Mustafa turns Melaka streets into a live runway for silver jewellery post expansion

Mustafa Jewellery has put content creators at the heart of its latest brand activation, “Kilauan Raya dari bumi Melaka”, turning the streets of Melaka into a live runway for its silver collection. 

Set in central Melaka, the parade brought together 20 local creators – many with follower counts in the 500–3,000 range – alongside a traditional kompang  ('drum') troupe, walking from Dataran Pahlawan Melaka to the iconic Jonker Street. Rather than chasing celebrity reach, the brand tapped a tight community of relatable creators to share short-form videos of the jewellery and of themselves walking in the procession, amplifying the experience through everyday feeds instead of glossy, one-way advertising.

Dressed in modern interpretations of traditional Malay attire, all participants were styled in silver-toned ensembles and adorned with Mustafa Jewellery’s silver pieces. The choice to spotlight silver was intentional, positioning it as a symbol of modest elegance, kesederhanaan ('moderation') and kesyukuran ('gratitude') beyond just the festive window.

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By leaning on small content creators, the campaign aimed to drive authenticity and engagement over sheer reach, inviting creators to document the parade as they would any other moment in their lives, from outfit transitions to close-up jewellery shots and street-level views of the procession.

When A+M reached out, Mustafa Jewellery said that small content creators were chosen to align with Mustafa's brand of being "a brand of the people" in Singapore. It added that it wanted to give small creators a chance to grow with the brand as well. In terms of execution, the experience was designed to feel genuinely creator-led, with the creators styling themselves and picking jewellery from the store to be part of their Raya fit. 

Beyond its social content, the activation reinforces Mustafa Jewellery’s positioning around affordable luxury and wealth preservation. Silver, long appreciated within Malay and Islamic traditions for its permissibility and subtlety, is presented as a conscious choice that aligns with a more grounded expression of status and style.

“Silver’s shine is the humble cousin to gold and diamond, which are typically seen as bold or showy,” said Tyler Chin, head of content and social for Mustafa Jewellery’s social agency, 2Stallions.

“With ‘Kilauan Raya dari bumi Melaka’, we collaborated with local Malay influencers to choose the silver jewellery from our store in Dataran Pahlawan that they feel best reflects their spirit. We wanted to show that fashion can be deeply personal, rooted in traditional values, yet maintain a modern minimalistic feel – which is the balance our silver jewellery strives for," explained Chin. 

The choice of a street parade was also deliberate as the brand wanted interaction from the public. According to Mustafa Jewellery, locals joined the creators at the back of the kompang troupe and that it garnered interests from tourists who came up to ask what the parade was about. Additionally, it wanted to be inclusive and have an opportunity to connect with people in the area. 

In tandem, Mustaq Ahmad, founder and managing director of Mustafa Centre, said that his Malays friends taught him that after Ramadan, Hari Raya is a time to be thankful and to remember what is important. 

"Silver felt right to us. It is elegant in its restraint, which reflects the humbleness and warmth of the season," explained Mustaq. "We are grateful for the support in Melaka, and this spectacle is just our way of saying thank you for welcoming us to be a part of your lives.”

The Melaka activation comes as Mustafa Centre Penang opened its doors in February 2026, bringing Singapore’s famous multi-storey department store, known for its variety and value, to Malaysia’s northern region.

Beyond the Malaysia launch, Mustafa in Singapore has been evolving its model beyond its iconic 24-hour store. After more than five decades of operating exclusively offline, Mustafa Centre launched its eCommerce website in October 2025, offering over 3,000 products in response to growing demand for online shopping.

In a previous report, Mustaq said that while the company was entering the online space later than competitors, the focus is on financial sustainability, with prices set to reflect actual operating costs.

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