Jeanine Hsu, founder and creative director of Niin, started her journey into the world of sustainable jewelry over two decades ago, deeply inspired by the environmental destruction she saw during a trip to the Philippines. On a visit to a coastal village, Hsu witnessed fishermen’s wives collecting driftwood from the ocean, a practice that sparked her passion for sustainability and waste reduction.
Determined to make a difference, Hsu set out to create a jewelry brand that not only celebrated beauty but also honored the planet. Despite initial skepticism from industry experts, Hsu persevered, and today, Niin stands as a leader in sustainable luxury jewelry. The brand’s pieces are made using recycled metals, fair trade gemstones, and lab-grown diamonds (LGD), prioritizing eco-friendly methods like reduced water and energy use.
Niin’s commitment to sustainability extends beyond materials. The company ensures that every artisan receives fair wages and is part of a transparent, traceable supply chain. The brand’s core philosophy is to connect consumers with jewelry that has meaning, as Hsu explains: “Wood connects us to the earth, shells purify the environment, and quartz awakens the soul.”
Since its inception in Hong Kong in 2009 and its relocation to Bali in 2022, Niin has expanded its presence globally, now sold in over 30 countries. For Hsu, sustainability is not a trend but a movement that demands continuous effort and education, and she believes it’s the responsibility of designers and industry leaders to push this agenda forward.
As Niin continues to evolve, it stands as a powerful example of how luxury and sustainability can coexist, with each piece telling a story that transcends aesthetics and embraces a new way of thinking in the jewelry industry.