Jennifer Yu has always had a natural eye for style and a deep love for jewelry, accessories, and fashion—especially pieces that celebrate whimsical, playful details and personal expression. From a young age, she loved exploring how styling could tell a story, experimenting with how layers, textures, and finishing touches could transform an outfit and express a mood.

Creating a jewelry and charm brand where she could bring that passion to life was a natural extension of everything she’s always loved. With Jyuls By Yu, Jennifer channels her talent for styling into a collection designed to be stacked, layered, and endlessly personalized. Each piece reflects her belief that jewelry should evolve with you—empowering self-expression, celebrating individuality, and sparking joy in the everyday.

We source our handcrafted charms and jewelry from skilled artisans in Korea, working in small batches to ensure exceptional quality and attention to detail. Each charm features our signature hinge clasp design for easy attachment and removal – a thoughtful innovation that makes personalization effortless and empowers you to create combinations that are uniquely yours. Pop any charm on a bracelet for brunch, add it to a necklace for date night, or mix and match with your other favorite charms. It's like having a new piece of jewelry every time you wear it!

Inspired by our founder’s story, our jewelry chains carry names drawn from words of empowerment and positivity, because we believe that what we wear should remind us of our strength, our dreams, and our unlimited potential.