We sat down with Chi Mai, Creative Director of S-kin Studio Jewellery to discuss what inspires her luxe and timeless jewellery range!

Tell us a bit about the story behind By S-kin.

By S-kin is a lifestyle brand made by S-kin Studio Jewelry’s Creative Director Chi Mai, who wanted to create a brand that is consciously crafted and made for an elevated life. We cater to the ‘S-kin Studio ethos customer’, who are conscious consumers who want to invest in quality garments that align with their carefree lifestyle. They want unique designs that are not the run of the mill, but also want quality-made basics that can be worn trans seasonally. Their lifestyle is family-focused, relaxed, and elevated.

What were your inspiration and your brand mission?

S-kin Studio Jewelry was born from my need for ethically made sensitive skin friendly jewelry, and after five years of operating in the jewelry space and having our first baby in 2022, I wanted to expand the ethos of the brand to transcend to other categories in the lifestyle space, to cater for an elevated life for the S-kin Studio customer.

What sets your brand apart from others in the industry?

Playful, friendly, and quirky with a little bit of fun sprinkled in between. Celebrate life and all its moments in our garments, as if it’s a perfume or piece of momento that freezes each happy moment in its track. Each piece adds to the lifestyle and aura that is aspirational to others from the outside.

Conscious, considered, & never fast fashion – By S-kin is congruent with the S-kin Studio ethos being ethically made, with consciously chosen materials, and made in small batches that will never be repeated again. Choosing to support By S-kin means you support a smaller business and own a piece of joy from the heart of the brand.

Coveted - We want customers to feel like they are part of a coveted brand, with items only being on sale once a year, and only available online, in our Melbourne flagship, and through very selected stockists that align with the brand. Each run is limited, and once they run out, they are gone. By S-kin operates on a drop model where each drop is only available for one week of each month and will be closed once that month is over. This allows us to be able to make to-order, as well as cater to sizes AU4-AU26, truly making the brand accessible.

 

What is your favourite product and why?

Our signature linen play dress printed with the most meaningful symbols from our S-kin Studio jewelry collections in the past five years! I’m a feminine gal and always opt for a dress so this is a must-have in my summer wardrobe.

What do your customers love about your products?

We are known for our story-led products that are consciously made, with the utmost quality materials that are inclusive of our customer’s lifestyle. By S-kin is an extension of this with so much love that has been poured into the Prism of Posies print story.

What is the best piece of business advice you have been given?

There are just so many! But I would say one of the best business pieces of advice I’ve gotten is that your brand will thrive best when you choose two pillars to focus on out of the three: price, product, or service. Focus on the right ones for your brand!

 

What were the first steps you took to launch? And what would you say was the scariest part/your biggest fear?

The first step was to find a manufacturer that aligns with our ethos. I am originally from Hanoi, Vietnam, and wanted to keep manufacturing ethical and slow & close to my heart – and after many months of searching, I’ve been able to find a maker that aligns with this vision.

The scariest part is starting again from scratch! It reminds me of the long days when I would sit on my laptop on the kitchen bench working on the jewelry brand. It’s a scary leap into a very busy space but I’m so damn excited to feel that rush again!

What path led you to Life Instyle and what about the show makes it a great fit for you?

Being previous buyers of LIS we know there is a strong alignment in the customer profile for By S-kin. It was a no-brainer for us to exhibit and be able to showcase, connect, and launch such an exciting part of the S-kin Studio brand umbrella.

Can you share your proudest moments in business so far?

It’s the little things for me… but being able to have success where flexibility is an easy task as a working mum is the absolute best. It’s been incredible to build such a strong team that I’m able to continue creating and dreaming up new projects.

Who are some of the other brands in the industry that you love/admire?

Love the beautiful story behind This is Incense founder Sophie Marshall! Some other brands I love dearly in the same space are Spell, Faithfull, Kiin, and so many more to list.

Quick Fire Questions

1. Where do you see By S-kin in 5 years’ time?  

I see By S-kin as a vehicle for myself, my husband, and our children to be able to live freely, passionately, and with love. For what is business but not an extension of our personal life?

2. Tell us a fact about yourself that will surprise our readers!

I created a lifestyle brand named ‘Fretsy’ in year 12 (2013) in Vietnam and made my own range of womenswear that quickly became a favourite among international bloggers. It’s no longer operating but I love that I’m able to come full circle with By S-kin!

3. Your Favourite meal

It has to be nigiri for me! Japanese food is my weakness, full stop.