A Mother’s Love: The Story of Devotion Behind Gilin Fine Jewellery

Is elegance an aesthetic or a state of mind? This was a question I asked myself recently following a conversation with Jojo Cheung, the Founder of Swiss luxury jewellery brand Gilin. Her signature style is poised, feminine and timeless, often set with investment-worthy gemstones in a variety of saturated hues. I was also taken by the beautiful story of a mother’s love that is woven through her brand identity, including the fact that the name Gilin is an amalgamation of her family nickname, Gigi, and her daughter’s name, Lina. These deep connections are a big part of what makes each Gilin jewel special, and I would like to share some of these unique creations with you below…

Gilin was established in Zurich, Switzerland, in 2017, although its origins can be traced much further back across more than two decades as Jojo Cheung found her footing in the world of luxury. She was born in Hong Kong, and it was here that her jewellery journey began. By steadily building connections and accumulating a wide range of experiences, she opened her first showroom in central Hong Kong in 2011, serving in-the-know clients from across the globe. However, a new love story was about to begin! After travelling between Germany and Hong Kong frequently for many years, she made the bold move to relocate to Switzerland in 2015 and start the European chapter in her ever-evolving career. Just a handful of years later, in 2017, she presented Gilin to the world, both as a symbol of her devotion to her daughter and also as a vehicle to present fine jewellery, unique masterpieces, and investment gemstones to her network of international clients.

Gilin invites you into a world where love and artistry unite, leaving an indelible mark on your soul.

This fusion of East and West is something that really shines through the brand’s offering, especially its high jewellery creations, of which around 40 are produced annually. Many are thematically linked by a floral theme, whether that takes the form of colourful titanium petals or the shape of a butterfly edged with rose thorns in yellow gold. Jojo tells me that she is constantly inspired by the landscapes of her home in Switzerland, especially its springtime flowers, snow-capped mountains, art and architecture. I have always felt that Switzerland has a serene and peaceful air, which may help to explain the design direction for Gilin’s sophisticated jewelse. As an aside, the brand benefits from talented makers in Switzerland, Paris, Germany, and Hong Kong, ensuring it has access to the best-of-the-best experienced artisans.

Of course, one should trust only the finest craftspeople with exceptional minerals! Jojo is something of a gemstone hunter, travelling around the world to find investment-grade stones for her clients. Examples include a sensational 7.15-carat Paraiba tourmaline ring surrounded by 5.12 carats of diamonds; a rich and entirely unheated 3.01-carat ruby from Mozambique, set in a ring with 3.71 carats of diamonds, and a no-oil Colombian emerald of 1.69 carats, accented with 1.92 carats of diamonds.

“My jewellery design is very classy and unique,” Jojo tells me. “The Gilin woman is independent, has her own thoughts, is brave and has strong, passionate opinions about her own life and the dreams she is chasing. My pieces can be worn in different locations to express their individual characters and personalities.” The ideas that emerge during our conversation are all about transitioning from day to night and enjoying a dichotomous personality that’s sophisticated, professional and poised during the day but able to let loose a little in the midnight hours! Here, I think we are seeing the strengths of a woman, a working mother no less, designing for other women in a similar position and sharing the same values. “By the nighttime, we need to express ourselves and present another facet of elegance. We can be more fun and enjoy the world, and so we offer different collections to help women showcase their personality and stand out from the crowd.”

I appreciate Jojo’s laser focus on how her jewellery makes her customers feel. To me, jewellery is similar to body language in the way that it can reveal so much about a person without a single word! She describes her jewellery as instilling confidence in a woman, tapping into her specific energy, and allowing her to feel beautiful, which is a wonderful mission statement, especially when combined with genuinely valuable minerals like fancy colour diamonds, sapphires, rubies, and emeralds. She adds: “I feel that every single stone has this energy… it brings power, confidence and accentuates the elegance of a woman. At the same time, we provide our clients with investment-quality gemstones to share with the next generation of their families.”

All this passion and commitment is crying out for a larger audience. In recent years, Gilin masterpieces have been sold via private events, its own website, and auction houses, notably Sotheby’s, which has sold a selection of stand-out pieces. Take, for example, a diamond and pink sapphire brooch, mounted in platinum and 18k yellow gold, featuring the most zingy shade of pinkish purple, and the Royal Flame sugarloaf sapphire, carved tanzanite and diamond brooch-pendant. Sotheby’s has also sold two Gilin demi parures – the Rosalinda brooch and ring with brilliant- and single-cut diamonds, both mounted in titanium and 18k yellow gold and another with a ring and earrings set with oval cabochon rubies, circular-cut rubies, pink sapphires and brilliant-cut diamonds, also in titanium.   

Alongside these one-of-a-kind pieces are a series of Gilin fine jewellery collections, including the classical diamond-set Audrey, Lilian and Classic Gilin ranges, and the colourful Candy & Jelly offering with pops of sugary-sweet morganite, kunzite, bi-colour tourmaline, sapphires and candy floss-like rutilated quartzes. I must also mention the brand’s array of fancy green, yellow and pink diamonds, which are beautiful additions to its Signature collection and present an alternative take on the classic diamond engagement ring. One piece in particular – a ring with a heart-shaped fancy yellow-green diamond of 3.12 carats, surrounded by a further 3.76 carats of pear and round brilliant-cut diamonds in 18k white gold – is a favourite of mine. 

Looking to the future, Jojo is on a mission to share her story of unwavering adoration, both for her daughter and for colourful fine minerals, with the world. It is always a pleasure to tell the stories of women who have found their place in the world through jewellery, something that I can certainly relate to! I hope this insight into the Gilin universe will encourage you to seek out the emerging brands and success stories, many of which fly under the radar but are no less deserving of our praise.