SOAMI is more than jewelry—it’s an evolving expression of identity, intimacy, and intention. Existing at the intersection of personal story and design, offering wearable pieces that are extensions of self. 

Each creation is customised to the individual: from emblem engravings that hold personal meaning to our BONDED™ permanent jewelry, designed to mark moments, transitions, or quiet commitments. 

At SOAMI’s core, we believe in adornment as ritual—grounded, sensual, and lived in. SOAMI offers not just jewelry, but a way to be seen, remembered, and felt. What we truly offer is a space for people to connect with themselves—and with others—through pieces that speak without needing to explain.

Founded by Mindy Aletheia Chow in 2017, her background in visual communication and branding naturally led her to think about the experience of the brand. It then led into a deep dive into the world of jewelry—driven by a desire to understand its history, materials, and meaning, and how it could connect people. Mindy immersed herself in hands-on learning, seeking guidance from mentors and experts all around the world — while largely self-teaching to refine her craft. Today, she is a certified piercer, well-versed in jewelry welding, the art of traditional hand stamping; jewelry curation, styling, illustration, and design, —bringing a multidisciplinary approach to every SOAMI piece.

With her keen eye for detail and a natural skill with her hands, Mindy's intuitive approach brings pieces to life in a way that feels both personal and refined. Beyond her craftsmanship, she creates a warm, welcoming space in her atelier—where guests are invited to explore self-expression, tell their stories, and feel truly seen.