Sustainability of Malay Traditional Silverware Industry in the East Coast Region of Malaysia

Objective: The traditional Malay silverware industries in Malaysia that have existed for more than 200 years began to deteriorate from time time. Silverware is a craft field with its uniqueness and almost extinction hereditary since 1948 on the East Coast of Malaysia. In this context, innovation sustainability play vital role design product development.
 Methodology: Research information collected through research: direct observation, participant ethnography, qualitative interviews, case studies. addition, study supported by previous studies scholarly journals, books, documents, reports relevant sources, local government agencies, newspapers, other reliable website sources.
 Findings: conclusion, industry facing bleak future no implementation proper measure. It should be concerned sector will one-day face extinction.
 Implications: most important parties take off efforts are bodies, community, higher education level initiate collaboration programs sustaining next level. As concerned, focus group discussion needed see fulfill needs industry, consumers, generation.