Passion for beauty
/ Sung Jong-yun
Vanity is the definition of women in Seoul. In the city with the highest concentration of plastic surgery clinics in the world, women strive daily to become more and more beautiful. So having to sell jewelry to them must require a demanding degree of passion for beauty, one can assume.
By Kim Bo-eun
Kim Jeong-ju, a jewelry designer for 25 years and the manager of her jewelry line Mucha, evidently had that quality. Throughout the interview, Kim, adorned with jewelry of her own creation, would peer into a mirror to check her appearance.
Kim has been designing tiaras for the Miss Korea beauty pageant for nine years and has also been promoting Korea through her jewelry by incorporating Korean elements into her pieces. She received a presidential commendation for her work in 2009.
Kim set foot in the jewelry business when she opened a small jewelry shop in Jongno, central Seoul, in 1997. Ten years later, she launched the Mucha brand and moved the shop to Mucha’s seven-story building in Cheongdam-dong, the posh district in southern Seoul. This year, Kim launched a second brand, Lamucha, which has made inroads into Hong Kong.
What got you started in the jewelry business?
I have been fascinated by beauty ever since I was a young girl. When I was in college, one of my professors suggested that I become a gemologist. I didn’t study art ― I majored in the natural sciences ― but since jewelry design involves science, such as in calculating angles, my background turned out to be very helpful.
How did you come up with the brand name Mucha?
I was very much inspired by the works of Czech Art Noveau painter and decorative artist Alphonse Mucha. The mysticism and charm of the images of women he created were in line with the kind of jewelry I wished to design.
What efforts has Mucha been making to promote Korea to the rest of Asia and the world?
As a designer, it occurred to me that I should incorporate the Korean spirit into and make it manifest beautifully in my designs, so that they could let the world know of Korea. So, Mucha has been incorporating elements representing Korea ― such as Hangeul and the national flower rose of Sharon ― into the jewelry designs, and foreigners who come to Korea have shown much interest in these items.
What do you think determines the value of jewelry, and what kind of jewelry does Mucha aim to make?
Rarity, hardness (resistance to scratching and breakage), stability and beauty. Usually, when people look at jewelry, they pay the most attention to what it looks like from the front, but we pay a lot of attention to the sides and back as well, so that the piece is beautiful from all angles.
Where do you get your inspiration from?
There are things that captivate me, things that make me stop and get ideas from. Everything can be a source of inspiration, from faces on the street to nature. It’s really about how you view your surroundings – it requires the ability to observe and find beauty in things other people fail to notice.
What do you think jewelry means to women?
Jewelry is the most beautiful communicator of one’s innermost thoughts and feelings.
Tell us about your favorite jewelry item.
Because I design tiaras, I like designs incorporating tiara motifs, like the earrings and ring I am wearing.
Could you give some tips on wearing jewelry for year-end occasions?
Layering has been the trend, but I would suggest that you select just one or two bold items instead of wearing a whole bunch of accessories. The items however, would need to be very eye-catching, like an oversized stone ring. To make the jewelry stand out, tone down your outfit – black is always a good choice – but select items that will show off your womanly figure.
What are your plans for Mucha?
My plan is to open 10 shops within the next two years. We first plan on entering China and neighboring countries in Asia and then move on to countries in Europe. What we’re doing, as in the case of Hong Kong, is exporting our license.
