Story

HOW IT STARTED

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

The collection garners a rise of attention from the unique choice of material. The jewellery designs use unexpected daily hardware. 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.

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CONSTRUCTION

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

MATERIAL

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

PACKAGING

Functional, reusable and presentable all at the same time. The selection of packaging collides closely with the brand identity. We utilised paper wrappers and individual clear pouches for our merchandise.

"We try to minimise repeated branding so you can reuse them."

INSPIRATION

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

OBJECTIVE

"As an independent maker, my message is straightforward. I'd love to demonstrate the affordability and quality we can bring. I take this venture to educate consumers about the effort 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. I am still hopeful of the future."

Genevieve,
Founder and designer