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