JIWON CHOI is a custom fine and fashion jewelry brand for the spontaneous, elegant, and mischievous souls.

Made in the heart of Seoul, JIWON CHOI emphasizes high-quality materials, transparent process, as well as a fair trade to retain local artisanal craftsmanship.

Inspired by the love for multi-artistic mediums and fuelled by pop culture and contemporary art and bilingual experience, JIWON CHOI emerges as a creative jewelry label.


From the start to the final polishing, we inform our customers about our process until the jewelry arrives safe.


We are working with ethically sourced materials and sustainable local supply chain in Seoul, South Korea.


We are supporting individuals who are empowered to invest in themselves from all over the world.


Seoul-born Jiwon Choi is the designer and creative director of JIWON CHOI. She earned a BFA from the Rhode Island School of Design and studied luxury and craftsmanship at the École Cantonale d'art de Lausanne. During her studies, Jiwon’s accessory design was selected by Pascale Mussard, the director of Petit h, and produced by Hermès in 2016. With her experiences in luxury brands and design, Jiwon Choi launched her namesake brand. At her studio located in the heart of Seoul, Jiwon and her small team of creatives make pieces utilizing universal symbols and sculptural qualities with a sunny disposition.