Seoul-based brand, BE.ARUM designs modern and everyday jewelry with a special message – “You are beautiful as you are.” Each piece of jewelry is engraved with a Korean variation of this phrase designed to remind the wearer that she is beautiful.
Hangul is intentionally used, as it is centered around the concept of harmony and balance. Using variations of the Korean word for beautiful, “arum,” the brand expresses beauty as the balance of being beautiful inside and out.
Unlike most jewelry worn for pure adornment, BE.ARUM’s jewelry is designed to be symbolic without compromising the aesthetic touch. With easy, everyday designs, emphasis is placed on the message which serves as a subtle reminder to the wearer that cheer her on throughout the day.
The founders are childhood friends from New Jersey, USA, and started working on the brand last year. Hyun Kyung Park is a jewelry designer specializing in metalsmithing while James Lee is a marketer that enjoys storytelling. With this combination, it was natural to build a product that told a moving story.
The whole BE.ARUM story began with a simple idea. Living in a society where pursuing superficial beauty is a norm, it seemed important to remind loved ones that they are perfect the way they are. Jewelry with a message seemed perfect as the message could be kept at all times and remind the wearer that they are beautiful, lovely… and simply perfect.
Simply engraving jewelry with beautiful words, sounded rather backwards in this age of wearables, but it seemed perfect for this mission. After all, jewelry, while a means of looking pretty, is also a type of security to feel beautiful – perhaps a type of protection from the harsh world that we live in where we judge each other based on each others’ appearances.
BE.ARUM designs the jewelry in their Seoul studio and collaborates with local artisans to produce it into sterling silver and 14K gold jewelry. All products are handcrafted locally in Seoul, Korea. Bracelets, necklaces, earrings, and rings are available and range from US$40 to US$160 in price.
Customers can choose from six different collections with different phrases centered around beauty.
BE.ARUM is currently an online-only brand (www.bearum.kr) but has plans to offer products in stores both in Korea and overseas. For the past six months, the brand has built a large fan base on social media and have introduced their message as well as the jewelry to many customers from all over the world – even from Jordan. Most of their customers are from the USA.
Recently, BE.ARUM showcased their products at Indiebrand Fair and had the opportunity to meet various professionals in the fashion industry. Overwhelmed by the positive responses and the two founders look forward to growing the business and spreading the message of both online and in various venues in the future.