The company is proud to be a “Made in Singapore” manufacturer that is forward looking and re-inventing itself. Apart from producing Rock Sugar, Red Jaggery Sugar and Black Jaggery Sugar for the Singapore market under the Star Brand, Cheng Yew Heng started a new line of products to venture into the retail market(B2C)- Jewels Rock Sugar Sticks.
It hopes to educate the younger generation about rock sugar as well as inspire collaborations and other companies to innovate in traditional spaces. It first started selling in local design stores, Naiise in September 2016. Today it retails in more than 170 across high end department stores, specialty stores, supermarkets & airport stores in Singapore, China and Hong Kong.