12 Years of YCL: A Story of Growth, Intention & Community
At YCL, we believe jewellery tells a story. As we celebrate 12 years of creating meaningful pieces, we’re sharing ours. From how it all started, to the key moments that shaped us into the brand you know and love today, this is the journey of YCL.
From Nursing to Jewellery Design: A Seed of Hope
Before YCL, I worked as a nurse, but deep down, I knew I was meant to create. Even though I’d always dreamt big, I didn’t imagine I’d one day be designing jewellery, let alone leading a brand with a global community.
What started as a quiet seed of hope, the belief that I, too, could be a jewellery designer, slowly grew into YCL. Those early days were filled with uncertainty, but also a deep sense of purpose. I didn’t have a plan, but I had a vision. I wanted to create pieces that people would connect with.
The Moments That Shaped Us
Over the years, there have been pivotal turning points, moments that helped shape YCL into the brand it is today.
- Year Two: One aligned influencer collaboration brought incredible traction. The landscape looked very different back then, but the connection was organic, and it showed us what was possible.
- Growing the Team: Hiring my first employee, Emily, was a milestone I’ll never forget. She’s still a dear friend to this day. Building a team of like-minded, heart-led people has been one of the greatest joys of this journey.
- From Handmade to Partnership: In the beginning, I hand-made every single piece, which eventually became a limitation. Transitioning to work with trusted manufacturing partners (who we now call family) allowed us to grow without compromising on intention or quality.
- Launching SYMBOLISM: This collection felt like a true embodiment of YCL. Deeply personal and artistically driven, it represented everything the brand stands for, storytelling through meaningful design.
Our Evolution: From Palette to Purpose
YCL has always evolved with intention. From our early branding in soft whites and neutrals, we moved into our signature deep wine hue, a shift that felt more aligned with who we truly are: bold, soulful, and grounded.
Our collections have matured, too. What began as simple, heartfelt designs have grown into something far richer, pieces that hold memory, meaning, and emotion.
The First Piece: Humble Beginnings
I still remember the very first piece I created, the Compass Ring. At the time, I didn’t even know what “wholesale” meant. I bought a brass ring base at full retail and glued four rose quartz cabochons onto it to form a compass shape.
It was handmade, humble, and filled with intention, a small beginning that carried the spirit of everything YCL would become.
The Collections That Define Us
Over the years, a few collections have become part of YCL’s identity — loved by our community and worn every day as part of their story.
- Charm Bar - A playful, ever-evolving collection that invites you to curate your own story through symbolic charms.
- SYMBOLISM - Our artistic, soulful side. Each piece is designed to hold meaning and become part of your personal narrative.
- Petite Initial Necklace – Our most recognisable piece. This best-selling necklace is a timeless way to carry meaning close to your heart, and it’s become a true YCL icon.
We design new pieces for each collection every year, so our community can continue to build on their stories and make each piece uniquely their own.
Meaningful Moments with Our Community
Some of our most special moments come from the people who wear YCL every day. Recently, I had the chance to meet Poppy, a long-time community member I’d connected with on Instagram for years. At a YCL event, she shared how much her jewellery meant to her, how she wears it daily, and how it’s become part of her story. That connection, in person, was incredibly grounding and beautiful.
It’s these moments that remind us: YCL is so much more than jewellery.
The Heart of YCL: Our Team & Culture
As a team, we’re always growing, not just professionally, but personally. We value curiosity, creativity, and compassion. Everyone on the team is an inspiration to one another, and we encourage each other to show up with heart and intention every day.
When we hire, we look for people who value growth. It’s the thread that ties us all together.
Lessons We Carry With Us
Running a business for 12 years has taught me more than I ever imagined. Some of the most important lessons?
- Know your data - it gives you clarity.
- Hire right - The right person in the right role can transform your business.
- Stay open to change - pivoting often leads to growth.
- Trust yourself - your inner voice knows the way.
These principles have become the foundation of how we operate, create, and move forward.
What’s Next for YCL?
Looking ahead, our vision is to continue evolving, not just as a brand, but as a storytelling space. We want to go deeper, refine our essence, and keep creating jewellery that connects people to their own stories.
To everyone who has worn, gifted, or shared YCL over the years, thank you. You are a part of this journey, and we can’t wait to see where the next 12 years will take us.
