We were lucky to catch up with Jane Dua recently and have shared our conversation below.

Hi Jane, thanks for joining us today. What’s the backstory behind how you came up with the idea for your business?

Throughout my 12 year-long career in the fine jewelry space, I saw firsthand that beyond excessive waste production and unethical buying practices, fashion has considered women of color as an afterthought far too long. nunchi was born from the desire to merge thoughtful products with authentic, diverse representation.

I launched nunchi during the pandemic by reaching out to local immigrant and family-owned suppliers that were struggling with surplus deadstock inventory. In an effort to alleviate them, I adopted a circular model, purchasing unused fashion jewelry and upcycling them by hand into new, in-demand products such as mask chains and size-inclusive body jewelry. This reduced-waste mission drove sustainable initiatives to transform waste into sellable products and this circular approach is a guiding principle of our business model to this day.

Our mission is rooted in the Korean concept of ‘nunchi’ – an innate awareness – to build a brand that’s sustainable in theory and practice. That includes everything from sustainable raw materials such as recycled metals and lab-grown diamonds, to equitable business practices of representation for people of color, advocacy of local craftsmanship, and ethical sourcing. We harness ‘nunchi’ to provide access to conscious consumption and community. Every piece created at nunchi is an homage to local New York craftsmanship and my roots as a daughters of immigrants. Beyond intentional products, nunchi is a platform for community representation and stories that show our jewelry inspired by people proud of their identity and expression. Through interviews, personal essays, and features on industry leaders and creatives, we uncover conversations about identity, well-being, and equity & justice.

Jane, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m a first generation American, raised in Queens by a single mom who immigrated from South Korea in her mid 20s. Naturally, I grew up to believe I was to take 1 of 2 paths: becoming a lawyer or a doctor. So I did the exact opposite and became an entrepreneur.

I graduated from Cornell with a degree in Government and Communications. While law and nonprofit work instilled my passion for community advocacy, I’ve always been enamored with fashion. I got my first fashion job on a whim, applying through an online job listing from a fine jewelry designer looking for their first hire. I ended up staying in this position for the next 10 years, growing the brand from a 12-style assortment to collections worn by celebrities including Beyonce and Rihanna. Yet, through access to this luxury, I learned that the fine jewelry industry is notoriously exclusionary, damages the global environment, and profits off marginalized communities. Among top fine jewelry players, women and BIPOC combined make up less than 30% of senior executives.

nunchi’s jewelry tells a story of my journeys as a Korean American woman in a society that often ignores POC or uses them as diversity tokens. Unlike other jewelry brands with rapid product cycles and increasing waste consumption, we instead focus on tightly curated assortments via local production. Advocating for community and representation is the lifeblood of our business, with 100% of our supply chain being BIPOC, immigrant-owned, and family-owned businesses in New York City that are internally vetted and audited to ensure fair wages and ethically sourced materials. Wearing your values is an incredibly empowering statement, with conscious consumerism serving as a significant tool to fight against mass consumption and production. Our customers are active, critical, experience and purpose driven, digitally native, & socially and environmentally conscious. They seek products and services aligned with their values, would change purchasing habits to reduce environmental impact, and expect curated, personalized services. We understand this customer because we are them. We will continue to focus on classic, anti-micro-trend items that make for better investments.

We’d love to hear a story of resilience from your journey.

I’m a first generation Korean American. For the longest time, this meant pressure: pressure to fit in rooms where I was the only Asian, pressure to gain acceptance in rooms with other Koreans, and pressure to succeed. During my adolescence, this pressure evolved to a quiet but palpable shame. But where I resigned, my mom resisted. Her polished clothing and jewelry were her armor and conviction was her arsenal. When confronted with condescension or dismissal, she’d overturn rejection through effective negotiations and prevail by commanding respect. Never once was she ever shy of who she was or where she came from. Through these moments, I realized this shame could be channeled into motivation and growth and that being Korean meant understanding, resilience, and pride.

What’s been the most effective strategy for growing your clientele?

In-person pop up events have been an incredible resource for spreading brand awareness and building relationships with potential and current customers. Being able to tell nunchi’s story and speak about our mission in person has given a powerful opportunity to connect. Our mission is simple: provide responsibly beautiful, beautifully responsible designs that put people and the planet first. There is no better way to get people excited about our mission than to directly tell them our story and get them passionate about wearing your values! Additionally, incorporating an immersive and interactive activity or workshop at the events can help propel a brand from obscurity and supports communication with customers that are beyond transactional.

Contact Info:

• Website: https://www.livenunchi.com/
• Instagram: https://instagram.com/livenunchi
• Facebook: https://www.facebook.com/livenunchi/
• Linkedin: https://www.linkedin.com/in/jane-dua-75003622/
• Twitter: https://twitter.com/nunchi_eth
• Other: https://www.tiktok.com/@livenunchi_

Image Credits
Photographer: Lucas Castro Pardo