A winner in medals

Chin: We aim to bring value to clients as a brand curator, rather than just a product supplier. — Photo: Medalized

TO many, medals and awards are treasured keepsakes from childhood that often stir up pride in past achievements, or evoke memories of milestone moments.

For Emily Chin, who grew up in an awards-manufacturing family business, trophies and medals hold a deeper significance. They tell a story of 50 years of entrepreneurial legacy and steadfast service.

She recounts being involved in the business from a young age, surrounded by countless bulky tiered plastic trophies and rows of award medallions.

She joined the company after graduation largely as a duty and necessity, rather than passion, Chin shares.

“My father had to go for an operation, so I stepped in,” she tells StarBiz 7.

“At the start, it was about doing what was needed for the business, but as I started working with clients, I began to love the process of collaborating with them and solving their business needs through creative design.”

The experience quickly ignited in her a strong drive to elevate and modernise the business.

Leveraging on decades of craftsmanship and expertise, Medalized specialises in creating unique and high quality awards that depict a brand’s story and voice.

“Our mindset revolves around how we can serve our clients and bring value to them as a brand curator, rather than just a product supplier,” Chin says.

On top of producing medals and trophies for large scale running events, schools, and government projects, Medalized’s offerings also extend to plaques, pins, and memorabilia.

Corporate clients and event organisers make up the largest revenue contributors for the business, with customised awards emerging as an increasingly important market, she shares.

“Compared to the past 10 to 20 years, people are less likely to be satisfied with off-the-shelf items. Clients have become smarter and more sophisticated in their demands, and we see customised pieces growing in prominence,” she adds.

Customers, particularly corporate clients, put a premium on good design, especially with the rise of social media as a valuable branding channel.

“Today, brands are willing to invest more towards award designs that will help them better showcase themselves. As a provider, we are also raising our standards to match these expectations.”

A critical aspect that sets Medalized apart, Chin says, is the ability to understand the needs and preferences of clients from a business perspective, prioritising personalised service and in-depth knowledge of a brand’s identity and vision.

The company’s reputation as a leading award-producer has also earned the trust of customers, some of whom have been with the business for as long as 40 years, the founder shares.

Additionally, as a regular participant in running events, Chin has the benefit of an end-user perspective.

“Having been a recipient of these medals and understanding the practical experiences of a runner is one of our competitive advantages. It lends credibility in our proposals, and our clients have comfort in knowing we have insight into what the market needs.”

These practical insights are then channelled into the finer details of Medalized’s designs, which vary widely in material, technique, texture, colour and shape.

Chin’s design inspiration is drawn from a variety of realms, from furniture and architecture to jewellery and bookstore displays.

In recent years, the company has expanded its scope to include 3D printing, a process which opens up a far broader range of design possibilities to more accurately translate a client’s vision into a tangible product.

Moving forward, the business aims to further explore new materials that can be used to produce its awards. One recent creation notably incorporated eco-friendly Ecopeal boards, which are made from used beverage cartons.

One of the more memorable projects that Medalized has been involved in is an intricate medal created for the Larian 60 Tahun Muzium Negara run. The medal has engraved layers modelled after a traditional Malay belt accessory from the museum.

Another recent highlight for the founder was being commissioned to create a replica of the Sukan SEAP Ke-6 Kuala Lumpur 1971 gold medal, which had belonged to former national athlete P Savithri before it was loaned for an exhibition and never returned.

“For us, an award is not just a trophy on a shelf, but it encapsulates the distinctive journey that has gone into achieving it,” Chin opines.

“Even after the awards ceremony and moment of recognition ends, the award itself continues to tell its story for years to come.”

In many ways, the work of Medalized in curating and memorialising the legacies of others runs parallel to its own journey.

Through the continuation of this craft, the second-generation founder is preserving the past and carving out the future for her own family-run business.

“We get these amazing opportunities to develop pieces for events, such as a 75-year anniversary award, where we help tell a company’s unique and inspiring story. It resonates deeply as I also carry forward my dad’s legacy.”