By: Connie Etemadi

Luxury usually feels synonymous with unattainable. CHOE Jewelers, founded in 2024 by entrepreneur Judy, refuses to accept the idea that elegance must come with compromise or inflated cost. Specializing in moissanite, a lab-created gemstone nearly indistinguishable from diamonds, CHOE offers timeless, diamond-inspired pieces at a fraction of the traditional price. It’s creating a space for women who want their jewelry to reflect smart style and personal values.

CHOE’s collection is entirely curated and designed by Judy herself, an intentional move that illustrates the brand’s tightly held vision. Its necklaces, earrings, rings, and bracelets capture the grace of traditional diamond jewelry, without bending to fleeting fashion trends. Every item is crafted from high-quality, tarnish-resistant sterling silver, using only nickel- and lead-free metals. Its adjustable features are built in wherever possible to make sizing inclusive.

“We focus on sophisticated silhouettes that stand the test of time. Think of a round-cut solitaire pendant, a tennis bracelet, or a bezel-set stud. Our collection looks effortlessly luxurious while remaining practical for daily wear,” Judy says.

CHOE is a relatively young brand. However, it’s built on a strong foundation. For over seven years, Judy has run Kisper, a successful e-commerce line focused on Italian silver chain necklaces. With Kisper, Judy established a high-volume supply chain, shipping numerous pieces globally each year. This scale and experience gave her the logistical muscle to launch CHOE with agility and confidence.

Many small brands enter the fine jewelry space and find themselves struggling with high minimum orders, lack of factory access, and limited shipping capabilities. Meanwhile, Judy was already deeply embedded in the manufacturing world. She is proficient in Mandarin, studied business, and maintains direct relationships with overseas suppliers. Her creative control and operational scale enable CHOE to offer genuine luxury at honest, transparent prices.

Besides affordability, CHOE focuses on challenging the assumptions in the traditional jewelry industry. Judy was first inspired to launch CHOE after attending a gemstone show in Hong Kong in 2023. There, she discovered moissanite of stunning clarity and brilliance, sourced from one of the world’s top producers.

“As someone who has always appreciated classic diamond jewelry but also knows the behind-the-scenes economics, I knew I had found a better way,” Judy shares. Moissanite, lab-grown and eco-conscious, offers more brilliance than many diamonds, without the ethical baggage or artificially inflated cost.

The answer lay in creating jewelry that looks, feels, and lasts like diamond jewelry without the exclusivity. Judy sketched her own designs, combining clean, iconic lines with the authentic sparkle of high-grade moissanite. Each CHOE piece is custom-set to mimic the finish and feel of real diamond pieces.

Overall, the founder wanted CHOE to be the go-to brand for every classic staple a woman needs in her jewelry wardrobe. “CHOE is all about offering timeless pieces that can be worn every day or saved for special moments, all without fear of loss, damage, or cost,” she states.

Though CHOE launched just over a year ago, its organic growth has been impressive. The brand started humbly, with Judy selling pieces to family and friends, then expanded to local circles, and statewide, and now ships globally via its direct-to-consumer website. Customers have been vocal in their praise.

One customer said, “My friends think I’m wearing real diamonds – and I am! Just smarter ones.” Another shared: “I could afford traditional diamonds, but why would I? My CHOE tennis bracelet gets the same compliments as my colleague’s $8,000 version. The difference? I put that $7,600 toward my daughter’s college fund instead.”

CHOE now looks forward to expanding thoughtfully, maintaining its commitment to classic pieces while exploring partnerships with major retailers to bring the brand’s message to a broader audience. What won’t change is the heart of the brand: timeless style, ethical sourcing, and transparent pricing.