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Mirror, Mirror

Sentimental  /  Analytical  /  Spiritual

Just two years ago,   emerging jewelry designer, Samantha Siu, launched a first of its kind reversible necklace collection with the purpose of doing good. Now, she is reflecting on her mystifying and exciting year of growth. Her jewelry has been seen in Conde Nast Traveller, GQ UK, Tatler Magazine, and British Vogue. Her jewelry line, “A Love Affair”, is her first collection and is already getting rave reviews for its innovative design and unparalleled craftsmanship.

“A Love Affair” is inspired by her travels around the world with her first love. Each necklace clasp is designed to reflect a special destination and a personal story. Having grown up in the jewelry industry, Samantha’s creative process stems from envisioning shapes and designs that can accentuate the sensuality of the back. She also brings back the lost art of wax carving - creating the clasp from hand-carved wax.. The clasp is meticulous and eye-catching while the other side of the necklace is sophisticated and bold: a perfect reflection of who Samantha is.

As she looks back into the year, she regrets nothing. Samantha explained that she learned more about herself during months of quarantine, and she is surprised to find herself comfortable in an introverted lifestyle. She understands that “being adaptable during hardship is a path to triumph.” Fortunately, she used the time stuck in her NYC apartment to create, connect, and to explore her vision. 

Her next step into that vision starts with showing her jewelry at London Fashion Week and Paris Fashion Week.

Even though the necklaces are breathtaking, she still wants people to know that her collection is not just jewelry, but it isa statement. 

In Samantha’s work, 10% of the net profit from each purchase is donated to causes close to Samantha’s heart: education enhancement, medical care, and animal conservation. She works hand-in-hand with nonprofits,such as The Neon Lights Museum and Save Elephant Foundation, which concentrate on these values Furthermore, Samantha has built  her own nonprofit called, The Phoenix International Foundation. 

Traveling abroad and providing the less fortunate relief is a passion of hers that arose from her first missionary trip as a teenager. She believes that “If you love the art, you’ll love the purpose behind it even more.”


Moevir Magazine February Issue 2021 featured edition

[Mirror, Mirror]

Creative Director: Samantha Siu  @SamanthaSiuNewYork

Model: Samantha Xiao

Photographer: Amanda Crommett @amcrommett

Makeup Artist: Nicole Palladini @Nicolepalladini_mua


Tell us something about you. Maybe your life, profession, habit, dream.

I’m that Sailor Jupiter loving, self-proclaimed, awkward girl in high school that actually followed through with her overly ambitious dreams.

What makes you choose this profession?

My jewelry career started when I was 13 as a packer. I used to pack jewelry into ziplock bags for 1 cent a pop. I continued to do this until I went to college. While I was a student at Fordham University, my family asked me to officially join the family business  upon graduating. I decided to utilize my psychology degree in the jewelry field... It just took me a little longer to figure out how.

Is art, fashion important in your life? Why?

Art, fashion, and business run deep in my roots. My family was actually in fashion manufacturing before they were in jewelry manufacturing. I vividly remember keeping myself busy after elementary school with next season’s look booksin the sewing rooms. I have always felt very comfortable around jewelry and fashion because I have been surrounded by it since I was very young. When you’ve been stimulated so much, fashion gets less exciting and you start to learn how to love it for its art form instead.

What do you think about your work? Is it what you like, or simply saying a dream?

I love my work because it's a reflection of myself. If I didn't love it, I wouldn’t think it’d be worth sharing. Every necklace tells a story about a time in my life, while paying homage to that particular destination. Its avant garde design shows how I appreciate jewelry after being in the industry for 20 years.

How do you prepare your new shoot?

I make mood boards! I am notorious for my PowerPoints and vision boards.  I send them out to my team before every shoot. They encompass every detail from set design, to hair and make-up, to clothes and mood. They’re fun to make.  I also make 5+ hour playlists of music to set the mood to.

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