Our Brand

Founded in Hong Kong in May 2020, 90Ninety’s is the city’s first dedicated ear cuff store. We celebrate natural beauty, combining style with comfort, and encourage everyone to embrace their truest self.

Over time, ear piercing became a fashion trend. Young people wore pierced earrings because most designs required it—but at the cost of creating a hole in the ears. We wanted to break that norm.

Our products are piercing-free and fully adjustable, including ear cuffs, free-size rings and bracelets worn as ear cuffs, and necklaces. By removing restrictions of gender, age, and pierced ears, everyone can enjoy jewelry without compromise.

We embrace a “minimal yet edgy” aesthetic. Our designs focus on nature, line art, and geometric patterns, combining elegance with comfort and ease of wear. Each piece enhances the wearer’s charm while celebrating a lifestyle of simplicity and natural beauty—without the worry of irritation or inflammation caused by pierced earrings.

Each ear cuff is crafted locally using traditional wax carving techniques, with prototypes checked for appearance and comfort before silver casting, polishing, and gold plating. Made from hypoallergenic S925 sterling silver, the cuffs are malleable and adjustable, ensuring a perfect fit for any ear.

Vision: To redefine jewelry as an expression of individuality, accessible, comfortable, and timeless.
Mission: To create beautiful, adjustable, and inclusive jewelry that empowers everyone to embrace their personal style without compromise.