewellery proved this transformation scales beyond one shop, or even one brand. Two AI agents, powered by a single AI brain and deployed across physical and digital touchpoints, can carry a local business’s values and hospitality into every channel customers expect to find it.
What Ngee Soon Jewellery and Mistgold have gained: stronger brand visibility, deeper engagement, and a more meaningful connection with customers, all from one AI brain working across two storefronts.