The path to success was not always a paved road for designer Jeanine Hsu, founder of niin Jewelry. From the humble beginnings at London's Portobello Market to an exclusive collaboration with WWF, here is the unique story of a label like no other.

Raised in between London & Hong Kong as a child to her teen years, Jeanine always had an eye for design. She attended boarding school in Surrey, England then went to the Wimbledon College of Art to further her studies. Her talents gave her the opportunity to attend the prestigious Central St. Martin’s school in London to study sculpture and painting. Jeanine graduated in 2001 with a highly creative “Charlie & the Chocolate Factory” themed final year project.

Immediately following her graduation, Jeanine moved to Vienna, Austria and started her career in costume design. Working behind the scenes at various fashion shows in London during the same period helped her gain the experience, network and confidence as an artist and a designer.

The Early Stages – Trials & Tribulations

Jeanine got her first-hand experience selling Indian inspired jewelry for a friend at the famous Portebello market in London, and then selling her own jewelry picks from around the world. This experience was at times challenging - requiring her to wake up at 4am in the morning to get the best spot. However, the challenges proved very valuable when the idea of starting her brand emerged.

Yet her first years as an independent designer were not that easy. Jeanine’s first trip to India, from handicraft fairs to factories in pursuit of the perfect designs, was quite of a disappointment. Months later, the samples she received were of such terrible quality that she could not allow herself to sell them. With strong perseverance and a few more field trips across Asia, she tried again and eventually created her two labels niintreasures for her jewelry picks and niindesigns for her very own pieces.

She began selling her collection at the Spitafield market in London. It was not a simple task as but her hard work paid off in due time when she was able to expand her to prime tradeshows, displays at shopping centers and the other London craft markets. However, Jeanine had a greater ambition for her brand and decided to move to Hong Kong to reunite with her family, letting niin phase out slowly.

Putting the Pieces Back Together

Encouraged by the abundance of different cultures and colors in Hong Kong, and a better economic outlook, Jeanine reflected and re-launched niin Jewellery in 2009 with a higher price point and more sophisticated, eco-chic pieces, appealing to the fashion-forward consumers. Hong Kong was the perfect place for her to start again with a new positioning. “People are willing to buy high quality pieces from emerging designers. There’s an audience out there” she says.

But Jeanine is already looking beyond the World City. Her designs were quickly spotted by boutiques and resorts in Bali, the Philippines, Australia and Japan. “Even considering my struggles as a new designer, I wouldn’t take back a thing. Everything that happened, everyone that I met, all of the situations encountered, has given me the courage and confidence to make what niin Jewellery is today. This inspires me to push forward and keep getting better”.

Passing It Forward

Jeanine visits craftsmen across Asia at least twice a year, making sure they get the best materials. Niindesign transforms natural materials such as inlaid wood, deep sea shells, semi precious crystals and fresh water pearls into unique art pieces and combines them with precious metals to create one of a kind accessories suitable for every occasion. Niintreasures, the second line, now offers a timeless collection of elegant pieces, inspired by Jeanine's travels, infusing natural beauty with feminine detail in vivid earth colours. “I feel like niin Jewellery has grown with me, it’s a different brand now than it was when I first started” she says. Jeanine now shares her experiences by teaching jewelry and styling at the Hong Kong Design Institute and is regularly invited to speak at design conferences.

Over the summer 2011, niin redesigned all its packaging to be more environmentally friendly without sacrificing style, with the use of recycled paper and soy-based ink. Additionally, she has recently partnered with the (World Wildlife Fund – link this), the leading organization in wildlife conservation and endangered species protection. Niin Jewellery has proudly designed a specific collection and a percentage of sales benefits the WWF.

A company socially responsible with jewellery pieces that are as coveted as they are beautiful, what’s not to love? “Everything is constantly changing, you really never know what to expect next in life”, she says with a grin. Well, Jeanine, if you ask us, it looks like you are on just the right track.

Jeanine's insider tips to Hong Kong: go hiking on Lamma Island or chilling on Shek O beach before an early evening drink at the Queenerie on Hollywood Road. And for the best Italian food in town, head to Posto Pubblico on Elgin Street!

Click to see interview with our designers.