After hitting its ten-year landmark, local jewellery house Choo Yilin announced on social media that it will be ‘pressing pause’ on its operations for an indefinite period. The post continued that the hiatus will be for reflecting on the direction of its ‘craft and storytelling’ in its next chapter.
The brand debuted in 2009 and shot to fame for its revolutionary take on traditional jade jewellery with delicate bangles and rings. The oeuvre eventually expanded to accommodate Peranakan designs and other gemstones like pearls, spinels and semi-precious stones. Its jade-centric collections remain the brand’s best-seller. Choo Yilin has also become a popular go-to for modern si dian jin and engagement rings.
The break would also mean that the brand will be taking a step back from its usual operations. This includes closing its Mandarin Gallery boutique and online retail on 3rd November. Customers who require repair and maintenance works will be able to do so at the Joo Chiat branch till 30 November. Afterwards, the Joo Chiat atelier will be closed from next January and such requests will be accepted by appointment only on a monthly basis.
It’s a surprising development for the jewellery house, especially when the eponymous founder assures that the decision was made not because of financial reasons. Its latest four-piece collection, in collaboration with The Majestic Hotel KL, is nearly sold out.
The 37-year-old designer shared that the decision was made after discussions with ‘industry thought leaders, management consultants, and institutional investors.’
During this period, Choo adds that she is working on ‘laying the foundations for Choo Yilin v2.0, the next chapter of our journey of love, heritage, and becoming.’ This also includes plans to write a book on jade and conceptualising a jewellery exhibition with a museum.
Details for existing customers are all mapped out but future plans for the brand are under wraps.
“At this point in time, we cannot say for certain how long or short exactly our hiatus will be, but we promise we’ll be back,” Choo adds. “Rest assured that as we begin to map out the next chapters, we will be documenting our thoughts and plans on our platforms.”
Amidst all this, one thing is for sure. Jade will remain at the very core of what Choo Yilin does.