Interview with Minh Luong
- What path led you to become a contemporary jewelry artist?
During the pandemic, I suffered from severe burnout and had to leave my corporate job. It gave me time to re-think my entire life. In fact, I was close to losing the will to live since at the time I couldn't see any purpose in life. However, during the same period, I would somehow get very drawn to the power of high jewelry sparkles. Everytime I'd walk past the street rue du Rhône – where all the high-end jewelry stores are located in Geneva, my soul would ignite instantly, and this reminded me that as a kid, I would collect gemstones too! I then took jewelry design, lapidary and wax carving classes.
- How would you define your style in the world of jewelry?
I'd say: minimalistic, asymmetric, elegant and pure!
- How do you balance innovation with tradition in your art?
Balancing innovation with tradition is central to my approach as a jewelry designer. Being based in Geneva, I feel incredibly fortunate to draw on centuries of Swiss high jewelry craftsmanship. This heritage is something I want to carry forward through my own brand — particularly with a focus on sustainable, Swiss-made pieces.
However, in terms of design, my goal isn’t to replicate old high jewelry but to reimagine it for the modern women. A key highlight in my collection is the convertible single earring, which offer a fresh twist: they can be worn as classic studs or transformed with heart pendants, allowing the wearer to mix, match, and style them based on their mood or the occasion. I wear mine every day and they’re truly versatile. And to add a layer of innovation, I’ve incorporated magnets into the design, which not only adds to their functionality but also makes the collection feel genuinely unique. For me, this balance of timeless Swiss quality with playful, versatile design is where tradition meets innovation in a way that feels true to my vision.
- How do you think sustainability impacts the contemporary jewelry world?
To me, sustainability in jewelry is a response to pressing environmental, ethical, and social needs that reflect a shift in the way we value and produce luxury.
That's why transparency is a core value for me; I want customers to understand what they’re purchasing. When I first learned about the standard heat and chemical treatments applied to gemstones, I was shocked — these modifications are rarely disclosed to the end customer. In response, I’ve committed to using untreated natural gemstones, sourcing locally when possible, and sometimes even going gemstone hunting in the Swiss mountains to ensure true ethical origins.
Sustainability isn’t just about materials but also about creating a positive impact. Beyond handcrafting from recycled or ethical 18k gold, I felt a deep need for my brand to be a force for good, and so I partnered with Milkywire, an environmental platform. With each purchase, I donate 1% to local NGOs, supporting their grassroots environmental efforts.
Ultimately, I hope to inspire others to think differently about their actions. Sustainability, to me, means creating a ripple effect — helping as many people as possible feel accountable and empowered to make choices that protect our planet.
- Have you collaborated with other artists or designers? How was that experience?
Not yet but if I had that chance, I'd love to design a watch ! If you're a watchmaker, I'm all ears for a potential collaboration.
- Is there a message or philosophy you wish to convey through your creations?
Through my first collection, I wanted to honour Buddha – his philosophy of life is so inspiring, it helped me heal and cope with depression. I wanted to create a daily reminder to live in the present moment so that I suffer less in this life. That's how the Buddha Ear Collection was born. I want women to wear this collection as a talisman so that they see the beauty of life – even in its darkest moments.
- What has been the most significant feedback you’ve received on a piece?
During Milano Jewelry Week 2024, a woman approached my exhibit, looked at my work (earrings "Eternal knot I noir"), and almost instantly, she broke down in tears. She shared with me that she had always felt different, carrying a sense of isolation deep within. But in that moment, while looking at my jewelry, she felt seen and understood, as if she wasn’t alone anymore.
It was incredibly moving to see how my jewelry could resonate with someone on such an emotional level. You should know that I designed those pieces when I was in a very dark place in my life, and the fact that my message was somehow understood is absolutely beautiful. I will definitely keep making jewelry with purpose and heart.
