We caught up with the brilliant and insightful Phinny Nguy a few weeks ago and have shared our conversation below.

Hi Phinny, thanks for joining us today. Can you talk to us about a project that’s meant a lot to you?

The inspiration behind Cherei, my jewelry brand, was deeply personal, shaped by my cultural identity and life experiences. Growing up in a traditional Asian household in Toronto, Canada, I encountered discrimination and harassment as an Asian, transgender non-binary and neurodivergent individual. These challenges fuelled my determination to create a brand that not only reflected my unique perspective but also challenged societal norms and fostered greater acceptance and understanding of diverse identities.

Inspired by my cultural heritage and the supportive community of queer/Asian artists in Toronto, I set out to craft jewelry that served as a medium of self-expression and empowerment. By blending traditional East Asian artistry, such as Origami, with contemporary subcultural themes, my creations celebrate individuality, creativity, and inclusivity.

At the core of Cherei is my unwavering commitment and to ensuring that everyone feels seen, valued, and empowered to embrace their authentic selves without fear of judgment or discrimination.

Phinny, 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?

My name is Phinny Nguy, and I’m an asian, transgender, non-binary, and neurodivergent designer based in Toronto. Growing up in a traditional Asian household in a predominantly Asian area, I faced significant challenges rooted in sexism, transphobia, homophobia, and xenophobia within my community. These experiences of harassment and discrimination shaped me profoundly, teaching me resilience and inspiring me to use creativity as a means of self-expression and advocacy.

My jewelry designs are deeply influenced by my personal journey of navigating self-identity and embracing my cultural roots. I blend traditional East Asian artistry—particularly Origami-inspired techniques—with contemporary subcultural themes. Every piece I create reflects themes of identity, self-acceptance, and compassion, with the goal of fostering understanding and celebrating diversity.

I was drawn to jewelry design because I’ve always been captivated by how fashion and accessories can tell stories and become meaningful extensions of identity. The supportive Toronto queer and Asian artist communities have been instrumental in my growth, encouraging me to explore my unique voice and channel it into my craft.

What sets my brand, Cherei, apart is its fusion of cultural traditions with modern expressions of empowerment. Sustainability is at the core of what we do—our packaging is made from recycled materials, and we prioritize reusable displays to minimize waste. My collections feature intricate handmade origami designs, including jewelry and upcoming creations like Origami decor.

One of my proudest achievements is seeing how my work resonates with others. For instance, my Lunar New Year collections, Lunar Fortune and Lunar Blossom, celebrate cultural heritage while inviting people to explore themes of renewal and luck. Being featured in ELLE, Harper’s Bazaar, and at Paris and New York Fashion Weeks has been incredible, but it’s the personal connections with clients and the stories they share that mean the most to me.

Beyond these milestones, my work has also been highlighted on platforms like Buzzfeed, Asian Creative Network, Subtle Asian Traits, and Amazon Prime Video’s Dating Unlocked. Each feature represents a step toward amplifying the voices of underrepresented communities and challenging societal norms.

At its heart, Cherei is more than just a jewelry and accessories brand—it’s a celebration of individuality and an invitation to embrace your authentic self. My hope is that my creations inspire people to feel seen, valued, and empowered, no matter who they are or where they come from.

For anyone considering following or supporting my work, I want you to know that Cherei Jewelry is more than a brand—it’s a celebration of individuality and an invitation to embrace your authentic self. My hope is that my pieces make you feel seen, valued, and empowered, no matter who you are or where you come from.

What do you find most rewarding about being a creative?

For me, the most rewarding part of being an artist is knowing that my work has the power to break down barriers and create a world where people from all walks of life feel seen, valued, and celebrated for who they truly are. My unwavering commitment is to build a space where individuals of all identities—whether they come from marginalized backgrounds or otherwise—can exist authentically, free from fear of judgment or discrimination.

Every piece of jewelry I create is more than just an accessory; it’s a labor of love, poured into every intricate detail with passion, care, and purpose. When someone wears my jewelry, I want them to feel as cherished as the piece itself. I want them to recognize the same respect and compassion that went into crafting each design, and to carry that energy into their own lives.

My deepest wish is that those who wear my work are reminded to treat themselves with the same kindness and admiration. The jewelry is not just something to adorn your body—it’s a symbol of self-worth, a gentle nudge to stand tall and embrace your power. When you slip on one of my pieces, I want you to feel unstoppable, like the most confident and empowered version of yourself. It’s not just about wearing something beautiful—it’s about wearing something that makes you believe in your own beauty, strength, and resilience.

Is there a particular goal or mission driving your creative journey?

The core mission driving my creative journey is to craft jewelry and fashion accessories that are more than just elegant statement pieces. My goal is to create pieces that don’t just complement the body, but elevate the spirit. It’s about empowering the wearer to face the world with unshakeable courage, grace, and authenticity. I want each person who wears my designs to feel a deep sense of self-worth and to remember that they are deserving of all the love, success, and happiness that comes their way.

For me, this journey is about more than just creating beautiful accessories—it’s about igniting transformation. It’s about helping people embrace their true selves and walk through life confidently, knowing they are enough. Fashion and jewelry have the unique ability to tell a story, to express identity, and to make an impact, and I want my work to do just that.

Every piece I create is a reflection of my mission to break down barriers and foster inclusivity, making sure that individuals from all backgrounds feel seen, valued, and empowered. The ultimate goal is to inspire others to embrace who they truly are, without fear or hesitation. I want my creations to be a source of strength and self-expression, reminding people that they have the power to transform their lives and the world around them by staying true to who they are.

In the end, my creative journey is about providing a space where individuals can feel empowered to shine brightly, with confidence and authenticity, and to share that light with the world.

Contact Info:

• Instagram: https://www.instagram.com/cherei.shop/

Image Credits

Black & White Photo: Kathrine Arnold Photography