What inspired you to start SIA Jewelry, and what was the motivation behind founding the brand?
SIA Jewelry began five years ago, at the midst of the pandemic. I was working as a graphic designer at the time, but with the world in flux and my family’s jewelry business needing support, I decided to step in. What started as a way to help soon became a passion. I launched SIA to start a new chapter—where I could bring a fresh perspective to the legacy I grew up around, all while being surrounded by beautiful, meaningful pieces every day.
Did you always have a background in jewelry design, or was this a passion that developed over time? What has your journey into the industry been like?
My professional background is actually in Graphic Design and Photography, which has taught me to see beauty in the details and sharpened my visual intuition. Over time, that creative foundation naturally evolved into jewelry design—something deeply personal and emotionally fulfilling, especially as I reconnected with my family’s heritage in this industry.
Can you share the meaning behind the name ‘SIA’? What does the brand stand for on a deeper level?
Our name ‘SIA’ is deeply personal to me, it combines the “S” from my name, Sindy, and the “A” from my mother’s name, Elsa. It’s also a nod to legacy. In some languages, ‘Sia’ translates to “light” or “blessings,” symbolizing the stories and memories we hope each piece carries forward.
How would you describe the philosophy behind your designs and the essence of SIA Jewelry?
Our design philosophy is rooted in the vision to create modern heirlooms—timeless pieces crafted to last for generations, yet designed for today’s wearer. With deep roots in our family’s craftsmanship and dedication to quality, each SIA piece blends contemporary elegance with a sense of permanence and sentiment.
Where do you draw inspiration from when creating your collections, and how do you translate those inspirations into your designs?
I find inspiration in the beauty of everyday life and the details I come across while traveling—architecture, textures, colors, even fleeting emotions. I absorb aesthetics from all over the world and reinterpret them into wearable stories that resonate on a personal level.
Can you walk us through your creative process when designing a piece or an entire collection?
My creative process usually begins with a feeling or visual spark—whether it’s from a place, a memory, or a vintage piece I’ve come across. I sketch intuitively, thinking about how the piece can feel both beautiful, unique and meaningful. From there, I collaborate closely with our goldsmiths and stone setters to bring each design to life, making sure craftsmanship and storytelling are equally honored.
Who is the SIA muse? How do you define her, and how does she influence your creations?
My grandmother is my ultimate muse. She had a quiet strength and a deep love for jewelry, her collection of timeless pieces still inspire our designs today. She reminds me that jewels are more than just adornment—they’re emotional keepsakes and carriers of life’s most meaningful moments.
What does being a ‘SIA girl’ mean to you? How do you envision the women who wear your designs?
I envision a ‘SIA girl’ to be confident, modern, and emotionally connected to the pieces she wears. She mixes trends with timeless staples and wears jewelry not just to look good, but to feel anchored. Whether it’s a locket holding a memory or a diamond that marks a moment, her jewels always become a part of her life story.
How would you position SIA Jewelry in today’s market? What sets it apart from other brands?
I see SIA as a bridge of heritage and modernity, embodying an intersection of quality and accessibility. We never compromise on quality for style, we honor traditional craftsmanship by using 18K solid gold and natural stones, ensuring every piece reflects timeless artistry, while committing at fair pricing. Unlike mass brands or fast fashion, every SIA piece is made to be loved, kept, and passed down, not just worn and replaced.
When you think about the future of SIA Jewelry, where do you see the brand heading in the next 5 years?
I envision SIA growing both locally in Hong Kong and globally—reaching new markets while building deeper connections with our community through in-person experiences. With our upcoming flagship store in Central Hong Kong, we’re looking forward to more purposeful interactions and potential collaborations that celebrate craftsmanship and authenticity.