YVMIN
YVMIN is an experimental jewellery brand from Beijing, founded in 2013 by Xiaoyu Zhang and Min Li. It makes playful, concept-led jewellery, hair accessories and decorative glasses.
| Founded | 2013 |
|---|---|
| Founders | Xiaoyu Zhang, Min Li |
| Base | Beijing, China |
| Concept | Body decoration laboratory |
| Website | yvmin.com |
What is YVMIN?
YVMIN is a Beijing-based jewellery label founded in 2013 by Xiaoyu Zhang and Min Li, both graduates of the Central Academy of Fine Arts. The name combines sounds from the two founders' names. The duo first worked as Studio Yümin before establishing the brand, and Zhang gained early recognition at the 2012 Marzee International Graduate Show.
Products and positioning
YVMIN calls itself a body decoration laboratory. Its pieces mix metals, pearls and gemstones with whimsical motifs such as butterflies, cats, bows, strawberries and cakes, often with punk accents. The range includes:
- Earrings, necklaces, rings and bracelets
- Hair clips and claws
- Decorative glasses and sunglasses
- Face and body jewellery
The brand has collaborated with labels including Shushu/Tong and Ashley Williams, and has worked on decorative covers for a prosthetic limb.
Distribution
YVMIN sells through its own online store with worldwide delivery and is stocked by international retailers such as SSENSE and HBX.
Why it matters
Described by Jing Daily as a favourite of Chinese Gen Z, YVMIN shows how independent Chinese designers use collaborations and a strong visual identity to build community and international reach.
Frequently asked questions
Who founded YVMIN?
YVMIN was founded in 2013 by Central Academy of Fine Arts graduates Xiaoyu Zhang and Min Li.
Where is YVMIN from?
YVMIN is a jewellery brand based in Beijing, China.