Jewelry wasn’t initially part of Melinda Zeman’s plan. She studied communications at USC before returning to Hong Kong and working in real estate and later in marketing. In fact, “if you’d asked 10 years ago, I would have said no, that’s crazy”.
Jewelry wasn’t initially part of Zeman’s plan. She studied communications at USC before returning to Hong Kong and working in real estate and later in marketing. In fact, “if you’d asked 10 years ago, I would have said no, that’s crazy,” she admitted.
“Hong Kong is a very homogeneous society where everyone is Chinese and being the only non-Chinese-looking person in my family, I did feel somewhat out of place because I just looked so different,” she recalled, describing how she felt the “odd one out” due to having wavy hair and being darker-skinned than her relatives.
“I fell in love with his story, the fact that it had this strong East-meets-West component and that he was a silversmith bringing European craft to China, especially at that era,” she said, explaining that she’d swapped in the double-O to make the name less French and more playful. Also congruent with her multicultural and international upbringing is her desire for Boochier not to be typecast as “a Hong Kong-based brand,” preferring to see it as a label that’s “not rooted in one particular location.” If she ever opened a flagship, it would be in London, New York or even Tokyo, she added.
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