Jia Jia

Jia Jia

Jia Jia was founded in February 2020 by Jia-Jia Zhu, a former fashion buyer at Bergdorf Goodman and Saks Fifth Avenue who left retail to study yoga and crystals in Bali before turning that interest into a jewelry line. The brand's signature is raw, uncut and unpolished crystal set into 14k and 18k gold, a deliberately unfinished look that treats the stone as the whole point rather than something to be smoothed over.

Jewelry

This is the core of what Zhu set out to make when she launched the brand exclusively through Net-a-Porter in 2020: raw crystal quartz, much of it sourced in the United States, left uncut and unpolished so the stone keeps its natural form. She has said she avoided glue entirely in early production, which limited who would even work with her. It is a fussier way to make jewelry, and it is the entire premise of the brand.

More Jewelry

Pearls entered the line almost by accident, threaded through gold chains alongside crystal pendants, until client demand pushed Zhu to spin them into their own dedicated 18k gold collection called Atlas in 2023. It is a good example of a brand that let its customers tell it where to expand next. The pearl and stone combinations remain some of the label's most requested pieces.

Still more Jewelry

The Happy Buddha pieces started as something Zhu made for herself, a pink tourmaline pendant she wore as a personal symbol before people began buying it off her neck. That origin story is very literal: the collection exists because strangers kept asking where to get one. It has since become one of the brand's most recognizable signatures.

Our honest take

Jia Jia's spiritual framing, crystals, meditation, a calling in Bali, could easily read as marketing gloss, but the buyer background at Bergdorf and Saks gives the founder real merchandising instincts underneath it. The raw, uncut stones are a genuine point of difference from the polished gemstone jewelry most competitors sell. Whether the woo woo language works for you or not, the product itself is distinct enough to stand on its own.