Trendsetter OWNING RICHNESS!

To Encapsulate The Narrative That Makes The Wearer The Walking Definition Of 'In A Room Full Of Art, Everyone Would Still Stare At You,' We Got The Chance To Have A Conversation With Samantha Siu.

- ISHITA KAMRA

Welcome to L’Officiel, Samantha! Starting from where everything began, what drew you to become a jewellery designer and then inspired you to start with your own brand?

My family guided me towards the jewellery industry during my teenage years, persuading me to pack jewellery pieces for a mere one cent a pop. They used to own factories in China and produced jewellery in large quantities for American department stores. However, after completing my college I fully immersed myself in this field’s design and production aspects. After college, I began my professional journey as a junior merchandiser, working alongside one of the industry’s most renowned merchandisers. This opportunity helped me understand, in a concrete manner, the immense importance of price, design, and marketing when we are selling the jewellery we create. Yet, what I witnessed within the industry disheartened me - a space where consumers were being consistently shortchanged by what stores were offering, as they were presenting the same designs season after season. At that moment, I resolved to utilize all the valuable experience I had been fortunate enough to accumulate and bring it to the masses.

At the beginning of your journey, did you think you would reach where you are now?

To be honest, at the beginning of my journey, I had expected to reach my current position faster. However, as the saying goes, “patience is a virtue.”

What’s been the biggest turning point in your career so far?