Sunday, January 29, 2012

Zaobao Fukan, Singapore. August, 2011.

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Here's an interview with Y in Zaobao Fukan; a rare one where she talks about making the label sustainable.


Luxurious and Sustainable Jewellery


Three years ago, jewellery designer Choo Yilin started her own label ‘’Choo Yilin Artisan Jewellery’’ and worked with the Karen Hill Tribe in making jewellery in silver. The label uses reclaimed metals and fuses jewellery designs with concepts of sustainability.


Yilin’s passion in designing jewellery started since young and has since self-taught the skill. In 2008, she left her job as a political analyst and joined her husband to live in Thailand. During her involvement in local voluntary work, Yilin was introduced to the Karen Hill Tribe (a poor minority group in Northern Thailand) and their traditional and artisanal skill in making silver jewellery. When Yilin returned to Singapore, she decided to set up her own jewellery label. She collaborated with jewellery craftsmen from the Karen Hill Tribe under the fair trade agreement thus enabling a steady flow of income for the Karen people and preventing the loss of a traditional and artisanal jewellery making skill set.


Says Principal Designer Choo Yilin, “Working with the Karen people allowed the label’s designs to showcase the leading trend in today’s fashion industry; the fusion of old and new.



Buying reclaimed metals from refining fields


Yilin was inspired by the Karen people to introduce jewellery designs that are luxurious and yet sustainable. She bought reclaimed metals from refining fields in Thailand instead of plants that produce pure gold and silver. Says Yilin, “The metal is melted down from unwanted electronic products, circuit-boards and unwanted jewellery. However, the quality of the end product is exactly the same as that from the mining plants and the use of reclaimed metal help to minimize damage to Mother Earth significantly. Do you know that in gold mining, every 10 grams of 18KT gold produces 20 kilo tonnes of wastage?


Most jewellery labels pursue gemstones that are flawless. Yilin, however, goes against the norm and selects gemstones that are faceted and textured. The label’s philosophy is that while life is beautiful, it can be imperfect and we should embrace it. This belief is reflected by the use of heavily textured metals and organic asymmetry in the label’s jewellery designs.

Since the start of the label, Choo Yilin Artisan Jewellery has introduced a total of seven collections with over hundred designs of earrings, necklaces, rings and many more. The smaller pieces start at 195SGD and the statement ones at 650SGD. The label also provides bespoke services starting at 2500SGD.


Says Yilin, “The customer profile for the label is women aged 20 to 50 who have strong personal fashion style. They do not blindly pursue branded labels but instead wish to convey their stand through our jewellery.”



Using jewellery designs to enrich the public about sustainability.


The next important step for the label is to collaborate with non-profit organizations to spread the importance of conservation via jewellery designs. The label has collaborated with the World Wildlife Fund (WWF) in launching a collection that is inspired by trees and at the same time paying homage to UN’s declaration that the year is the Year of Forest. The soon-to-be-launched Pebble Collection has also been inspired by Mother Nature; the humble pebble.


Says Yilin, “The top two consideration factors when Singaporeans shop for jewellery are price and design. I hope to influence their shopping habits gradually by fusing sustainability and conservation with our jewellery. “

Sunday, January 22, 2012

Style, Singapore. January, 2012.

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We love Style's cover this January, with their flower print headline to herald Chinese New Year! Our Birthstone earrings get some love in this issue, thanks C!

Tuesday, January 17, 2012

Business Times, Singapore. December, 2011.

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Our Birthstone collection gets some love courtesy of D, in the Business Times for eco-friendly gift ideas.

Thursday, January 12, 2012

Project Engagement New York

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We received an e-mail from lovely T a couple of months ago who had found us through the internet. As she was based in New York, we communicated entirely through skype and e-mail. She and her boyfriend, D, were an absolutely amazing couple to work with -- amongst other things, they responded with detailed, organised pdf files(!) to our queries. Equally, we were extremely touched by the absolute trust they placed in us without having met us in person, nor having a single acquaintance in common.



T, like so many of our clients (and us!), loved the shabby-chic aesthetic. Thus, our aim for this project was to incorporate our signature diamond-studded leaves into the piece whilst keeping things fresh. We came up with the idea of having a filigree cut-out for the shank, keeping the detailed, dainty artisanal aesthetic that brings to mind of times past.



The unheated blue-green sapphire we picked out for her was unparalleled in its luster and brilliance and in this case, it seemed a crime to do anything to detract from its brilliance. We left the top of the ring empty, with only the tiniest bits of the diamond-studded leaves creeping up to cusp the stone.


And here, ladies and gentlemen, is Project Engagement New York, now safely on the hands of T.

Saturday, January 7, 2012

Fashion x Chinese New Year: jos + rachel & Choo Yilin

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Join us on a Chinese New Year event with jos + rachel at their new loft on Seah Street.

jos + rachel offers dresses with touches of lace and modern interpretations of traditional Chinese cheongsams through silk chiffon and crepe. The colour palette features cobalt blue, red, lemon yellow, and fuchsia and lilac pink.

Choo Yilin's jade series gets inspired by the ubiquitous cheongsam this year. Featuring Chinese knots, intricate frog buttons and piping, we tell the story of the cheongsam through jewellery and jade.

HarriAnn's Delight's secret reciped version of pineapple tarts, kueh bangkit, almond cookies and love letters sell out consistently every year, but Auntie and Uncle are reserving bottles for the party that day. Also, at our request, she's bringing chocolate ondeh-ondeh too! To avoid disappointment, please let us what you'd like to reserve by 10th Jan.

Date:
14th January, Saturday

Time:
1100hrs to 1800hrs

Venue:
jos + rachel
38A Seah Street
Singapore 188394
(opposite Raffles Hotel)

RSVP:
gloria(at!)chooyilin.com
(+65) 9112 8117
or
The Facebook Event Page

Wednesday, January 4, 2012

Simply Her, Singapore. January, 2012.

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Three cheers for our first media mention of the year; many thanks to C from Simply Her for this gorgeous feature on jade!

Psst, stay tuned for our next jade launch-- it'll be here before you know it!