Sorong. The Palace Jeweler, a retail jewelry brand under PT Central Mega Kencana (CMK), made history by opening its first store in Sorong, Southwest Papua, on Saturday, Dec. 13. Located in Paragon Mall Sorong, the outlet is the first branded retail jewelry store in the region, highlighting CMK’s commitment to expanding access to jewelry under its slogan “Therlengkap, Therjangkau, Therjamin” (Complete, Affordable, Guaranteed – 3T). The opening of The Palace Jeweler’s 84th store — also the 150th for CMK — was celebrated with a ribbon-cutting ceremony attended by management from both PT CMK and The Palace Jeweler.

General Manager Jelita Setifa said the Sorong opening was particularly special because it allowed The Palace Jeweler to be physically closer to communities in eastern Indonesia, especially in Papua. Jelita said many customers in Papua previously could only view the collections via social media. “Now, people can directly touch, try, and experience the same shopping journey as in major cities,” she said.

“We want everyone to have equal access to high-quality, transparent, and affordable jewelry. That’s what makes The Palace’s presence in Sorong so meaningful. We hope this store becomes a comfortable and enjoyable place for the people of Sorong to discover the best jewelry, with the same standards,” she added.

Jelita also emphasized the importance of education and transparency in the jewelry industry. The Palace strives to set new standards for consumers, combat common unfair market practices, and encourage customers to be smart buyers.

“In line with The Palace’s tagline — Complete, Affordable, Guaranteed — all gold jewelry at The Palace meets 18-karat (75% gold) standards,” she said.

The Palace also introduced pre-loved (used) items in a dedicated section to ensure that all new jewelry sold is 100% new.

“Pre-loved items must meet excellent condition standards (almost indistinguishable from new) and are sold only once per cycle to maintain quality,” Jelita explained.

As part of its educational mission, Jelita shared three crucial points consumers should consider before buying gold jewelry:

1. Verify that the claimed gold content (e.g., 18K) is accurate. Customers have the right to ask how the store confirms this, such as using a Karatimeter.

2. Ensure the jewelry is 100% new, not pre-owned.

3. Request transparent buyback pricing at the time of purchase, not just the purchase price. The Palace Jeweler openly shares buyback prices, including through social media.

Focus on Customer Experience and Local Talent

Petronella Rantedatu Soan, Chief Operating Officer of PT Central Mega Kencana (CMK), emphasized that The Palace Jeweler’s presence in Sorong is based on a focus on customer experience and local contribution. The store provides a distinctive shopping experience, where visitors are encouraged to try and explore products, including in-depth educational sessions.

“Quality and price transparency are priorities. The listed prices are tax-inclusive, ensuring consumers know their tax contributions,” said Petronella, known as Nella.

For the 84th store expansion, the main priority in human resource development is recruiting local talent from Sorong and surrounding areas.

“We invest significantly in recruiting and training local talent. We hope they can inspire others and contribute back to the region,” Nella said. Recruitment is highly selective due to the substantial investment in training each individual.

“The goal is to make The Palace a sustainable career opportunity for local workers,” Nella added.

The Palace Jeweler’s presence in Sorong is expected to catalyze a more transparent jewelry market and provide high-quality product options for residents in the easternmost part of Indonesia.

Special Promotions and Activities to Delight Visitors

To celebrate the new store opening, The Palace is offering fantastic promotions: gold jewelry starting from Rp 500,000, discounts up to 50%, selected diamond pieces with reductions up to Rp 1,000,000, and redemption items for just Rp 99,000.

As a gesture of appreciation to the people of Sorong, The Palace is also giving away free gold and hosting Snap & Share activities where customers can receive free coffee by participating at designated booths. The entire promotion aims to create a festive and welcoming grand opening experience.

A Complete Jewelry Collection

The Palace Jeweler has long been recognized as a premier destination for jewelry enthusiasts seeking the most complete selection, from gold and diamonds to precious metals available via the Lakuemas app. This makes The Palace ideal for both seasoned collectors and those starting their jewelry journey.

Diamond collections feature GIA international certification, with color grades from D–J and clarity from Flawless (F), Very Very Slightly Included (VVS), to Very Slightly Included (VS). Customers can also explore Precious Stones such as sapphire, ruby, and emerald, as well as the MOELA diamond collection starting at Rp 888,000.

The latest collections and promotions are available on Instagram @thepalace_id and TikTok @thepalacejeweler, with additional benefits through the CMK Club loyalty program.