Love all things beautiful.
Love all beautiful things.
<Love of the Bush>
Introducing Amondz Magazine, a magazine found at the jewelry select store "Amondz," where you can learn everything from the most basic facts about jewelry to the latest trends.
Editor's prologue
What would it feel like to wake up in the morning to the natural scent of grass and the chirping of birds? For us, whose mundane daily lives require us to hit snooze two or three times and start the day rubbing our eyes with lingering sleepiness, such a humble beginning to the day can be called "healing." Love of the Bush is a brand that wants to convey beauty through jewelry, not just a brand that makes rings. The beautiful everyday life she talks about begins with drinking blueberry tea in a verdant, misty grove. As Audrey Hepburn famously said, "For lovely eyes, look for the good in others," her endeavor to love all beautiful things in the world may stem from her own perspective. Let's observe the work of Love of the Bush, which lies at the forefront of that perspective.
A story of beauty
Imagining a day with Love of the Bush, her morning would be very refreshing.
Representative of Love of the Bush
Designer Choi Erhim
Editor: The brand name is impressive.
Erhim: My name, Erhim, means "love" and "forest." Perhaps because of that, I love trees. I started the brand very personally, and maybe that's why I feel that I'm most focused when I'm running the brand. So, naturally, I thought of "forest" and started using it in packaging, and then actively incorporated the forest into designs and collections.
Editor: If you were to formally introduce Love of the Bush?
Erhim: Love of the Bush started with "metal" as its base material, and it is a brand that pursues aesthetic sense and sensibility, a brand that speaks of aesthetics. Rather than simply being a brand that makes rings, I want to introduce it as a brand that speaks of "beauty" based on the material "silver."
Editor: I think "aesthetic sense" or "beauty" is, in a way, a subjective domain.
Erhim: Of course, I think aesthetic sense differs from person to person, because the criteria for what people consider "beautiful" vary. Therefore, I believe that to understand people's aesthetic sense, we can discern it through which jewelry is close to their body, and I think that choice is based on their own subjective criteria of what they consider "beautiful." Based on that premise, as someone who creates jewelry, I had a desire to propose to people what I consider beautiful and what my sensibility is.
Editor: What do you think is the secret to Love of the Bush's popularity at Amondz?
Erhim: First, it's because Amondz is a specialized jewelry platform, and I'm grateful that the Amondz team provided good support.
Editor: That sounds like an answer tailored to Amondz.
Erhim: If there's another reason, I don't think it's an era where customers simply buy silver or gold rings. In modern times, it's not only a means of showing oneself but also an item that can express oneself most intimately. I believe people consider what kind of color the brand has, what it pursues, and what kind of worldview it presents, and then, wanting to share that brand's sensibility, they decide to make a purchase. That's why I operate the brand with such care, and I think people appreciate that aspect of Love of the Bush and go on to make purchases.
Editor: What was the process of launching the brand "Love of the Bush"?
Erhim: Actually, it hasn't even been a year since I launched the brand. It's been about 5-6 months since I created the website and joined Amondz. I've been working with metal since I majored in it in my early 20s. Also, I liked shapes and sculptural beauty, so I was interested in arranging metals, and I was very interested in expressing my own aesthetic sense. The cups and objects you see here now were also made by me.
Most of the work was based on prototypes, and while doing this work, I wondered what the most beautiful models and arrangements were, and since "beauty" changes with arrangement, I'm always thinking about such aspects.
Editor: What kind of design does Love of the Bush pursue, and what is the unique atmosphere of Love of the Bush?
Erhim: At first, I simply developed designs that I genuinely wanted to create. On top of that, I wanted to develop designs that were faithful to the basics, yet with a bit of sculptural flair, that could be worn daily, and that, the more layers were added, the more they evoked the wearer's preferred sensibility.
Some people might layer very simple, daily items to show their own unique sculptural form, while others might use just one or two pieces to express their individual taste. I continuously introduce this layering method.
Editor: I'm suddenly curious about what kind of jewelry you first made.
Erhim: The first item I made was the "no carved ring / gold" ring. I think it's a simple yet striking design without any excess.
Editor: What has been the most popular item among Amondz users so far?
Erhim: This ear cuff is a bestseller, and this product, where flower fragments are wrapped around a ring, was also very popular.
Although it looks flashy, it feels rather simple when worn, making it an item that can be worn daily without burden, or used as a single statement piece. It can be layered with understated and simple rings, or enjoyed with the same or different thicknesses. The particular charm of this design is the scene where light dwells between the raw stone and the carving when light hits it, creating a sparkle. Upon closer inspection, it is much more charming and elaborately detailed.
Editor: Could you tell us about the new collection released in May?
Erhim: If previously it was about layering various basic lines, this collection was about what is "Love of the Bush-like."
Editor: What story is hidden within it?
Erhim: For example, this story begins with the imagination of, "What would life be like for someone who lives with Love of the Bush, and how would her day be if Love of the Bush became her everyday companion?" It depicts a woman living in a misty forest, where Love of the Bush is always with her as part of her daily life. What would her morning routine be like? What would it be like the moment she wakes up? Around May, when there's a refreshing and vibrant atmosphere with a pleasant mist, I designed the jewelry while contemplating what kind of jewelry would suit the season.
The design of this collection started with my personally favorite "circle" shape, and the result of sculpturally arranging various thin and small prototypes became this collection.
Editor: If you were to introduce the Bush New Collection released in May and #OOTD to Love of the Bush fans, what would you say?
Erhim: This collection offers the joy of layering various prototypes. The "bold bangle" ear cuff is an ear cuff that utilizes carving techniques.
It's a design that's easy to try in everyday life, and since it's inlaid with opal stones, it's perfect for creating a calm atmosphere.
The most beloved ear cuff is "blueberry." You can wear the ball in the front or in the back. The shape visible changes depending on the direction of the ball, so you can wear it according to your preference, and each has a different feel. I hope you'll have fun with the shapes.
Editor: How you became a jewelry designer.
Erhim: I majored in metal crafts and have worked with a lot of silver, copper, and iron. In my early 20s, I did a lot of object work and liked to compose spaces around objects. At first, I thought I was interested in space and objects, but I think I just liked the sculptural form itself. So the thought came to me, "What if I try creating and introducing jewelry as a sculptural form?" And I think the result of choosing "jewelry" as one of the messages I wanted to convey is the beginning of the Love of the Bush brand.
Erhim: Among Parisian artists, the designer "Garance Vallee" made a strong impression on me. She is an artist who does a lot of object work, such as mirrors and furniture that compose spaces, but she also does this work in painting and expresses it in jewelry. Seeing her work, I was surprised, thinking, "Turning favorite furniture into jewelry!?" I learned that one's aesthetic sense can be expanded into various domains, not just limited to the medium of furniture.
Editor: To those who love Love of the Bush.
Erhim: Rather than there being a specific type of person, I think many people become curious about a brand after enjoying its colors. More than just feeling incomplete without a ring, it's about those who find joy in the jewelry itself, saying, "I dressed this way today, so I want to layer it like this, or try styling it differently." It's for those who want to coordinate jewelry to add to their own charm, and I hope they enjoy Love of the Bush 🙂
STAR MARKS 3MM
STAR CARVED 4MM
LOVE OF THE BUSH EARCUFF O1