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