Today we’d like to introduce you to H77R77. They and their team shared their story with us below:
H77R77 was founded out of an unfulfillment and longing that my partner and I had. We love fashion and decorating our lives with beauty but found it difficult to find products that matched our aesthetic preferences for the exquisite jewelry that dominates the market. We were tired of the stereotype associating jewelry with fine or precious stones and wondered if there could be people like us, fascinated by the handmade traces on metal, preferring distinctive jewelry and rejecting homogenized aesthetics. In this way, H77R77, a jewelry brand with a rebellious attitude towards life and design language, was born in Atlanta from curiosity, purifying a repressed desire and fantasy. As the opposite of the mainstream industrialized production in the market, we set the model of H77R77 as only one piece per design (one of a kind), which is from our original intention of creating the brand, deliberately preserving the traces of the metal in the production process, like the moment when amber embraces an insect, and framing in the fluidity of the sudden bursts of severity and beauty in the randomness. In each handmade process, the material flows and reshapes in an unknowable way, and such uniqueness and uncertainty is H77R77’s attitude and design language. For H77R77, jewelry is not only an embellishment about dressing but also a conversation builder, a poetry that flows over skin and fabric. Under the blurring of space and time, we are confronted with simplicity and authenticity that are infinitely close to the truth and issue our own questions. Rough but delicate, splendid but elusive, sleek but intricate, H77R77 captures the sparks of collision between sensibility and fragility, touching the cracks with an independent stance. Like a mirror in the darkness, H77R77 is rooted in the shadows of life.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
I don’t think any business is easy at the beginning. In the development stage of H77R77, the biggest difficulty we encountered was the shortage of capital and brand promotion. We are just fresh graduates, and our family and friends were supportive of our decision to start our own business, but they didn’t give us a lot of financial support. Faced with this situation, we tried to find ways to save money and seek more business opportunities. For example, we relied on our own photography skills for our print shoots rather than seeking cooperation from photographers. For example, we have also set up an offline silver jewelry workshop, which allows people who have never been exposed to jewelry making to experience making their own jewelry. Branding is also a challenge for us at the moment. In this internet age, anything can be an overnight sensation, but more often than not, it’s the people and projects that are waiting for their chance. We have tried using internet platforms for promotion, such as creating an account exclusively for the brand on Instagram. We are still experimenting and hope to find more effective channels and ways.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
What we think makes H77R77 special is our pattern and design language. We are committed to respecting craftsmanship, insisting on handmade, and making each piece of jewelry one of a kind. This is our attitude and what makes us special. Secondly, the design language of H77R77 is that all jewelry is released in the form of a collection. Each collection has a unique theme and concept, with an original novel laying behind its concept. Our jewelry designers are contemporary jewelry artists who have participated in many international exhibitions, so H77R77’s jewelry is a harmonious balance between art and commerce, giving commercial jewelry an artistic beauty and uniqueness.
Do you have any advice for those just starting out?
I think the most important thing for you is not to hesitate. If you have an idea or desire, take action to make it happen. Even if the result is not necessarily successful, the experience and knowledge gained in the process of your action is valuable.
Contact Info:
- Website: https://www.h77r77.com/
- Instagram: https://www.instagram.com/h77r77studio_/
Image Credits
H77R77
