Established in 1991, Soo Kee started retailing primarily gold jewelry and expanded its offerings to include white gold and diamond jewelry to cater to changing consumer demands. A company of the Soo Kee Group, Soo Kee Jewellery (SKJ) is a contemporary jewelry chain store with operations in Singapore and Malaysia. The Soo Kee Group has expanded to include two other brands: SK Jewellery and Love & Co. targeting at different market niches.
Soo Kee Jewellery's commitment to securing the world's finest diamonds has led to it being awarded exclusive distributorship of the patented Brilliant Rose rocks in Singapore and Malaysia since 1999. It is also the sole distributor for the True Love rock from Belgium since 2004.
Besides gaining exclusive distributorships, it is also constantly looking for collaborative opportunities. It collaborated with local bridal designer, Ted Wu, on a jeweled corset for JewelFest 2006. It also worked with local fashion designer Wykidd Song to create a unique black diamond collection for Soo Kee Jewellery.