High class Malaysian jeweller Aurora Italia International will extend its e-commerce efforts to build sales growth in the coming year.

The firm, which recently listed on the Bursa Malaysia Securities Leap Market, will diversify its points of sale to expand its brand awareness and customer base via online channels. It will also boost strategic distribution alliances with strong marketing affiliates.

Aurora’s product range is sold in Malaysia and Singapore, as well as the US, the UK, Indonesia, Hong Kong and the Middle East via several channels, including own-branded physical stores and on online shopping platforms.

“The Covid-19 pandemic has resulted in e-commerce business generating increased sales as people shift their spending habits towards online platforms,” said Aurora Italia MD Datin Wira Yvonne Lim. “We saw an increase in online shopping for products including jewellery products during the Movement Control Order.”

Online sales performance within the industry is believed to be the reason why stores with e-commerce infrastructure operated continuously during the early months of 2020, according to Lim.

The firm’s listing has seen the equivalent of US$729,000 in funding raised, more than half of which will be used to launch three new retail concept stores in China, Hong Kong and Thailand.