Our Story

Dorky, Kinky, Funky

Brand Story

The spirit of JIWON CHOI is a mix of toughness and naivety influenced by love, heartbreaks, hedonism, teenage angst, and childhood fantasies. JIWON CHOI maintains the youth in you and make jewelry collections that are maximalist to give energy to your minimalistic everyday outfit. JIWON CHOI imagines to create jewelry that performs as modern day lucky charms. Sculpted and assembled all by hands, our jewelry is designed & made at our workshop based in Seoul.


About the Designer

Jiwon Choi studied at Ecole Cantonale d'art de Lausanne in Switzerland. After working with luxury fashion houses such as Hermès and Vacheron Constantin, she launched her own namesake jewelry brand in 2017. Today, her jewelry collection has shown on the runway in Tokyo and London Fashion Week, all created at a workshop in Seoul. As a kid, Jiwon was a tomboy girl obsessed with denim overalls and the Spice Girls growing up in LA in the 90’s.