Crafting Connections: Building a Jewelry Brand in Vietnam as a Foreigner
Eight years ago, I arrived in Hanoi, Vietnam, just a few years out of university and already in my early 30s. Time really does fly! Now at 40, I still feel a sense of childlike wonder, and I make it a point to find joy in every day. I’m thankful for the opportunity to explore and experience the vibrant culture of Asia.
Photo: One of my first hobby workshops, my dear student who became a good friend Dominique.
Vietnam is a treasure trove of inspiration. The traditional decorations and bold artistic elements here make my home in South Africa seem a bit more subdued. While Cape Town has its own charm, the energy in Hanoi is electric, with its lively people and unapologetic style. Everything feels simple and real, yet bursting with sassiness.
Photo: Ninh Binh boat tour - a temple seen from the river bank
Two years after I left the jewelry world, feeling that I have already aged out of my career, I came to Asia in search of a new path. I had no expectations and allowed myself to discover what truly excited me. Before long, I realized how much I missed jewelry—the workbench, my tools, and the thrill of designing. Jewelry fills my thoughts; I wake up dreaming about it and spend my free time watching inspiring videos and admiring fellow designers.
Photo: My first shop space. It had to be cheap and cheerful and it was fantastic!
Determined to get back into it, I used my teaching paycheck to set up a small workshop. I also reached out to my alma mater about completing a long-distance thesis, which reignited my passion for design. As I dove back in, I decided to teach a few jewelry workshops, and to my delight, they took off! What started as a temporary adventure turned into a thriving business. My Vietnamese partner, Hiep, and I recognized that our growing studio needed to be a recognized brand, given the demand for repairs, engagement rings, and workshops.
Photo: Tiger earrings that became one of my signature pieces.
With no plans to stay long, I didn’t consider learning Vietnamese. Now, nearly a decade later, I only know a few words, which can make running a business challenging. Vietnam can be tough for foreigners; it’s a humbling experience that reminds you that you’re just a guest in this vibrant culture.
Navigating the logistics of living and working here—business registration, visas, and cultural differences—can feel overwhelming. Thankfully, Hiep handles much of the bureaucracy for me.
Any jewelry studio focuses on three key areas: business, creativity, and technical skills. The business side involves the less glamorous paperwork, while the creative side offers limitless inspiration. However, breaking into the local market can be tricky; many Vietnamese clients prefer flashy, yellow gold pieces, while my rustic style appeals more to expats.
Photo: One of my earrings designs inspired by elaborate window frames
Finding quality tools can also be a challenge. Although some equipment is affordable, it often doesn’t last, and the humidity can wreak havoc. Importing and exporting items are a nightmare too. There's no local refinery for melting down scrap metal, so I make my own sheets and wire. Luckily, I have a small group of talented Vietnamese goldsmiths who inspire me with their skills and tenacity.
Despite these challenges, the positives far outweigh the negatives. Life in Vietnam is beautiful, and I feel truly blessed to be here. My journey as a foreign jewelry designer has taught me resilience, creativity, and the joy of connection. Here’s to crafting more connections and celebrating the artistry that brings us all together!
Photo: Christmas in Vietnam with my new family I had the privelage of making here. My friend Kate, my mom, my friend Niki, Kate's husband Boris, my partner Hiep and his cousin and my good friend Minh