Photo Credit: David Goh @davidgohstudio

The Brand

SOAMI is an independent  jewellery brand based in Singapore that creates demi and fine jewellery steeped in wonder and connection.

SOAMI (pronounced sow-me) is a word blend of the phrase 'So am I', a phrase only ever used in response to someone. The brand champions connection and meaning in everything we create, and we aim to bring a little magic to everyday life.

We use the finest quality of conflict-free precious materials of Gold Vermeil (Gold plated silver) Solid Gold. We offer a wide engravable range designed for you to engrave a name, a memory, a seasonal reminder. Our designs are steeped in stories, or our philosophy.

All items are packaged in our ready-to-gift SOAMI box, beautifully sealed.

At SOAMI, it is about inspiring kindness and grace into the way we think, give, live and love. SOAMI was founded in November 2016 and the site was officially launched in February 2017.

About the Founder

Mindy is a designer turned entrepreneur who built her business from ground up. She graduated from The School of Art, Design and Media in Nanyang Technological University with an honours degree in Visual Communications. She subsequently grew an interest in business and its intricacies. Her post-graduation retail stint with a luxury atheleisure brand equipped her with the understanding of the inner workings of a successful retail company and further sparked her interest in consumer psychology and luxury branding. With her background in design and branding, coupled with the relevant skills and her love and curiosity in the world of jewellery, marked the beginning of SOAMI.

Our Pledge

Using only ethically sourced materials, it is important to us that the entire process of production is conflict-free. Our owner has a strong relationship with our makers and crafters.

Working so directly with the source of our products, we not only have more knowledge on our pieces, we also cut out a lot of middle-man costs which would have otherwise translated to unnecessary mark ups unto our clients.


The SOAMI flagship store is located at:
252 North Bridge Road, Raffles City, #03-27, Singapore 179103