I first met Neeranuj Wongwasin, founder of NUJ COLLECTIVE, at the New Faces section of Bangkok Gems in 2024, where I discovered her jewelry and fell in love with her concept. After trying her creations, I was intrigued by her approach to natural stones, minimalist design, and the idea of jewelry as a source of everyday empowerment. What inspired her vision, and how can a simple piece of jewelry become a personal reminder of who we want to be? I sat down with Neeranuj to discover the story behind the brand.
You grew up surrounded by art, colors, and textures, often accompanying your mother to Bangkok’s garment district. You discovered beads there and began making friendship bracelets for yourself and your friends. Looking back, do you recognize the beginnings of NUJ COLLECTIVE in those childhood moments? What did that young girl see in beads that continue to inspire you today?
Definitely. Since those time, I get to explore craftsworks as a hobby and amaze by how our hands can create something new from those small little beads. I fell in love with colors, shapes and forms. I truly enjoy the quiet time making the piece and learn how to connect things on my own. Also, when you make handmade piece, you also need to think of construction of the piece from start to finish. It helps me with thinking process and learning about structure. That is how I approach my work up until these days.
Jewelry began as a personal hobby until someone asked to buy a piece you were wearing, and the orders that followed made you realize you could turn your passion into a business. Do you remember the piece that started it all? What did that moment teach you about your own creative potential?
Yes, it was hand woven chains around the pearl. At that time I was thinking it’s just for fun. Until I deliver the piece and got more orders and many calls from stranger asking for other designs. I always wanted to work in design industry but never really thought of Jewelry. That time was turning point in my life into jewelry world. I felt that my creation can make people happy.
After studying fashion and textile design at Chulalongkorn University, you moved to New York to study jewelry design at FIT and later worked for five years as a designer for a fine jewelry company. How did these different experiences shape your understanding of jewelry, and what did you discover about your own aesthetic while working in the fine jewelry industry?
I think working in fine jewelry world gives me the eye for details. Jewelry is small element, and when you work will such small space, each millimeter count. The back is as important as the front. For my aesthetic, over the years the more I grow up, the more I want to go back to basic. I love simple silhouette, something effortless, but at the same time, well thought out. This simplicity give me peace of mind in this busy world and I infuse that into my work.
During your years in New York, you discovered healing crystals, astrology, and energy work, which became part of your personal journey of self-discovery. How did this spiritual exploration transform the way you think about jewelry? Was there a particular experience that made you realize you wanted to bring these ideas into your own brand?
Wellness world was always something I gravitate towards since I was young. I always wanted to understand myself and others. And during the time I was in New York, getting to learn more about healing crystals and energy allows me to connect with myself deeper. So I was inspired to combine my passion with my experience and create something that is meaningful and you can have it with you all the time, so I started with jewelry. To me, jewelry holds memory and energy. It is something very personal and it can be meaningful gift for you or loved ones.
NUJ COLLECTIVE was born in 2021 with the concept of “Everyday Gentle Empowerment.” It is a beautiful idea that suggests jewelry can support us without needing to make a loud statement. What does gentle empowerment mean to you personally, and how do you translate this philosophy into the pieces you create?
To me “Everyday” is something that is easy to wear, can match with every outfit and can be part of your everyday life. And “gentle empowerment” is how I want our piece to inspire and the wearer as quiet as a whisper that says I believe in you. It is for them to know, not even to show others. So I guess that reflect in our design and branding as well. We even have some design that you can wear 2 sides and hide the stone. When I wear that piece, I always turn the stone inward and show metal side.
Your designs often feature just one or two carefully selected stones, rather than an abundance of crystals. You describe them as gentle reminders that can help us reconnect with the energy we want to embody. Why is this minimalist approach so important to you, and how do you hope a woman feels when she reaches for her NUJ COLLECTIVE piece each morning?
Sometimes when we think about crystal and energy, we often thought that the bigger stone the better. But for me, crystal can be symbol to communicate our belief. I often share with our customers that they can set an intention of the piece, a reminder of your purpose. So every time when you wear or see the piece, your subconscious automatically bring you to that frequency. So it is you that open your heart for new possibilities. So with this concept, 1-2 stone is enough to work as reminder. I hope when women wear our piece, they feel at ease in their own skin. They trust in themselves, feel supported and uplifting.
You encourage customers to trust their intuition when choosing a crystal, believing that the stone that catches their attention may be the one they need. With such a variety of colors, patterns, and natural characteristics, how can someone develop a personal connection with a stone? Is there a particular crystal that holds special meaning for you, and has that meaning changed over time?
I believe that everything is energy. When you look at the stone, just a hint of curiosity or the feeling of I want to touch, or have a look at this. To me that is enough to say that there’s connection between you and the stone. And I believe that each moment of your life, you will be drawn to different stones. Also each one with work with each individual differently. To me, I have special fond to Malachite. It is stone of Transformation and open your heart to take risk. I kept first pieces of my brand in Malachite as It was a reminder to me to get out of my comfort zone and have strength to start new business.
Your designs combine meaningful natural stones, spinning details, and a modern, minimal aesthetic, creating pieces that are easy to wear every day. How do you balance the beauty and individuality of natural stones with the precision, finishing, and wearability expected of fine jewelry? And what role does the spinning detail play in the experience of wearing your creations?
The idea of the bead crystal came from the movement of energy. I thought it would be fun for crystal to move. And beads was available in ranges of colors in the market. Many of my customers including myself really enjoy spinning the bead while wearing it. Somewhat it feels very calming. For the modern aesthetics, I think it came naturally when I draw the piece. I imagine each one matching easily with your everyday outfit and at the same time, caring for nice volume and finishing.
Since launching in Bangkok, NUJ COLLECTIVE has gradually expanded its presence through pop-ups in cities including Hong Kong, Shanghai, and Singapore. As an independent founder, what has been the most surprising or challenging part of building the brand, and what have you learned from seeing how women in different markets connect with your jewelry?
Getting to explore each city gives me point of view of character of women which is very interesting. Most surprising would be some piece are doing really well in one country, and not selling in another country. I think culture of everyday routine also involve in selections of our customers. I think challenging thing is to slowly understand each market and curate the right products and at the same time, be true to our brand as well.
Your brand speaks to “the woman you’re becoming,” suggesting that jewelry can accompany us through personal changes, new ambitions, and different chapters of life. As you prepare to expand NUJ COLLECTIVE’s online presence, what kind of future do you envision for the brand? And if you could leave every woman who wears your jewelry with one feeling or one message, what would you want it to be?
It would be “Be true to yourself, life is a beautiful journey of growing and evolving” I believe that every experience will take us to where we’re supposed to be. And my hope to expand our brand is to be connecting to more women around the world. And like the mission I set for our brand is “To gift to the world meaningful creations that inspire everyday gentle empowerment”.
