DIAMONDS are not only her best friend, they have also helped her carve a sparkling career.

Now a senior retail manager with Lee Hwa Jewellery, Ms Elleen Aw (main head picture), 41, was a late starter in the business.

After completing her O levels, she dabbled in part-time jobs before getting married at 21.

She then spent five years as a housewife before deciding to venture into the working world again.

"I didn't know what to do but, like most women, I loved jewellery. I had even spent my very first pay cheque on a small piece," she said.

She works her way up

Ms Aw decided to bank on her passion and joined a small jewellery company, working her way up from a sales position to a managerial one in four years.

Then, in 1997, she left to join Lee Hwa, where she started in a junior position.

Within half a year, she was promoted to assistant manager, and later to manager.

As a senior retail manager, Ms Aw is in charge of both the Lee Hwa and CitiGems outlets at Bugis Junction.

Both chains, along with Aspial and Goldheart, come under the listed Aspial Corporation.

In addition to overseeing operations, Ms Aw also helps the company to train and recruit staff.

She often travels to China for her recruitment drives.

Ms Aw enjoys her job as it allows her to meet different people, and many of her customers have since become her friends.

She added: "When I finally close a deal with a customer, I feel a great sense of achievement."

She said the company looks to hire those with the right attitude.

"They must have a sense of ownership and treat the company like they own it.

"The company rewards those who are deserving," she explained.

Looking back on her 11 years with Lee Hwa, Ms Aw said: "When I first started out, I never thought I would stay this long. Having seen it grow into a listed company makes me proud."

Compared to her first months with the company, she said there is much more emphasis on image, training and open communication with the management now.

She said she takes pains to groom her staff.

She also organises staff outings about five times a year, for them to bond.

As a testament to her achievements, Ms Aw was a Retail Manager of the Year finalist at the recent Singapore Retailers Association Awards 2007.

She couldn't stop crying

She proudly recounted an incident three years ago when she and her staff helped a young man plan and execute his marriage proposal to his girlfriend.

She said: "He took her to the shop and pretended to look at rings.

"Then we took out the flowers and ring which he had bought earlier.

"When he went down on his knees, she couldn't stop crying. It was so touching."

Ms Aw, who has three children, said her daughters, aged 17 and 19, have taken after her love for jewellery.

"They love to dress up and are always borrowing my pieces," she added.

She said most of her customers are career women who can afford to buy their own jewellery.

Just like them, Ms Aw has a weakness for diamonds, and now owns more than 30 pieces.

"Diamonds give you status.

"Unfortunately, I bought all my jewellery myself as my husband tells me he can't afford to," she said, with a laugh.

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