SHAMSEILI LAUNCHES IN HONG KON
Hong Kong-based jewellery brand Shamseili unveils its demi-fine collections through a world shaped by founder Sam Shamseili’s Persian roots, Danish childhood and background in competitive ballroom dance. Bringing together sculptural forms, intricate details and adaptable designs, the brand explores jewellery as an expression of identity—not about becoming someone else, but something of yourself made visible.
Shamseili introduces three core collections—ÉPINGLE, ROCK and ÉPINGLE Petite—alongside a first look at ROZ, a forthcoming collection inspired by the rose of Shiraz, his mother’s hometown. Crafted from a refined selection of materials—including 18K yellow gold, sterling silver, lab-grown diamonds, moissanite, black onyx, and rock crystal—the collections range from HK$1,800 to HK$12,685.
A feeling before a brand
“My first memory of jewellery reaches almost to my shoulders,” says founder and designer Sam Shamseili. He was a child wearing his mother’s party earrings: impossibly large, catching the light and swinging as he danced. His mother sang while his father recorded the moment on a home video camera. “There was nothing to get right. No one else to become,” he recalls. “I didn’t have a name for the feeling. I only knew I wanted them to stay on.”
That early experience of being entirely himself became a thread through his life. For years, it found expression in ballroom dance, where discipline and attention to the smallest details earned him a World Championships medal. What stayed with him, however, was the individuality within the discipline: the way the same movement could feel different depending on who performed it. Today, that understanding takes shape in jewellery. A design may begin with Shamseili, but its expression belongs to the person wearing it.
Persian artistry. Danish refinement.
Shamseili’s design language holds two places together: the Persia of his roots, with its poetry and artistry, and the Denmark of his childhood, with its simplicity and quiet elegance.
“When I design jewellery, my hands seem to remember both,” he says. Richness of detail meets clarity of form. Graphic pins interrupt polished links; diamond-set contours sit alongside smooth gemstones; substantial chains find a lighter counterpart in fine, fluid constructions. The result translates the craftsmanship and visual weight of fine jewellery into an intentional demi-fine proposition. Created for all genders, the collections are connected less by a prescribed look than by a personal relationship with what one wears—whether that means a single ear cuff, a signature chain or several pieces combined.
THE COLLECTIONS
ÉPINGLE — Character, worn your way
ÉPINGLE is Shamseili’s modular signature: a collection about confidence, character and the freedom to make a piece your own.
Its chain alternates between links pierced by a pin and links bearing the Shamseili emblem. Plain and moissanite-encrusted variations offer different expressions of the same graphic design. That individuality extends to its construction. Bracelets can connect to form a necklace, while clasps fasten at any link, allowing the wearer to adjust length and configuration. Contrasting finishes present further possibilities for personal combinations.
For Shamseili, the collection expresses the idea of wearing a piece of yourself on your skin. Its character is distinctive; its final arrangement is yours.
ÉPINGLE Petite — The signature in a lighter expression
ÉPINGLE Petite distills the signature into two links on a fine, fluid chain: one pierced by the ÉPINGLE pin, the other bearing the brand’s emblem. Their weight brings movement to the design, catching the light against the skin. Available as adjustable necklaces and bracelets, with plain and moissanite-encrusted variations, ÉPINGLE Petite offers a quieter expression of the same character. It is designed to become part of everyday dressing—worn alone or alongside jewellery already loved.
ROCK — Sculptural form, diamond light
ROCK explores the relationship between defined contours, light and the body. Lab-grown diamonds in colour grades D, E and F trace sculptural forms, while black onyx and rock crystal introduce smooth surfaces and contrasting depth and transparency. The collection spans ear cuffs, earrings, rings and necklaces, from compact diamond-set accents to elongated pendants that move with the wearer.
Worn individually, the pieces bring focus to an ear, a hand or a neckline. Combined, they create a more pronounced expression of the collection’s forms.
A first look at ROZ — Preciousness at the roots
ROZ turns towards inheritance: the culture, memories and connections we carry forward. Inspired by the Damascus rose of Shiraz, Shamseili’s mother’s hometown, the preview ring follows the flower from bloom to stem to root. A sculpted rose sits on one side; on the other, six roots cradle a three-carat moissanite, as though the gemstone has grown from the heritage beneath it.
“A rose on one side. A gem on the other. In between, the story of where I come from,” says Shamseili. The gemstone is not placed at the centre of the flower. Its preciousness is found at the roots.
The ring offers a first glimpse of a collection that will also include earrings, an ear cuff and a bracelet. Through each collection, Shamseili returns to the feeling that began with his mother’s earrings: “My pieces feel like armour, but there is nothing to defend. Only something of me stepping into the light. I put them on and recognise myself.”
Availability: The ÉPINGLE, ÉPINGLE Petite, ROCK and ROZ collections are available to order through the Shamseili website. Crafted from a refined selection of materials—including 18K yellow gold, sterling silver, lab-grown diamonds, moissanite, black onyx, and rock crystal—the collections range from HK$1,800 to HK$12,685.
