About us

 

BRAND TONALITY

"Élégante Permanent Classique"

The JOA in the brand name comes from the prefix of the French word Joaillerie for jewelry and the suffix YR of the founder's French name Zephyr. Our jewelry is mainly made of 18-karat gold and natural gemstones, complemented by diamonds. Different from FMCG, we pay more attention to the durable classic jewelry, hoping that jewelry will become a self-sufficient and beautiful ornament for every queen. In terms of design concept, we combine the softness of Oriental beauty with the expression of the endless pursuit of beautiful values by contemporary women around the world.

 

BRAND CULTURE

"Ornaments are meaningless. It is the wearer who gives them meaning."

Shining is you, unique is you. Each person is a separate planet, fused to form this universe. Keeping a unique rayon is the cosmic philosophy of our existence.

 

BEAUTY WITH YOU

"You are inherently valuable , and wearing jewelry is only a way of expressing it."

What JOAYR hopes to co-create with you is that we find beauty, recognize beauty, express beauty, and cherish beauty.