Photo Credit: David Goh @davidgohstudio
As the founder of SOAMI, I’ve dedicated my career to creating a brand that is iconic yet relatable. The brand embodies the essence of personal expression through timeless jewelry. SOAMI was born out of a passion for design and a desire to offer unique artisanal pieces that resonate with people - that they can wear SOAMI and be elevated and empowered to embody their highest self. Every piece in our collection is a reflection of meticulous craftsmanship and thoughtful design, aimed at seducing the mind and inspiring connection.
My journey began with a deep desire to create a brand that would enchant and inspire. Jewellery has never been a frivolous adornment to me; it’s a form of art, a means of self-expression, and a way to carry meaning and memories with you. SOAMI was created to fill that special place in people’s lives—where beauty meets significance, and where style meets substance.
On this journey, since the founding of the brand in 2017, I have been so fortunate to cross paths and collaborate with some of most talented human beings and creatives, and engage with a community of loyal customers - who are part of our SOAMI Insiders Club - who share our values and support our direction.
Looking ahead, my vision for SOAMI is to continue expanding our reach. Beyond introducing captivating new collections, I am committed to collaborating with my passionate team to craft experiences and explore groundbreaking ideas that inspire and connect with our audience on a deeper level. Our goal is to create more than just jewellery—my aspiration for SOAMI, and for those who believe in us, is for us to constantly grow together, shake the industry, and make a lasting impact on the world through the work that we do.
Outside of work I am passionate about many things - community, being active in dance and bouldering, reading, journaling, music (jazz, R&B, afro), poetry, and people watching. I believe in the art of observation and have a constant curiousity about life and love, and am on a never-ending journey of growth and self-discovery.
The SOAMI flagship store is located at:
252 North Bridge Road, Raffles City, #03-27, Singapore 179103