Years of patience and perseverance paid off when Seo Ae-jin, founder of CoNe Jewelry, successfully registered her patent brand Sucarf in 2006, since then the signature scarf necklace has been worn by the first ladies of several countries, apart from grabbing a number of international awards.
“Combining science and traditions, my design theme represents the jewellery of beauty and elegance of the Korean art. The Sucarf necklace is available in various lengths from 10cm to 1m. The technique used in my Sucarf necklace design, metal embroidery and knitting is patent registered,” the Korean designer told Hong Kong Jewellery.
It took the company three years to develop a unique 3-layer infrared radiation bio coating technique which successfully prevents silver tarnish and passed the FDA metal allergy test.
The three-dimensional handcrafted Sucarf necklace was awarded ‘Korean beauty of the handmade artwork’ by UNESCO in 2006 recognising its excellent craftsmanship, innovative design and the use of materials, cultural identity, etc.
The Sucarf necklace was selected as a souvenir for the first lady of Korea Kim Yoon-ok in 2009. Representing Korean culture identity and aesthetic value of national tradition, the necklace was then chosen as souvenirs for the first ladies of Poland, Vietnam and Cambodia, as well as Queen Silvia of Sweden.
Carefully positioned as an upscale silver jewellery brand, Sucarf has no plans to consider other precious metals at the moment. “We are able to manufacture gold and copper jewellery, but we would like to build a strong brand of Sucarf with silver.”
Currently available in Asia, Europe and UAE via Kiitos Co Ltd in Japan, Sucarf will be venturing into the United States and Russia later on, said Seo. For local sales channels, Sucarf has been sold live on TV and internet for six times, marking a new phase in selling handmade jewellery online in Korea which was impossible in the past. “We had overcome countless difficulties for five years before being accepted,” she said.
After the success of Sucarf, Seo is working on a new brand Durricherry tailored to kids. She said: “The subtle yet gorgeous original colour of pale greyish white of silver is similar to the skin colour of babies. Our products are free from metal allergy; they are suitable for babies as well.”
← Back