Designer DETAIL - Jooyeon Sung

Jooyeon Sung takes an aspect of the ordinary and turns it into something quite extraordinary…

Based in Melbourne, Jooyeon Sung is the creator behind exclusive online jewellery retailer Joobees Design. Joo’s former profession of award winning landscape architect facilitated a solid base for her jewellery craftsmanship and creativeness, and jewellery designing was a natural evolution.

How was the transition between architect and jewellery designer made?

Unlike her landscape architecture projects that took a significant time to deliver the final product, the Joobees brand was created as outlet for Joo to express her creativity with more immediate results.

Natural Inspiration

Most of Joo’s inspiration derives from the natural blueprint of the environment and its geometric architecture. Joo’s art and design reflects natural foliage, flowers, trees, animals and sea creatures, and draws references to past projects as an architect.

“The pearl mesh necklace inspiration comes from the living screen project I worked on in the Docklands (Melbourne), where wire mesh is installed over 7 storeys of the car park to grow climbers.”

“There are also some sea creature inspired pieces, such as the jelly fish earrings.”

A special touch.

Joo’s Korean heritage and cultural background is also evident in her creative design choices, making use of vibrant colours and delicate fine lines that is unique to Korean architecture, costumes and antique jewellery.

Sourcing precious and semi-precious gems from around the world, Joo enjoys working with beautiful materials and natural resources.

“Inspiration comes from colour and shapes of the pearls & stones themselves. They are nature’s true gifts. By observing their individual beauty and relationships to one other, I often find ways to merge and construct.”

Rarity and individuality of designs is the norm at Joobees Designs. Natural inspiration and organic roots form Joo’s design ideals, which results in the creation of unique one-offs.

“Repetition or mass-produced jewellery pieces lack personality and soul,” says Jooyeon. “I only make up to 3-5 pieces per design. I want every design/piece to be special.”

Tell us about your favourite piece from the collection?

“My favourite pieces would be my brooches (left). It was inspired by my mum's antique brooch and I've added a little twist through mixing different materials.”

For true glamour, look to the Great Gatsby necklace, complete with elegant pearls and intricate beading. This is our pick for those looking for a striking addition to any outfit.

Joo’s designs are available nationally and exclusively online at www.joobees.com.