Consumerchant®
“Consumerchant®”, also referred to as Consumer-Merchant, is a term Dato’ Wira Louis coined by combining the words ‘consumer’ and ‘merchant’, blending the “m-e-r” into a single identity. The term captures his core philosophy: every consumer can be a merchant.
In practice, customers who purchase Public Gold’s main product—gold bullion—can share their experiences, refer others, and be rewarded through a revenue-sharing model. “When a customer shares their buying experience or refers someone who makes a purchase, we share part of our profit with them. It’s a form of consumerism turned into entrepreneurship,” he said.
Unlike typical affiliate or multi-level schemes, the Public Gold model involves no membership or annual fees. “If you buy, and you refer someone who also buys, that activity generates profit. If you do nothing, nothing happens. No one loses anything,” he explained. The model is simple, ethical, and transparent—anchored by gold, a universally valued and enduring asset.
Built on Trust, Not Tactics
Dato’ Wira Louis was clear in differentiating Public Gold’s approach from schemes that misuse referral systems or blur ethical boundaries. “Our product is gold. It’s not a consumable. You buy it, you keep it. Historically, gold has appreciated in value,” he said. “And we don’t take advantage of our people. Instead, we let them ‘take advantage’ of us.”
It may sound counter-intuitive, but this guiding principle—that the customer should always feel like they’re winning—has been central to Public Gold’s long-term success. “In most businesses, the company profits more than the consumer. We flipped that. When our customers feel like they’re winning, they stay. And when they stay, we grow together.”
He described his customers as long-term business partners. Those who refer others are entitled to perpetual returns—not just one-off commissions. “Whatever customer you bring in belongs under your empire, forever. If they continue to buy, you continue to benefit. This is not a one-time deal—it’s perpetual,” he said.
A 17-Year Journey Built One Layer at a Time
The early years were far from glamorous. Between 2008 and 2016, Public Gold grew to just 150,000 customers—a steady but slow climb. “We didn’t know if it would work. We just tried. At first, we offered 1% for a referral. Then we added more layers. It evolved,” Dato’ Wira Louis recalled.
Exponential growth didn’t come until recent years. “Last month alone—April 2025—we saw 150,000 new customers. What took us seven years to achieve, we now see in a single month.” This surge in growth was not due to sudden luck, but rather the result of years of patient system-building, consistent trust, and quiet resilience.
Generosity, Consistency, and Honouring Promises
Beyond operations, Dato’ Wira Louis built Public Gold on core personal values—generosity, consistency, and trustworthiness. “You must always give,” he said. “And once you promise something, you never take it back. If today you promise 1%, and tomorrow you reduce it to 0.45%, the entire system collapses.”
His approach to customer relations is rare in conventional business: “Let your customers feel like they’re benefitting from the company—not the other way round,” he said. “That’s why they stay. That’s why they trust.”
And it’s not just financial trust. Over the years, Public Gold has created systems that empower individuals to build confidence, communication skills, and leadership capabilities. “We’ve seen introverts become leaders, housewives increase family income, and people turn their lives around through this opportunity,” he said.
Creating Better Citizens Through a Gold Movement
For Dato’ Wira Louis, Public Gold is not just a commercial entity—it is a force for good. “We’ve changed lives. Financially, yes. But also mentally and emotionally,” he said.
Through leadership programmes, personal development, and strong peer support, the Consumerchant® platform has transformed individuals into stronger team players, communicators, and contributors to society.
“Many of our members have become more confident, more cooperative, and more driven,” he added. “In essence, we’re creating better citizens.” Looking ahead, he sees Public Gold as a regional force for good. “Our impact is no longer just personal or familial—it’s societal. We’re already present in Malaysia, and now we’re entering Indonesia,” he said.
A Book and a Belief: Building a Nation Through the Gig Economy
Dato’ Wira Louis is currently working on a book titled “Building a Nation Through the Gig Economy.” He explained that the “Geek Economy” is his term for a more inclusive, gig-style economy where anyone—students, housewives, professionals, or the unemployed—can participate in meaningful economic activity through platforms like Public Gold.
One particularly touching story he shared was about an undergraduate who joined the business while facing financial hardship. “After building the business for five or six years, he passed away. But the business he built still generates RM6,000–7,000 a month for his mother,” he said.
“This is a testament to the effectiveness of the Consumerchant® model as a catalyst for financial freedom and meaningful legacy building, regardless of one’s background,” he added.
To share this inspiring story, Public Gold has recently launched the book titled ‘Hadiah Persaraan Buat Umi’, which means ‘a retirement gift to mum’ in collaboration with book publisher, Galeri Ilmu Sdn. Bhd. This book is the 3rd edition, following two earlier editions published under the Consumerchant® book series, Consumerchant®: A Revolutionary Sharing Economy Business Model and Consumerchant®: Kisah-kisah Kejayaan.
Advice for SMEs: Stay Positive, Stay Focused, Stay Calm
When asked what advice he had for fellow SME founders, Dato’ Wira Louis, who is also the President of Malaysia Gold Association (MGA) acknowledged the difficult macroeconomic conditions, trade wars, and industry disruptions. “Every industry is different. But the principle is the same—stay positive, stay focused, and stay mindful.”
During downturns like 2014–2018, he simply scaled down and waited. “There are economic cycles. In a bear market, control your expenses, pause expansion, and wait for the next wave. When the wave comes, it will lift you.”
To maintain personal resilience, he advocates a simple life, mental clarity, and selective association. “Guard your mind. Keep it pure. Stay away from negativity. Because the mind will replay whatever you feed it,” he said.
A Movement Rooted in Values
After nearly two decades, Dato’ Wira Louis Ng’s journey with Public Gold stands as a testament to the power of trust, generosity, and principled leadership. His Consumerchant® model is not just an economic framework—it is a social philosophy.
“If you truly believe in your mission, people will feel it. If you’re genuine, people will follow,” he said. “But it’s not easy. It takes time, consistency, and most of all, heart.”
With two million customers and a momentum that shows no sign of slowing, Public Gold’s impact on Malaysia’s economic and social fabric is both significant—and still growing.
