Our Brand
90Ninety’s · Hong Kong · Est. 2020
Our Story
Less Is More. Never Less You.
An independent Hong Kong jewelry brand founded by Lawrence and Vivian, with a special focus on no-piercing ear cuffs and the freedom to express your own style.
A Different Kind of Beginning
90Ninety’s was born in Hong Kong in May 2020, during a time when everything seemed uncertain.
When the COVID-19 pandemic struck, we both lost our jobs. Vivian had worked in engineering and procurement, while Lawrence came from a design background.
Like many young couples, we once believed that having more meant living better. We worked, earned, spent, and surrounded ourselves with things without truly understanding what mattered.
Losing what we had changed our perspective. We began to realise that freedom doesn't always come from owning more. Sometimes, it comes from needing less.
Less is more. But having less doesn’t mean giving up beauty, creativity, or individuality.
A Love Story Behind the Ear Cuff
Vivian has always been afraid of the pain of ear piercing, so she never had her ears pierced.
For our wedding, Lawrence personally designed an ear cuff for her, so she could wear something beautiful without needing a piercing. What began as a small expression of love became the inspiration for something bigger.
We realised that ear cuffs offered more than an alternative to traditional earrings. They offered freedom of choice.
Piercing is a personal decision. We simply believe it shouldn't be a requirement for enjoying beautiful ear jewelry.
At the time, we couldn't find a Hong Kong store dedicated to ear cuffs. So we decided to create one ourselves. And 90Ninety’s was born.
Minimal Yet Edgy
Our design philosophy is rooted in something we learned through experience: you don't need more to express who you are.
Simplicity doesn't mean sacrificing personality. Having fewer things doesn't mean giving up style. And choosing a simpler life doesn't mean becoming ordinary.
For us, Minimal Yet Edgy is the balance between simplicity and individuality. We are drawn to clean lines, sculptural forms, subtle textures, and unexpected details.
We believe a small piece of jewelry can make a meaningful statement without demanding attention. Sometimes, the smallest details say the most.
Designed With Purpose
Beautiful jewelry should do more than look good. It should feel natural to wear.
Lawrence leads our design direction and takes part in the development of our jewelry, from early concepts and prototypes to adjustments in fit and form.
Different designs begin in different ways. Some are shaped through traditional wax carving, with details sculpted by hand. Others begin as technical drawings or are developed using 3D design software.
Our NASAPUNK ear cuff, for example, combines an industrial design approach with precision CNC machining.
Regardless of the technique, we return to the same question: how does it feel when someone actually wears it?
Through repeated prototyping and wear testing, we've explored different opening sizes, widths, angles, and weights. These details make a real difference to how an ear cuff sits on the ear.
Rather than relying on pressure alone, we develop ear cuffs to work with the natural contours of the ear. Our aim is to make ear cuffs approachable even for someone discovering them for the first time.
Two People, One Shared Vision
Behind 90Ninety’s are two people who never expected to build a jewelry brand together.
Lawrence brings his background in design and creative direction. Vivian looks after the technology, administration, and operations that keep the brand moving forward.
We didn't begin with a grand business plan. We began with curiosity, determination, and a belief that jewelry could offer something different.
What started as an uncertain new chapter has gradually become something we can build together. We are still learning, designing, and growing.
Born in Hong Kong. Worn Worldwide.
Since 2020, we've been fortunate to see our jewelry reach people far beyond Hong Kong.
From customers discovering ear cuffs for the first time to seeing them become part of everyday style, each connection reminds us why we started.
One particularly meaningful milestone was having our jewelry displayed and sold at the HKTDC Design Gallery at the Hong Kong Convention and Exhibition Centre, a space showcasing Hong Kong design. For a small independent brand, it was a moment we felt incredibly proud of.
What has surprised us most is discovering how many people around the world share our perspective: people who love jewelry but don't necessarily want pierced ears, who value thoughtful design over excess, and who believe personal style should always be a choice.
What began with a single ear cuff designed for Vivian has grown into a collection that includes ear cuffs, earrings, necklaces, rings, and bracelets. Yet our original belief remains unchanged.
Our Philosophy
We believe in thoughtful design, personal freedom, and finding beauty in simplicity. We hope our jewelry encourages more people to explore their own style and discover a different way of wearing jewelry.
Because minimalism isn't about having nothing. It's about making room for what matters.
Less Is More. Never Less You.
90Ninety’s · Born in Hong Kong. Worn Worldwide.
Designed with intention.
All Products
