Samantha, can you share what first inspired you to pursue a career in jewelry design at such a young age?

I was born into a family deeply rooted in the jewelry industry. From an early age, I spent countless hours in my family’s factories in both New York and China, absorbing the craft and artistry of jewelry making. It was more than just a business to me; it was a love affair. The process of transforming raw materials into something meaningful, something that could tell a story, captivated me. It felt natural to continue that legacy, but with my own vision and style.

You mentioned that wax carving captured your interest during your studies. What is it about this technique that resonates with you creatively?

Wax carving is a centuries-old craft that demands patience and precision. What I love about it is how it allows me to bring an idea from my mind into the physical world in such an intricate way. It’s like imprinting a memory onto the material. There’s a timeless quality to the technique, a deep connection to artisans of the past, which I find incredibly inspiring. Wax carving also offers a level of detail and customization that I feel truly elevates each piece, making it one-of-a-kind.

Your brand focuses on adventure and enchantment. How do you translate these themes into your jewelry collections?

Adventure and enchantment are at the heart of everything we create at Samantha Siu New York. Each piece is inspired by my travels—whether it's the historic streets of Rome, or koi ponds in China. I translate these experiences into designs by focusing on storytelling. I want the person wearing our jewelry to feel like they're carrying a piece of the world with them, something filled with beauty and meaning. Our reversible back necklaces, for example, are designed to symbolize duality and transformation—just like the journeys we embark on.

Can you elaborate on how your brand ensures social and ethical responsibility in your production processes?

At Samantha Siu New York, social and ethical responsibility is deeply woven into everything we do. Our jewelry is sustainable by design, made to transform buying habits by encouraging consumers to invest in fewer, higher-quality pieces that last a lifetime. Each piece is crafted to be worn in multiple ways, extending its life and versatility, which allows our customers to express their style in different ways without the need for excess.We also prioritize the use of high-quality materials that not only ensure longevity but also help minimize waste. By focusing on timeless designs and craftsmanship, we aim to shift the narrative toward mindful consumption. Additionally, we work closely with artisans and craftsmen who share our values, ensuring ethical practices are maintained throughout the production process, from sourcing to final creation. We ensure that our materials are ethically sourced and work closely with local artisans in Thailand, who uphold traditional craftsmanship techniques. We also give back through our philanthropy efforts, where 10% of the net profit from our "A Love Affair" collection is donated to the Phoenix International Foundation. This foundation supports global initiatives like medical care for children, education through STEM kits in Cambodia, and animal conservation efforts for Asian elephants. It's important to us that each piece we create contributes positively to the world.

What drew you to work with craftsmen in Thailand, and how do you maintain quality and craftsmanship standards across borders?

Thailand has a rich history of jewelry craftsmanship, and I was drawn to their incredible attention to detail and traditional techniques. Working with artisans in Thailand has been a rewarding partnership because they understand the value of slow, deliberate craftsmanship—something that aligns with my vision. We maintain our quality standards through consistent collaboration and a shared commitment to excellence. It takes months to create each piece, and we never rush the process. Every necklace undergoes rigorous quality checks to ensure it meets the highest standards before it reaches our customers.

Who or what are your biggest inspirations when designing new pieces for your collections?

Travel is my biggest inspiration—seeing the world, experiencing different cultures, and observing how beauty manifests across borders. I’m also inspired by history and the craftsmanship of ancient civilizations. Wax carving, for example, dates back to before 4,000 B.C. in Asia and the Middle East, and I’m fascinated by how such old-world techniques can still create something fresh and modern. I’m also deeply inspired by the people who wear our pieces. Seeing how our customers bring their own personalities into the way they style the jewelry is a constant source of motivation.

Can you walk us through your design process, from concept to completion?

It always starts with a story or an inspiration—whether it's from a place I’ve visited, an art form, or a moment in history. I sketch my ideas, thinking about how the piece will be worn and how it will resonate emotionally with the wearer. After that, I move to wax carving, where the design really begins to take shape. This step is about precision and allowing the concept to evolve. Once the carving is complete, we cast the design and work with our artisans to select the finest stones. Finally, the piece is meticulously assembled and undergoes a series of quality checks before it’s ready for our customers.

 What are some of the biggest challenges you face as a jewelry designer in today’s market?

One of the biggest challenges is balancing tradition with innovation. I want to honor the craftsmanship and artistry that goes into every piece, but I also need to stay relevant in an ever-changing market. The rise of fast fashion and mass-produced jewelry has created a demand for quicker production, but we’re committed to taking our time to create pieces that last a lifetime.

How do you see the future of fine jewelry evolving, especially with the rise of technology and changing consumer values?

I believe the future of fine jewelry lies in the marriage of tradition and technology. Customers are looking for pieces that not only make a statement but also align with their values, whether that’s sustainability, ethical sourcing, or craftsmanship. Technology allows us to innovate in ways that weren't possible before—whether it's through advanced design techniques or sustainable production methods. However, I think the core of fine jewelry will always be about personal connection and the stories behind each piece.

How do you engage with your customers to ensure your pieces resonate with them emotionally?

I believe in building a personal connection with our customers. We engage with them through storytelling, both in our designs and in the way we communicate through social media and events. Our bespoke services also allow clients to create custom pieces that reflect their personal journeys, which deepens the emotional connection to the jewelry. We listen to their feedback, and their unique ways of styling our pieces inspire us to continue innovating.

How would you describe your personal style, and how does it influence your designs?

My personal style is a blend of classic elegance with a touch of the unexpected. I love pieces that are timeless but have a story to tell or an element of surprise. This is reflected in my designs, especially with our multi-wear necklaces that offer versatility and unique functionality. I believe jewelry should be bold.

What advice would you give to young designers looking to make their mark in the jewelry industry?

My biggest piece of advice for young designers is to stay true to your vision and embrace your unique voice. The jewelry industry is filled with trends, but it's the designers who bring something personal and distinctive to the table who truly stand out. Don't be afraid to experiment, push boundaries, and draw inspiration from your own experiences—whether that’s through your travels, culture, or personal passions.