Listed jewellery retailer Soo Kee Group is planning to change its name.

In a statement to shareholders, CEO and executive director Lim Yong Sheng says the company proposes to adopt the new title SK Jewellery Group.

“The group currently retails fashionable jewellery and mementoes under, amongst others, the well-established SK Jewellery brand in Singapore and abroad. As such, the board is of the view that the proposed change of name will better reflect the profile, business activities and business direction of the group,” he wrote.

“In addition, the, the proposed change of name will also allow investors and the group’s business partners to better identify and associate the company with the SK Jewellery brand.”

Shareholder approval for the change will be decided at an extraordinary general meeting of the company on April 30, following the annual meeting.  

The new name has already been reserved with the Accounting and Corporate Regulatory Authority of Singapore.