Among the array of jewelry displayed at JCK Las Vegas 2017, the largest well-respected trade event in the world, Tana Chung’s small collection of shining gemstones portraying the beauty of the constellation caught the eyes of numerous onlookers.
From an average college student who sold customized jewelry at street shops, Tana Chung set foot in the international stardom of the jewelry industry. During the showcase, her jewelry collection received critical acclaim for her distinctive style, gaining recognition as a world- class jewelry designer.
Tana Chung is a woman of many talents. After graduating Ewha from Product Design and Fashion Design, she appeared on several broadcast shows as a reporter and MC.
However, she recalled how frustrated she was to always dress in outfits chosen by stylists that did not reflect her unique personality and free spirit.
“The restriction I was put under made me want to create designs that would allow the wearer to shine as brightly as they wanted and this ultimately became my brand’s motto,” she said.
With this drive and creativity, Chung began to forge her path as a rising star in the world of jewelry design.
Her journey to success started with humble beginnings. She started out working as a street vendor, selling her unique designs. Keeping herexpectations low, she solely focused on refining the designs of her products rather than gaining quick profits.
Accordingly, she began showcasing her unique designs at street shops, relying on the support of commissions and private customers to make ends meet. To her surprise, Chung’s jewelry quickly caught the attention of fashion-forward figures, and her reputation began to spread.
Chung humbly credits the era of fortuitous randomness for being in her favor to success. Her talent for jewelry design caught the eye of numerous inspired individuals which would ultimately change the course of her career.
After a grand showcase, Chung was invited to design most of the jewelry displayed on the show “Emily In Paris,” the Netflix series that took the world by storm with 117.8 million views and a number-one spot in 93 countries.
“A jewelry’s success highly depends on the actor’s will to wear it,” Chung said. “When I saw Lily Collins wear my products in almost all her scenes, it made me very happy. It was lovely to see her enjoying my collection.”
In response to the show’s success and popularity, Chung’s jewelry became a must-have item among Hollywood stars.
“I believe my success was based on the switch from high-end jewelry to fine jewelry,” said Chung. According to Scintilla Gioielli, a multi-brand jewelry boutique in Bangkok, “High Jewelry” or “Haute Joaillerie” represents the ultimate form of art and craftsmanship expressed through thelanguage of jewelry. Only the finest quality metals and gemstones are used. The rarest and most exclusive collections are offered primarily due to the sheer rarity of gems.
On the other hand, fine jewelry uses less rare gemstones but is more adapted to the flexibility of the consumer’s taste. Therefore, it is easier for the designer to make custom designs in a short period of time.
“People who did not know me before loved the collection because it consisted of emeralds with spikes, perfect pearls in unique shapes, and opals, although it was once considered an 'old' material,” Chung said.
In a Bazaar Fashion Magazine interview, Francesca Simons, a jewelry publicist explained that the switch to fine jewelry is natural since the two years of the pandemic caused a need for colorful, uplifting, fun jewelry to improve moods.
Therefore, Chung was able to take advantage of the recent change in trend and become the mainstream herself.
Chung commented that as a jewelry designer, she strives for extraordinary beauty, and tries to fill her life with that same beauty and hard work.
“I am a wife and a mother of one, and I love to do things,” Chung said. “I am active, but I think that comes through in my everyday life as well because whatever I do, I do not take it for granted. I think I am always thinking creatively and experimenting in my life, just as I do in my jewelry design."
Chung explained that as a designer of carefully crafted jewelry, she wishes to keep her “Tana Chung” identity intact at all times, but she also wants to one day build a systematic brand based on the knowledge she gained from her life. Therefore, she dreams of becoming an Asian version of Martha Stewart.
Chung’s inspiring journey from an average college student to a world-class jewelry designer demonstrates the power of dedication and originality. With her ambitions and commitment to excellence, Chung is sure to continue to make a mark in the world of jewelry design.