A New Malaysian Fine Jewellery Brand Makes Its Debut

BANGSAR, Malaysia - March 31, 2016 - PRLog -- The Straits Finery makes its debut today as a fine jewellery brand with the launch of its Luna Collection.  Simplicity and authenticity is reflected throughout the brand with the use of precious metals in 14 karat gold and sterling silver to create minimalist designs that are wearable yet refined. The collection is available online on its e-commerce website (www.thestraitsfinery.com) and at I Love Snackfood, a lifestyle store in Kuala Lumpur's trendy and affluent Bangsar suburb.

As the name suggests, The Luna Collection takes inspiration from the moon and nature's most basic shape, the circle. The collection features nine minimalist stacking ring designs, two delicate necklaces and three pairs of earrings. All are available in solid 14-karat gold and sterling silver.

Founders of The Straits Finery, Chern and Amira, observed that today's women have an appreciation for fine everyday jewellery that is versatile yet timeless, and it was at that point that the idea of modern classic fine jewellery began to take shape. They sought to create fine jewellery that is able to take the wearer across occasions, from work to play, without being ostentatious.

Co-founder and design lead Foo Chia Chern said, "Amira and I are avid fans of keeping things simple; which is the business mantra and design inspiration for the brand. Each design is pared down to its bare minimum, creating deceptively basic shapes that still make a statement."

"Because we also believe that every woman should have the freedom to style jewellery to their own unique aesthetic, every piece in the The Straits Finery collection is handcrafted to stack perfectly with each other - to have stacking rings that actually stack. The same principal rings true for the necklaces and earrings in our collection as well," added Amira, co-founder and business lead.

Because of the delicate nature of The Straits Finery's jewellery, the brand turned to 14-karat solid gold as its metal of choice for its durability, functionality and integrity. Its yellow gold hue is subtle and brings out the best on all skin tones. It also matches perfectly with its second metal offering, sterling silver. This was a bold move for the founders, as it would be the first time 14-karat gold is used in the Malaysian market.

Having no prior experience in the jewellery industry, the founders see themselves as entrepreneurs in function and designers at heart.  Foo Chia Chern, a marketer turned mother, now heads the design aspects of the brand. Amira Yahaya heads the business aspects and is also a consumer insights consultant.

To fully immerse themselves into the business, they occasionally switch roles and even get involved in polishing each piece of jewellery to truly have a hand in every aspect of the business.  This is the basis of the brand culture - everything is authentic, with a personal touch every step of the way.

The Straits Finery plans to launch its second collection in November 2016.