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HOW IT STARTED

Genevieve Tan, the founder and designer of YARD YARN was a graduate from Temasek Design School. Like many, her career started right after graduation. At 26, she coincidentally launched YARD YARN without any clue of the future. Similar to other startups, there were the unpredictable challenges before the brand manages to settle down and launch the first capsule in 2015.

The collection garners a rise of attention from the unique choice of material. The jewellery designs uses unexpected daily hardware that is largely seen in the garment industry. They are surprisingly lightweight and wearable, despite being unapologetically bold. The development continues to evolve in the direction of resistance. Despite the many changes, the brand adheres to the initial concept and objectives.

CONSTRUCTION
CONSTRUCTION

Each piece is carefully hand assemble and build to form. We work on endless possible designs that put comfort as the priority. Made for the long-wearer by keeping most pieces below 50 gram. The unique double clasps system that we developed makes alternating designs attainable.

MATERIAL
MATERIAL

To maintain the consistency and quality, we work with tarnish-free 304 stainless steel. Time to time, glass and pearl beads are introduced to enhance the designs.

INSPIRATION
INSPIRATION

By adopting inspirations from nature and daily objects, the work of YARD YARN will be a good fusion of industrial and feminism.

PACKAGING
PACKAGING

Functional, reusable and presentable all at the same time. The selection of packaging collides closely to the brand identity. Utilising the paper wrappers for our merchandise which are sealed in a clear pouch.

"We try to minimise repeated branding so that customers are able to reuse them."

OBJECTIVE

"My message is straightforward, that is to promote the domestic handmade industry, and that quality designer pieces can be absolutely affordable. I take this venture to also educate consumers about the effort that is put into conceptualising and crafting. Even though this startup came at the weirdest timing, I can eventually look back without any regrets. YARD YARN has given me an outlet for my passion and I am the gladdest when people are appreciative of what I do. I am still hopeful of the future."

Genevieve Tan,
Founder and designer