Monday, April 18, 2011

The story behind our inaugural Tree Series

A recurring challenge for our ready-to-wear collections is to communicate themes of sustainability through visually arresting pieces of jewellery. Thus, given that United Nations had declared 2011 as the Year of The Forest, it seemed only  natural to devote this year's RTW collections to the theme.

The UN marks deforestation as a global phenomenon for concern but it's not a theme that we, as urbanites, think of. The fact of the matter is that all lives are impacted by deforestation, on both an environmental and economic level; we hope, through this collection, to raise awareness of the issue.

There is much that urbanites can choose to do, from 'consider(ing) the environment before printing' with each e-mail to purchasing recycled paper products. Now, with WWF's Plant A Baby Tree campaign, anyone can take an active part towards reforestation. On our part, we are planting a baby tree for every person who makes a purchase of our Tree Series through us. Once planted, the baby tree may be seen and tracked on Google maps. 

Our inaugural Tree Series is very characteristic of our aesthetic of organic asymmetry. For the first time, an entire series has been done in bronze -- the natural luster of bronze goes far to imitate the bark of a tree, yet gives it that hint of antiquity and a sculptural suggestion. Coupled with luminous hand-cut gemstones, this collection is a step closer to nature yet with the glamour you've come to expect from us.

For more pictures of the collection, please visit our facebook album

Wednesday, April 13, 2011

Two media shout-outs

Our twirled flower jade bangles get some love from Style, Singapore. 
April 2011

Shout out about our work with reclaimed metal in Urban, The Straits Times, Singapore. 
March 25, 2011

24 Apr 2011: Fashion That's Treely Yours

Please click image if you would like to enlarge it. 

Sustainable luxury jewellery brand Choo Yilin and womenswear label Ong Shunmugam come together in an independent cultural and social space in Little India to demonstrate that fashion and sustainable forestry can be interrelated. Choo Yilin's inaugural Tree Series features textured bronze and antique yellow gold that resembles tree bark and vines and is an homage to the UN's dedication to 2011 as the Year Of the Forest.

Ong Shunmugam releases its first Cheongsam collection, offering new perspectives on a timeless favourite. Cheongsams our mothers used to wear inspire classic cuts but this time in surprising fabrication and colours. To recognise the Year of the Forest, Ong Shunmugam experiments with soy fabric, - a byproduct of the soy food industry and a regenerated fibre from renewable and biodegradable resources - a small way of highlighting the positive link between responsible soy production and fashion.

The materiality that the designers use illustrates that even though urban fashionistas' lives may not be directly reliant on forests, everyone's lives are inevitably interlinked. Choo Yilin and Ong Shunmugam are supporters of World Wildlife Fund's Plant A Baby Tree Campaign. Anyone who purchases pieces that day will have a baby tree planted in their name.

Show Room. Post-Museum
107 Rowell Road
Singapore 208031

1300 - 1800 hrs.

gloria(at!) or 9112 8117 -- Choo Yilin Artisan Jewellery
p(at!) or 8400 0040 -- Ong Shunmugam

Saturday, April 2, 2011

Project Infinity Moonstone

P is probably one of our most unorthodox clients ever. She came to us throwing out all the rules of what traditional engagement and wedding rings were meant to be. Instead, her request was a moonstone (initially to be set with amethysts which we vetoed) because it held great symbolic meaning for her fiance, N, and her. Apart from that, she allowed us carte blanche. 

Because the moonstone is an incredibly soft stone, we had to find ways to protect it from potential knocks. Also, because the moonstone is traditionally not regarded as luxe, it was a challenge to transform this generally humble stone to something befitting of the significance of the event. P's a big fan of all things organic and natural and thus, in line with the UN's International Year of The Forest, we continued with the forestry theme but this time with a generous amount of vines creeping to protect the side of the moonstone. 

The gemstone used was a highly lustrous white-grey moonstone with flashes of blue and embellished further with tiny white diamonds and set in 18KT rose and yellow gold.