Choo Yilin, the visionary behind the eponymous fine jewellery brand founded in 2009, has firmly positioned herself as a leader in the realm of modern jade jewellery. Based in Singapore, her creations are celebrated not only for their exquisite craftsmanship but also for their ability to tell compelling stories rooted in Asian heritage.

Yilin’s work fuses traditional artistry with contemporary design, making jade—a material rich in cultural significance—a focal point of her collections. Handpicked Type A jadeite, vibrant gemstones, and delicate metalwork are the cornerstones of her creations, which have garnered attention internationally. Her pieces blend intricate designs with powerful narratives, from tributes to 15th-century Java to reimagined heirlooms inspired by Queen Victoria’s England.

Her brand's philosophy goes beyond the physical beauty of its jewellery. Yilin believes in telling stories through her work, stories that celebrate love, heritage, and transformation. Each piece is not only a visual work of art but a tangible connection to history and tradition.

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This dedication to heritage is most evident in her Estate Collection, which draws inspiration from historic jewellery, including iconic pieces from over a century ago, reinterpreted for the 21st century. These pieces, sourced with great care and often restored by artisans, evoke a sense of nostalgia and reverence for the past.

The brand’s recent strategy includes a more exclusive approach, with its limited-access Digital Trunk Shows (DTS), which began in 2020. These events are tailored to the brand's loyal community, providing early access to new collections, such as the upcoming Bangles & Botanicals show this October. This DTS is a celebration of the brand’s signature jade bangles and intricate botanical pieces, two cornerstones of Yilin's artistry.

"At every DTS, the bangles are the first to sell out with long waitlists,” said Yilin. “In response to the waitlists, we thought it would be lovely to create an event with a focus on our most iconic piece.”

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Making their first appearance since 2019 are the Cherry Blossom and Sakura Trio Bangles, with just four of these coveted pieces available. Additionally, the brand has reimagined its long sold-out classic oval jade bangle. The New Classic Oval Jade Bangle stands out for featuring Choo Yilin’s signature metalwork on the inside, rather than outside—making it ideal for everyday wear.

The homage to botanicals continues with the introduction of two new designs to the Choo Yilin universe. The first is the Warisan Sakura collection, where halos of diamonds are designed to resemble cherry blossom buds just before bloom, using pale pink Type A jade cabochon to mimic the blossoms. The second is the Old Cut Diamond Ring No. IX, the brand’s first diamond engagement ring, featuring an Old Mine Cut diamond inspired by a beloved Victorian piece in their Estate Library. This ring's setting, like its historical counterpart, is crafted to represent unfurled petals.

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“We are thrilled to introduce these two new pieces that build on history and heritage,” continued Yilin. “These are the two themes that define Choo Yilin’s whole reason for being.”

The Digital Trunk Show will go live at 10 AM (SGT) on 19th October 2024, Saturday, for two days only, exclusively on chooyilin.com.