Today we’d like to introduce you to Jane Dua
Hi Jane, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I’ve had a decade-long career in the fine jewelry industry working for designers in the e-commerce space. I often remember the exclusivity the fashion industry perpetuated and how little women of color were represented in these spaces. During the pandemic, I wanted to advocate for the local community but felt limited in what I could do. So I started small and local. I partnered with small, immigrant and family owned suppliers that were struggling with deadstock, which would eventually go to waste. I upcycled these by taking them apart by hand and upcycling them into new in-demand products like body chain wear and sunglass chains. When I realized that my passion project could evolve into a larger vision, I started thinking about what it could look like and what it would stand for. Witnessing anti-Asian hate crimes in our community reminded me of the invisibility I longed for when I was younger. No longer did I want to remain quiet – as an Asian woman in an industry notorious for exclusion and lack of diversity, I aimed to create a space where we could tell our stories in a big bold way without compromising our fundamental values. The Korean concept “Nunchi” has always been one of my favorite words; it means awareness that’s harnessed into actions that promote balance and harmony. We are aware of impact, from raw materials to assembly and design, and our values: NUNCHI has and always will be dedicated to the quality of our products and creating a culture of equity surrounding them. We believe what we wear is so much more than what we buy. It is about limiting our impact on the earth, the communities we uplift through our actions, and being unapologetically ourselves.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Entrepreneurship is a journey marked by instability, humility, and uncertainty. For women, especially women of color, the path is even more challenging. Consider that only 0.2% of venture capital funding goes to women of color, and in industries like fine jewelry, less than 30% of senior executives are women or BIPOC. Breaking into traditionally exclusionary spaces means contending with limited resources and competing against giants with massive marketing budgets. However, we remain steadfast in our commitment to intentional design, inclusivity, and conscious consumption. Our community, whose loyalty transcends price or speed, sustains us. Their resonance with our core values keeps us inspired and motivated.
Alright, so let’s switch gears a bit and talk business. What should we know?
My first exposure to entrepreneurship was seeing it as a means of survival, not a choice. Immigrant parents endure overworking and being underpaid to make sure their American born children won’t. The jobs that are often available to new immigrants are often ones that demand long hours and low wages with minimal opportunities for upward mobility.
I’m a first generation Korean American, born and raised in Queens by a single mom who immigrated from South Korea. Queens was and still is a multi-cultural epicenter. I grew up in immigrant and family owned nail salons, bodegas, and Korean churches. My first exposure to entrepreneurship was seeing it as a means of survival, not a choice. Having witnessed immigrant communities independently adapt and evolve through both industry and personal volatility only taught me from a young age what it meant to be scrappy, when to compromise, and how to persevere.
For a long time, being Asian was a commodity demanded of me or a punchline. My formative years were spent combating my identity. First generation American children know all too well the complexities behind cultural dichotomy; when it’s so palpably obvious that you are the minority in most rooms, you instantly feel a pressing need to be invisible. This all changed with NUNCHI.
I want others to feel confident and expressive in who they are. We are a proud Korean American brand breaking stereotypical norms of traditional luxury and creating a safe space that celebrates diversity and the things that make us different. Our jewelry tells the story of our journeys as women of color in a society that often ignores POC or uses them as diversity tokens in marketing campaigns by large corporations. We want the jewelry you wear to reflect who you are in a loud way.
Over the years, our business has seen significant expansion both within and beyond New York City. Through strategic retail partnerships, we’ve extended our reach to customers in diverse locations such as Australia, France, and Abu Dhabi. Collaborating with renowned brands like Milk Makeup, rapper & R&B artist Audrey Nuna, and Dawang has been instrumental in broadening our presence. Looking ahead, our focus is on further enhancing our cultural influence through dynamic activations in fashion, art, and entertainment, all while prioritizing innovation and design.
Contact Info:
- Website: https://www.livenunchi.com/
- Instagram: https://instagram.com/livenunchi
- Facebook: https://www.facebook.com/livenunchi/
- Other: https://www.tiktok.com/@livenunchi_
Image Credits
Photographer: Kiem Collective