Choo Yilin
- Company typePrivate
- Founded2015
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Choo Yilin does
Choo Yilin Artisanal Jewellery Pte. Ltd. is a Singapore-incorporated, founder-led fine jewellery label founded in 2015 by Yilin, operating from a heritage conservation shophouse at 331 Joo Chiat Road, Singapore. The company designs and sells modern jade jewellery alongside old mine cut diamond and precious gemstone pieces, working exclusively with handpicked Type A jadeite (completely natural, untreated jade) and engaging master artisans across the region. Each new collection takes a minimum of 12–18 months to develop from concept through sketches, testing, and sampling, and pieces are produced in limited quantity.
The core product portfolio includes jade engagement rings, old mine cut diamond pieces, jade bangles (including the Lunar Bangle), and bespoke custom commissions such as custom jade heirloom rings. Two curated secondary offerings — The Choo Yilin Vault and The Estate Collection — monetise pre-owned and vintage Choo Yilin pieces. The brand sells through its own e-commerce site (chooyilin.com), its Joo Chiat boutique, and regional fashion trunk shows, with revenue generated from one-time jewellery sales, bespoke commissions, and chargeable after-sales service. Marketing is content-led, leveraging a blog, email newsletter, customer testimonial programme, and earned media across 200+ press mentions including the New York Times and Financial Times' How To Spend It. The company has no disclosed institutional funding, operates on a bootstrapped basis, and entered a self-described operational hiatus around 2020 to reposition towards a renewed narrative and vision.
Choo Yilin firmographics
Firmographics- Name
- Choo Yilin
- Legal name
- Choo Yilin Artisanal Jewellery Pte. Ltd.
- Website
- https://chooyilin.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Choo Yilin industry classification
Industry- Product category
- Fine Jewelry
- NAICS
- Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)
- SIC
- Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- High Jewelry & Haute Joaillerie (CRAKAAAE)
- akta.pro secondary industries
- Fine Jewelry Manufacturing & Atelier Production (CRAKAAAK), Made-to-Order Gemstone Sourcing & Custom Cutting Coordination (CRAKAHAF)
Keywords
Where Choo Yilin is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Choo Yilin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Jewellery Sales: The company generates revenue through the sale of fine jewellery pieces, including jade engagement rings, old mine cut diamond pieces, jade bangles, and other heirloom jewellery. They offer both ready-to-wear collections and bespoke/custom commissions. Each piece is crafted in limited quantity.
- Bespoke and Custom Orders: Choo Yilin offers customisation services for jade heirloom rings and bespoke old cut diamond pieces. The brand also offers a Private Sourcing Lunar Bangle Journey for customers seeking unique custom pieces.
- After-sales Service and Repairs: The company provides chargeable repair and maintenance services for existing customers, requiring proof of purchase for service eligibility.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Choo Yilin product offering
Product offeringCore offering
Choo Yilin designs, crafts, and sells modern fine jade jewellery featuring handpicked Type A jadeite, old mine cut diamonds, and coloured precious gemstones woven with intricate metalwork. The brand offers ready-to-wear collections (engagement rings, bangles, heirloom pieces) alongside bespoke customisation services and after-sales repair. Each piece is produced in limited quantity by master artisans across the region, with collections taking a minimum of one year to develop.
Product overview
Choo Yilin is an award-winning fine jewellery label offering a curated portfolio of modern jade jewellery and old mine cut diamond pieces. The core offerings include Jade Engagement Rings, Old Mine Cut Diamond Pieces, and the Jade Bangle Collection (including the Lunar Bangle). Bespoke customization services allow clients to create Custom Jade Heirloom Rings and bespoke old cut diamond pieces. Additional collections include The Choo Yilin Vault and The Estate Collection for pre-owned pieces. All pieces are crafted with handpicked Type A jadeite, diamonds, and precious gemstones, woven with intricate metalwork inspired by Asian heritage and Peranakan influences from Joo Chiat, Singapore.
Differentiator
Problem solved
Functional benefit
Products and services
- Jade Engagement Rings Modern heirloom engagement rings featuring handpicked Type A jadeite, designed for customers seeking culturally and emotionally significant pieces for engagement milestones.
- Bespoke Old Mine Cut Diamond Pieces Custom-created fine jewellery featuring old mine cut diamonds, offered through a bespoke service for engagements and significant personal milestones.
- Lunar Jade Bangle Collection Handcrafted jade bangles, including the Lunar Bangle, available through private sourcing journeys and in various designs for traditional gifting and personal milestones.
- Custom Jade Heirloom Ring Commission Bespoke customisation service enabling clients to commission personalised jade heirloom rings tailored to their preferences.
- The Choo Yilin Vault A curated collection of pre-owned and vintage Choo Yilin pieces available for acquisition by collectors and returning customers.
- The Estate Collection A collection of pre-owned and vintage Choo Yilin pieces that have marked significant milestones in clients' lives, offered for re-acquisition.
- After-Sales Repair and Maintenance Service Chargeable repair and maintenance services provided to existing customers (with proof of purchase) to preserve the condition of their Choo Yilin jewellery.
Companies that use Choo Yilin
Customer profileSegments4 records
Ideal customer profiles3 records
Choo Yilin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Choo Yilin partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
Choo Yilin competitors and assessment
Company assessmentBroad incumbents
- Van Cleef & Arpels: Richemont-owned high jewelry maison with the Perlée, Zip, and Alhambra collections; has produced Asian heritage-themed pieces. Targets overlapping ultra-high-net-worth jade-curious customers.
- Tiffany & Co. LVMH-owned global luxury jeweler offering a broad range of fine jewelry and engagement pieces. Competes with Choo Yilin in the jade engagement ring category at much higher scale and price accessibility.
- Mikimoto: Japanese luxury jeweler famed for cultured pearls and high-end gemstone jewelry, including jade-adjacent fine jewelry. Comparable Asian-heritage luxury positioning with global flagship retail.
- Cartier: Richemont-owned iconic luxury jewelry maison with deep Asian heritage appeal (e.g., the Tutti Frutti collection features carved gemstones and jade-style pieces). Sets the gold standard for luxury positioning Choo Yilin aspires to.
- Boucheron: Parisian Place Vendôme jeweler (Kering-owned) with historical expertise in Asian-inspired high jewelry, including jade-tinged heritage collections. Competes for the same Asian-heritage-seeking luxury client.
- Wallace Chan: Legendary Hong Kong-based high jewelry artisan known for innovative jade carvings and titanium gemstone sculptures. Operates at the haute joaillerie tier with museum exhibitions globally — a comparable peer at a higher scale.
Direct peers
- Qeelin: Hong Kong-based luxury fine jewelry brand founded in 2004, now owned by Kering. Specializes in jade and Chinese cultural motifs (notably the iconic Wulu collection), targeting Asian luxury consumers globally — directly comparable to Choo Yilin's jade heritage positioning.
- Anna Hu: High jewelry designer specializing in jade, colored gemstones, and bespoke fine jewelry pieces inspired by Chinese cultural heritage. Comparable luxury positioning and atelier-style craftsmanship approach.
Regional players
- Chow Tai Fook Jewellery: Hong Kong-headquartered mass-premium to fine jewelry chain with extensive Chinese gold and jade jewelry offerings. A broader-scale, more accessible peer that captures the same cultural gifting occasions (Si Dian Jin, engagements).
Emerging players
- Yewn: Independent Hong Kong-based fine jewelry designer specializing in heritage-inspired Chinese fine jewelry, including jade. Smaller-scale than Choo Yilin's brand presence but operates in the same cultural-niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Choo Yilin social profiles
Digital presenceChoo Yilin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Choo Yilin leadership team
Management profileNumber of profiles
Profiles1 record
Choo Yilin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Choo Yilin M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Choo Yilin
What does Choo Yilin do?
Choo Yilin designs, crafts, and sells modern fine jade jewellery featuring handpicked Type A jadeite, old mine cut diamonds, and coloured precious gemstones woven with intricate metalwork. The brand offers ready-to-wear collections (engagement rings, bangles, heirloom pieces) alongside bespoke customisation services and after-sales repair. Each piece is produced in limited quantity by master artisans across the region, with collections taking a minimum of one year to develop.
Is Choo Yilin a public or private company?
Choo Yilin is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Choo Yilin founded?
Choo Yilin was founded in 2015. It employs 11 to 50 people.
Where is Choo Yilin based?
Choo Yilin is headquartered in Singapore, Singapore, in the Asia region.
How does Choo Yilin make money?
Three revenue lines are on record. Jewellery Sales are the primary driver. The others are bespoke and Custom Orders and after-sales Service and Repairs.
Who are Choo Yilin's main competitors?
Broad incumbents on record are Van Cleef & Arpels, Tiffany & Co., Mikimoto, Cartier, Boucheron and Wallace Chan. Direct peers are Qeelin and Anna Hu. Chow Tai Fook Jewellery is listed as a regional player. Yewn is listed as an emerging player.
Does Choo Yilin have an API?
No public API is recorded for Choo Yilin.
What industry is Choo Yilin in?
Choo Yilin's product category is Fine Jewelry. Its primary akta.pro industry code is CRAKAAAE, High Jewelry & Haute Joaillerie, with a secondary code of CRAKAAAK, Fine Jewelry Manufacturing & Atelier Production. Its NAICS code is 33991 and its SIC code is 3911.