Choo Yilin

Choo Yilin is a Singapore-based fine jewelry company founded in 2009.[1] It first became known for its modern take on traditional jade jewelry, and has subsequently also created jewelry using other gemstones such as spinels and pearls.[2] In October 2019, the brand announced that it would be going on an indefinite hiatus.[3]

Choo Yilin
IndustryJewellery
Founded2009
Founders
  • Choo Yilin
HeadquartersSingapore
ProductsJade Jewellery
Websitehttps://chooyilin.com/

History

Establishment

The brand was created in 2009 by founder Choo Yilin, who created her eponymous brand with the intention of modernising jade jewelry. She has cited both the gemstone's cultural significance in Asia and the need to create a link between the traditional stone and the style of the modern day, because "the younger generation do not have that sort of emotional connection with [jade] because they always associate it with their grandmothers."[4]

In addition, founder Choo Yilin has also expressed the desire to promote the appreciation of jade outside of Asia, by "creating jade pieces in such a way that it can connect deeply with a non-Chinese audience as well... to show the world that jade is beautiful beyond cultural borders."[5]

Awards & Impact

In 2010, Choo Yilin was nominated for the Mort Abelson design award for jewelry, the first Asian designer to have done so.[6] The brand was also named one of Singapore Tatler's 10 Best Singapore Jewellers in 2017, 2018, and 2019.[7]

In 2018, Choo Yilin's pieces were worn by Singaporean actress Janice Koh to the LA premiere of the movie Crazy Rich Asians.[8] A subsequent media campaign by the Singapore Tourism Board also featured the brand's jewelry.[9]

Choo Yilin has also been commissioned by the Singapore Tourism Board and the Singapore Ministry of Foreign Affairs to design and produce jewelry pieces for prominent individuals such as Amanda Seyfried, Maria Sharapova, Serena Williams, and Sasha and Malia Obama.[10]

Collaborations

Choo Yilin has created special jewelry collections in collaboration with YTL Hotels and Singapore Airlines.[11]

International Reach

The brand has showcased its work at jewelry shows in London,[12] New York and Paris.[13]

In 2017, Choo Yilin was invited by the Singapore Tourism Board to be one of seven Singaporean designers to showcase their work at an exposition in New York City.

In September 2019, the brand announced plans to expand to other markets, including Malaysia and the United States.[14]

Indefinite Closure

In October 2019, the brand announced that it would be taking an indefinite hiatus. Founder Yilin Choo has reportedly stated that the hiatus is not for financial reasons. Instead, the brand will "work on ‘laying the foundations for Choo Yilin v2.0, the next chapter of our journey of love, heritage, and becoming.’"[15]

Jewelry

Jade

Choo Yilin is primarily known for its jade jewellery.[16] It uses Type A jadeite sourced from Myanmar that is custom-cut for the brand.[17]

Designs

The brand's jewelry often uses traditional Peranakan motifs, which are of cultural significance to people in the Southeast Asia region.[18] Other motifs include Asian botanicals such as bamboo and cherry blossom.[19]

While it was still operational, Choo Yilin also offered bespoke services for its jewelry pieces, and is particularly well known for its customised Si Dian Jin, a set of four jewelry pieces that are an integral part of a Chinese bride's traditional wedding trousseau.[20][21]

References
  1. hermes (2015-07-23). "Telling stories through jade". The Straits Times. Retrieved 2019-09-28.
  2. "Singapore jeweller Choo Yilin announces an indefinite break and promises a new jade journey". Lifestyle Asia. 2019-10-07. Retrieved 2019-11-15.
  3. "Singapore jeweller Choo Yilin announces an indefinite break and promises a new jade journey". Lifestyle Asia. 2019-10-07. Retrieved 2019-11-15.
  4. hermes (2015-07-23). "Telling stories through jade". The Straits Times. Retrieved 2019-09-29.
  5. hermesauto (2019-09-05). "Proudly local, female-fronted brands The Wedding Atelier and Choo Yilin set sight on expansion". The Straits Times. Retrieved 2019-09-29.
  6. "A renaissance for Singapore's jewellers". TODAYonline. Retrieved 2019-09-28.
  7. Wong, Nicolette (2018-09-01). "The Tatler 10: Singapore's Best Jewellers For 2018". Singapore Tatler. Retrieved 2019-09-29.
  8. hermesauto (2018-08-08). "Crazy Rich Asians movie premieres in LA with Singaporean stars taking to red carpet". The Straits Times. Retrieved 2019-10-01.
  9. Crazy Rich Experiences in Singapore with Janice Koh, retrieved 2019-10-01
  10. Wong, Nicolette (2018-09-01). "The Tatler 10: Singapore's Best Jewellers For 2018". Singapore Tatler. Retrieved 2019-09-29.
  11. hermesauto (2019-09-05). "Proudly local, female-fronted brands The Wedding Atelier and Choo Yilin set sight on expansion". The Straits Times. Retrieved 2019-09-29.
  12. "Singapore jeweller Choo Yilin to showcase at London Jewellery Week". Her World. Retrieved 2019-09-29.
  13. "Choo Yilin Artisan Jewellery to show at Tranoï in Paris". Her World. Retrieved 2019-09-29.
  14. hermesauto (2019-09-05). "Proudly local, female-fronted brands The Wedding Atelier and Choo Yilin set sight on expansion". The Straits Times. Retrieved 2019-09-28.
  15. "Singapore jeweller Choo Yilin announces an indefinite break and promises a new jade journey". Lifestyle Asia. 2019-10-07. Retrieved 2019-11-15.
  16. "Singapore jeweller Choo Yilin announces an indefinite break and promises a new jade journey". Lifestyle Asia. 2019-10-07. Retrieved 2019-11-15.
  17. "The Roaring Thirties reimagined in a collection of pearl and jade jewellery". CNA Luxury. Retrieved 2019-09-29.
  18. hermes (2017-02-16). "Peranakan culture on display in jewellery". The Straits Times. Retrieved 2019-09-29.
  19. Yusup, Aznim Ruhana Md (2019-06-14). "Modern jade jewellery for all". NST Online. Retrieved 2019-09-29.
  20. hermes (2015-07-23). "Telling stories through jade". The Straits Times. Retrieved 2019-09-29.
  21. Yusof, Helmi (2018-08-03). "Gems For Generations". The Business Times. Retrieved 2019-09-29.
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