Finding most jewellery in the marketplace too conservative for her taste, this young woman decided to design her own contemporary pieces incorporating the stones and pearls she has always loved.
Speaking to FMT, Ana, 34, said making jewellery started as a hobby to de-stress from the demands of pursuing her PhD in pharmaceutical science.
Learning the craft through tutorial videos on YouTube, she soon amassed a stash of jewellery which she began to sell at flea markets under the brand name ADORN. Among the more popular items were hijab pins.
So lucrative and personally satisfying was her hobby cum business that she went full-time into it after completing her doctorate.
“The pandemic was an eye-opener for me. It made me realise that life is short and we should do what makes us happy,” she said. Her parents’ full support about her business endeavour was a big plus.
Hence, ADORN was given a new life and rebranded as HIAS in 2021. “I want to make pieces that are suitable for everyone, something they can wear every day and not just for fancy occasions,” she said.
Of course, as with all self-made brands, HIAS faced its share of challenges. “It takes a lot to stand out in this competitive business, getting people to recognise and trust our brand,” brand marketing executive Nadinaa Anuar shared.
“We can boast all we want about our products, but at the end of the day it’s the quality that will make customers come back.”
Ana makes 90% of HIAS’ range of necklaces, bracelets, rings and earrings and curates the remaining 10%. And she strives to design unique pieces that are authentic, stylish and of good quality.
“Our pieces are all made with stainless steel, highly durable, waterproof as well as tarnish-proof, with a one-year-warranty,” Ana said.
Adorned with semi-precious stones or pearls sourced from Sabah and the Philippines, the designs are minimalist enough for everyday wear, but also stylish enough to function an accent piece on special occasions.
When a customer visits her store, Ana takes her time to decide what pieces best suit her personality and style before suggesting any. She said jewellery is personal in that it allows someone to express their identity without words.
“That’s what our brand is here to do, help you ‘hias-kan’ yourself,” she said, referring to the word in Malay which literally means ‘decorate’.
One thing Ana tries to avoid though, is looking at the designs that established names churn out, as she respects their brand identity and prefers to let her own creativity take centre stage in her pieces.
“I like to play with the material I have on hand and see what comes to mind naturally,” she said.
Having just opened their first store in Setia City, Ana hopes to open more in the future so more people can discover that local jewellery brands like HIAS have the ability to produce something of quality as well.
“Our plan for the future is for the brand to not only be recognised in Malaysia but throughout Asia and beyond,” Nadinaa added.
Ana also takes pride in her customers choosing her jewellery as gifts for their loved ones. “I feel honoured that they feel our jewellery is special enough to express their love towards a special someone.”
Follow HIAS Jewellery on Instagram or visit their store at Setia City Mall or their pop-up stall in Publika.