Many Asians, especially the ethnic Chinese, are familiar with jade, having seen it adorning our grandparents’ wrists and necks. Thus, it’s no surprise that the stone is often associated with older people. Nevertheless, one jewellery brand owner in Singapore wants to inject modernity into the stone.
Genevie Yeo, the founder and CEO of Gen.K Jewelry, hopes to bridge the gap between heritage and modernity through her designs. She says, “We are giving the jade stone a new lease of life. Gen.K Jewelry presents it in whimsical arrangements and modern silhouettes with brilliant metals embellished with semi-precious gemstones that intermingle in dazzling blends of colours.”
To appeal to younger clientele, the brand combines jade with softer hues, such as white and lavender shades, and marries the updated aesthetics with modern designs.
The source of inspiration for the designs? Her customers. To better understand their clients, Yeo and her team not only observe and listen to their aspirations and feedback at the flagship store in Capitol Singapore, but also find inspiration through the interactions.
Given her success on the scene, you might think her journey into the world of jewellery was mapped out since young. However, it was her sister, who majored in jewellery design and silversmithing at Nanyang Academy of Fine Arts, that piqued her interest in jewellery.
Prior to launching the brand in 2014, she spent a decade in the corporate world, working in renowned tech companies around the globe. She pursued her passion by handcrafting jewellery as a hobby and side hustle, displaying her creations at local bazaars, even when she had a full-time job.
“After 10 years in the corporate industry, I realised that the pressure and demands of my work were diminishing and capping my artistic capabilities. So I made a bold move to leave the corporate world and launch Gen.K Jewelry. My dream was to design and craft jewellery pieces that could artfully amalgamate traditional craftsmanship and sophisticated modern designs.”
Genevie Yeo sheds light on her decision to launching her own jewellery line
Within a year, the brand opened its first physical retail store in a shared shophouse at Seah Street, which was leased by her sister for her own fashion label. They later had a full shopfront at Pacific Plaza before moving to their current location in 2021, occupying three full units now.
Yeo runs the brand with her sister, who is also her business partner and the chief designing director. While they share a close relationship, she admits that they do have disagreements from time to time when it comes to managing the business.
“However, we make sure not to bear any grudges at the end of the day. We are both working towards a common goal, so we will always find a way to resolve any conflict that may arise.”
The team has expanded since its launch nine years ago. Yeo, who previously managed all aspects of her business, now empowers her employees to contribute ideas to grow the business so they are not limited to their assigned tasks.
She says, “It is not easy to recruit the right people who share the same vision and goal for the label as I am particular about good customer service.”
She echoes her appreciation for her team in her advice to budding entrepreneurs. “We should surround ourselves with like-minded team players and supportive networks to build our portfolio and business,” Yeo says.
“Take small but steady steps and never be afraid to fail. Work around your financial means but with a clear goal in mind. I am a firm believer in not getting oneself into unmanageable debt.”
Photographer: Mun Kong
Photographer’s assistant: Hizuan Zailani
Videographer: Alicia Chong
Producer: Adora Wong
Styling: Chia Wei Choong
Makeup: Keith Bryant Lee using Bobbi Browbn
Hair: Christvian Goh using Keune Haircosmetics
Music: Everything Greener by Daniel Fridell
