By Sylvia Toh Paik Choo

DIAMONDS used to be Mr Frank Chew's best friend, next to his collection of fast cars.

But the diamond merchant's business, Royal Diamond Industries, has lost its sparkle as the company is facing court action over $586,000 owed to a supplier.

Should the winding-up order be made in court (the payment has to be made before 6 Feb) it would mean a lacklustre turn of events for a 'son of the soil' who was not afraid to wear his patriotism on his sleeve.

Every 9 Aug since 1994, when Mr Chew set up his wholesale and retail gemstone business, he has bought a full-page advertisement in at least four local newspapers to wish Singapore a happy birthday.

Two-thirds of the first ad was taken up by a pictorial spread of rings and things going at 60 per cent National Day discount, topped by a heartfelt 'thank you' letter, wishing Singapore's leaders the very best of health.

The last recorded ad was in 2006. The text never varied though the display evolved.

The first eight years of the National Day ads reportedly cost Mr Chew $400,000.

Most people vaguely remember the annual ads and some did not reserve judgement at what they saw to be a bit of advertised smarmy suck-up.

But Mr Chew was staunch and unwavering in his admiration of Singapore, its far-sighted visionary leaders, the importance of National Service, how a nation's formative years of trials and tribulations has brought about a stable and thriving environment.

'My family's fortunes have ebbed and flowed, my own destiny also rises and falls, sometimes meandering, most of the time my own doing,' he wrote in the letter, describing the hard times his forefathers lived through after arriving here in the 1880s.

The New Paper tried to reach Mr Chew through his oldest daughter, Olivia.

'I have to decline comment,' she said, 'but let me pass your number to my father, and if he calls you back, you can ask him.'

Mr Chew did not call back.

The sporty Olivia, an accountant, graduated magna cum laude from a Jesuit-affiliated university in Omaha in the United States 10 years ago and built her career in banking.

The eldest of three girls, she volunteered weekly at homeless shelters and helped raise funds for the American Heart Association.

Daughter to take over

In 2005 her father called her home to form a team to expand Diamond Industries.

Aren't the sons the ones to take over the Chinese family business?

Not long after she got back, the straightforward Olivia told me: 'There are sons, from the second wife, they are too young.'

A former worker with a related company, Harper Diamond Industries, who wanted to be known only as Ms S, noted: 'He was a good boss to his staff. Most of them quite senior (in age).

'He was not one with gold rings on every finger; (he had) good taste in his attire, and spoke good English.

'Women were probably attracted to him - could be the cars and the diamonds!'

Mr Franck Manichon, managing director of Paris Bijoux, a long-time resident here, became friends with Mr Chew six years ago.

'We're members of the Ferrari club. A very nice guy, very open and honest,' he said.

'He gave good service, had a good attitude, also good prices, but recently his business has been affected by the MRT digging you know - nowhere to park.

'And when the Ferrari club members get together, not once did he take advantage to say 'come to my shop, I give you a deal'. So I was surprised to read the newspaper report (about the company's money woes).'

Mr Chew dropped out of the club's activities about two years ago.

A fellow trader in gems who spoke on condition of anonymity said: 'In the diamond trade, the profit margin is 5 per cent, no more. So when people supply you, they need you to pay up, it has to be a 'ta chia hao' (everybody wins) situation.

'When people see his four cars, Lamborghini Diablo SV, Porsche, Mercedes, Ferrari, outside this big beautiful office building, of course they think they can do good business.'

Pity though, for any proud son of the soil to come close to biting the dust this way.

Perhaps Mr Chew should have placed ads for the last few National Days to say 'business as usual' despite the road works.

This article was first published in The New Paper on January 20, 2009.