While the brand identifies 2012 as its founding year, the corporate entity HER JEWELLERY PTE. LTD. was incorporated in Singapore on 7 January 2013, with wholesale and retail of costume jewellery listed among its business activities.24 This distinction accounts for the difference between the brand’s stated establishment date and its corporate registration records.

Her Jewellery was established by Amy Kua, a jewellery enthusiast who describes herself as a “crysophilist”. According to the company, Kua identified a market gap between high-priced fine jewellery and lower-quality costume jewellery. She created Her Jewellery to offer pieces that combine the quality and appearance associated with fine jewellery at price points suitable for frequent, everyday use.1

The company’s philosophy differs from traditional luxury jewellers by promoting jewellery as an element of ordinary daily life rather than solely an occasional luxury purchase. Its vision is to become a preferred jewellery brand while maintaining a focus on pieces capable of withstanding contemporary everyday demands.1

The company is currently registered and operates from TradeHub 21 on Boon Lay Way, Singapore. Its official contact and business address is listed as 18 Boon Lay Way, TradeHub 21.12

The central tenet of Her Jewellery is accessible quality. The brand posits that consumers should not have to choose between expensive fine jewellery and inexpensive items of inferior quality. Its business model occupies a middle ground, emphasising quality, appearance and durability while remaining comparatively affordable.

This philosophy underpins the mission to “craft alluring jewellery for everyday wear”. Her Jewellery maintains that its pieces are handcrafted in the tradition of earlier jewellery-making but designed for the demands of modern life.1 Consequently, the brand offers a broad customer proposition, catering to purchases for everyday accessories, personal gifts, commemorative items or affordable alternatives to higher-priced fine jewellery.

A primary material focus for Her Jewellery is 925 sterling silver. The company states that its jewellery is primarily made using this metal, with selected pieces featuring real-gold plating. Products are described as hypoallergenic and free of lead and nickel, with gold-plated items receiving additional plating intended to prolong their shine.1

The brand emphasises comfort and suitability for everyday wear, specifically noting that its jewellery is intended for customers with delicate or sensitive skin.1 However, as individual products utilise different materials and specifications, material claims apply according to the particular collection or product rather than universally across the entire catalogue.

Her Jewellery has developed a broad catalogue spanning multiple jewellery categories rather than concentrating on a single niche.

Earrings

Earrings constitute one of the brand’s largest product categories. The official online catalogue features hundreds of designs ranging from simple everyday pieces to decorative and themed options, including heart, star, horoscope and crystal motifs.1

Necklaces and Pendants

The brand offers necklaces and pendants in various styles, including gemstone, crystal and symbolic designs. Pendants also feature prominently in personalised and gift-oriented collections.1

Rings

The ring selection encompasses both everyday fashion rings and gemstone-focused designs. The catalogue includes classic bands alongside pieces incorporating birthstones, alexandrite, moissanite and crystal elements.1

Bracelets and Bangles

The bracelet collection comprises charm bracelets, bangles and other decorative designs. The official catalogue ranges from understated jewellery to more elaborate statement pieces.1

Watches

Watches and watch-style accessories have formed part of the broader product offering, extending the brand beyond conventional jewellery categories.2

Birthstone Collection

A distinctive category is the 12-month birthstone collection. The range includes earrings, pendants, bracelets and rings corresponding to specific months, providing a gifting and personalisation angle based on the recipient’s birth month.1

Moissanite Collection

Her Jewellery offers a dedicated Celesta Moissanite collection featuring solitaire-style earrings, pendants and rings. This collection adopts fine-jewellery styling while remaining substantially less expensive than many traditional diamond pieces.1

Alexandrite Collection

The brand specialises in alexandrite jewellery, with products including earrings, pendants and rings featuring colour-changing alexandrite. The gemstone’s ability to display different colours under varying lighting conditions is a key feature of this line.1

Everlasting Titanium

The Everlasting Titanium range includes rings, bangles, earrings and necklaces. This collection reflects the company’s interest in durable materials intended for regular use.1

Swarovski Crystal Jewellery

Her Jewellery incorporates Swarovski crystals in various designs. Retail descriptions highlight the use of these crystals alongside 925 sterling silver as a defining characteristic of the brand’s aesthetic.3

The design language of Her Jewellery is broadly feminine, accessible and occasion-flexible. Rather than adhering exclusively to minimalism or experimental design, the catalogue covers a wide spectrum of styles consistent with its positioning around everyday wear and gifting. Common themes include:

• Hearts and romantic motifs
• Stars and celestial imagery
• Birthstones and zodiac-inspired designs
• Solitaire-inspired settings
• Crystal jewellery
• Charm jewellery
• Classic rings and earrings
• Gold-plated designs
• Gift-oriented sets

This breadth allows customers to select options for ordinary outfits as well as celebrations and special occasions.1

Pricing strategy is a defining characteristic of Her Jewellery. The brand was explicitly created to address the price gap between fine and costume jewellery. The current online catalogue demonstrates this positioning, with numerous earrings, rings and bracelets priced in the tens of Singapore dollars, while moissanite pieces occupy a higher tier.1

Representative pricing on the official website includes birthstone earrings at approximately S$19.95, birthstone pendants at S$22.95 and birthstone rings at S$24.95. Celesta Moissanite pieces are positioned considerably higher, with several designs listed between S$127.95 and S$139.95. Prices are subject to change.1

This structure creates distinct tiers within the brand: entry-level jewellery, everyday gemstone and crystal jewellery, speciality materials, and moissanite or higher-value pieces. Consequently, Her Jewellery serves customers seeking inexpensive everyday accessories alongside those looking for products with a fine-jewellery appearance.

Her Jewellery operates its own e-commerce website, which functions as a comprehensive online catalogue and store with dedicated sections for various categories.1

The brand also maintains a presence on third-party platforms. It is available on ZALORA Singapore, where it is described as a local brand offering classic and elegant pieces at affordable prices.3 Additionally, Her Jewellery operates an official store on Shopee Singapore, where it has accumulated a substantial following and sales volume.

The brand is operated by HER JEWELLERY PTE. LTD., a Singapore-registered company. Corporate databases identify its UEN as 201300729Z and list its principal activity as wholesale of costume jewellery, with retail sale of costume jewellery as a secondary activity.4

The company’s registered and operating address is associated with TradeHub 21, 18 Boon Lay Way, Singapore 609966.12

It is necessary to distinguish the current company from an older business record for a similarly named HER JEWELLERY partnership. That partnership was registered in 2012 but is recorded as terminated; the currently operating private limited company is HER JEWELLERY PTE. LTD., incorporated in 2013.5

In the Singapore jewellery market, Her Jewellery is positioned as an affordable jewellery and gifting brand rather than a conventional high-jewellery house. Its competitive proposition offers accessible jewellery with a more premium appearance and material standard than typical low-cost fashion accessories.

The emphasis on sterling silver, gold plating, crystals and speciality gemstones allows the brand to occupy a space above disposable fashion accessories while remaining significantly more accessible than traditional luxury jewellery.

The product strategy of Her Jewellery targets several principal customer groups:

1. Everyday jewellery buyers: Customers seeking affordable pieces for regular wear.
2. Gift buyers: Individuals purchasing birthstones, romantic motifs, charms or jewellery sets.
3. Younger consumers: Shoppers attracted by accessible prices and trend-oriented designs.
4. Alternative fine jewellery seekers: Customers interested in moissanite, sterling silver and gemstone collections as affordable substitutes for traditional fine jewellery.
5. Occasion shoppers: Buyers looking for jewellery for birthdays, anniversaries and other special events.

The broad range enables the brand to appeal to customers across multiple price points rather than relying exclusively on high-value purchases.

The defining characteristic of Her Jewellery is its attempt to democratise the experience of wearing jewellery. Rather than treating jewellery purely as an investment or ceremonial object, the brand promotes the idea that attractive, well-made pieces can be part of everyday life. This philosophy dates to its founding, when Amy Kua sought to bridge the divide between expensive fine jewellery and lower-quality costume alternatives.1

The current assortment reflects this concept, placing affordable crystal and sterling-silver pieces alongside birthstone, alexandrite, titanium and moissanite collections. The result is a brand positioned between fashion jewellery and traditional fine jewellery, with affordability and everyday wearability central to its identity.1

1. About us – Her Jewellery
2. HER JEWELLERY PTE. LTD. (201300729Z)
3. Buy HER JEWELLERY Online | ZALORA Singapore
4. HER JEWELLERY PTE. LTD. (201300729Z) – Singapore Company
5. HER JEWELLERY | Companies House Registry Search