In the multicultural city state of Singapore, Choo Yilin, a local brand decides to give jade a fresh interpretation with youthful energy. During a non-profit engagement in Thailand, the founder was acquainted with artisans with a rich history of silversmithing. She decided to combine her modern aesthetics with their heritage craftsmanship and her eponymous brand came alive in 2008.
Juxtaposing jadeite with coloured stones and precious metals, the brand balances between pushing boundaries and paying homage to ageless themes of heritage. Its bestselling item is none but the jadeite bangle. “It’s because the jadeite bangle is iconic to Chinese women – it’s an everyday staple that brings protection to the wearer and we’ve taken that staple and put a very design-driven, modern spin to it,” explained Choo.
Aside from regular fine jewellery, the brand also caters to the need of brides-to-be. A highlight of their wedding jewellery collection is their unique jadeite Si Dian Jin, which is a four-piece bridal jewellery set in the Teochew tradition that includes a bangle, a pair of earrings, a ring and a necklace. While ‘si dian jin’ is typically made with solid yellow gold, Choo’s jadeite version provides an alternative choice for brides and the jewellery can be easily worn in any occasion after the big day. Currently the brand is engaging about 50 artisans scattered across Southeast Asia. Apart from their retail store they also run an online shop and a blogging platform where they frequently share gemstone and jewellery knowledge and updates. Will the brand expand overseas in the future? “Yes, Hong Kong will be our first international market,” she said.
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