Taking Choo Yilin Beyond Singapore
Choo Yilin, the brand, began when our Founder, Yilin, was living in the north of Thailand, where she had relocated with her husband for his job. While in Thailand, Yilin was involved in developmental aid, which drove her desire to tell stories of the communities she worked with. She began to work with hilltribe artisans to bring these stories and designs to life.
Jewellery has always been the brand’s medium for telling these stories, but its beginnings were with craftwork of different materials before it answered its calling for an iconic Asian gem which would become Choo Yilin’s hallmark - Type A Jadeite, the most valuable and organic form of jade.
In 2014, the very first Peranakan Collection was launched, inspired by the various influences found in heritage-rich neighbourhood, Joo Chiat, which has always been home to Yilin and her family, and is also where the brand first began in Singapore. Subsequently, design inspirations came from the heritage and cultures of not only Joo Chiat but from the nation as whole.
“With each piece, we hoped to capture the delicate hand-embroidered lace of an actual kebaya, a beautiful garment worn all over the region, through the intricate detail in our metalwork, and in the colours that compliment Asian skin tones brilliantly; colours that you’ve shared with us that you love.”
(The Kebaya Collection with designer clothing from NH by Nurita Harith)
(The Peranakan Lace Pearl Drop Earrings and The Warisan Ring with designer clothing from the Aloha Raya Collection by Blubelle)
The Cherry Blossom Branch Ring with a designer kurung by Petra
The Peranakan Lace bangle with a designer kurung by Petra
As our inspirations fuel us to go further, we have taken our desire to embrace South-East Asian stories through a series of collaborations with some of the region’s top fashion designers. There’s just something remarkably stunning when designs meld effortlessly to tell vibrant, and absolutely unique tales that resonate with so many of us in Asia.
““We cannot think of anything more fitting than launching these collaborations with the unbelievably talented Malaysian Designers in celebration of Hari Raya, one of the most revered events celebrated by millions of people and cultures around the world.” - Founder, Choo Yilin”
It was such a privilege and joy to have worked with these designers and En Pointe Co for En Pointe Co’s Raya 2018 campaign. This entrancing visual by Mustard Media below showcases all the designers involved in this campaign:
The Cherry Blossom Bangle and Cherry Blossom Branch Ring with designer clothing from the Eid Luxe 2018 Collection by Syomirizwa Gupta
We were also honoured to be invited as the official jewellery partner for Society A’s Raya 2018 designer showcase at Ngee Ann City.
The Peranakan and Kebaya Collections with a designer gown by Alia Bastamam
The Cherry Blossom Collection with designer clothing from the Eid 2018 Collection by Khoon Hooi
A grand new journey for Choo Yilin
It is just the beginning.
Stay close as we embark on more journeys of inspiration and storytelling over the next couple of months, pulling from the rich, multicultural heritage of our beloved region, Southeast Asia.
Raya 2018 Collaboration with En Pointe Co
Models: Sabrina Elman & Tiara Skadiang
Makeup: Ummi Nasir
Videography: Faris Fakri of Mustard Media
Location: The Sultan
Raya 2018 Collaboration with Society A
Models: Jasmine Wu & Sophie Lord
Makeup: NARS
Location: Society A, Ngee Ann City