To celebrate its one year anniversary in November last year, Singapore-based fine jeweller Museum of Zenith Affair—Mus.za, for short—channelled its efforts into raising funds for the Alzheimer's Disease Association (ADA) to benefit individuals suffering from dementia, instead of hosting a glitzy celebration for its milestone event. In January, it held an intimate invite-only cheque presentation ceremony at its retail space housed within the Raffles Arcade, where a myriad of its show-stopping gems is on display. President and founder of Alzheimer's Disease Association, Ang Peng Chye, and founder of Mus.za, Esther Ho The fundraising campaign was incepted as founder Esther Ho wished to establish a firm standing in order to help others tide through the time of the pandemic. She shares during the in-person cheque presentation ceremony: "I decided to give ourselves a target of $100,000 to help raise funds in the month of November, which coincided with Mus.za's first anniversary."