Every idea starts with a problem. Mine started when I was studying MBA while maintaining a full-time client facing job. I constantly found myself going from one destination to another without any break in between. One day, I needed to meet a client right after working out so I  wore the necklace to my workout session and went straight to the client dinner afterwards.  However, I didn't notice I had broken the chain during the workout and it fell on to the dinner table when I leaned in to grab the menu. 

This embarrassing experience led me to start looking for high quality fine jewelry that I can wear all the time. However, I was shocked by the high price tag during my search and decided to look into the reason behind the price. After visiting and talking to a few fine jewelry suppliers,  I found out most of the time the high margin was purposefully created ( not needed !) by the luxury brands to maintain the "luxury" brand image and their expensive celebrity advertisement campaigns. That is why I decided to start Azuco Jewelry to create an alternative.

Through Azuco, I’m striving to make high-quality, minimalistic modern jewelry with a fair price tag. My hope is that each piece can be worn from cheering kids on the sidelines at a sports game to business negotiation tables to a date night.