Special Love for Trendy Pairings

Party After Dark
Meet the high-sensitivity designer brand
x reasonably priced jewelry at the jewelry concept store amondz

 

START

Congratulations on being chosen as the first person to introduce the Amondz solo project! (laughs) How long have you been with Amondz?

As soon as I started the Party After Dark brand, almost at the beginning, I was contacted by the MD in charge at the time and joined Amondz. Amondz also seemed to be in its early stages back then.

 

#JEWELRY DESIGNER

Since it's the first time, let's start with a basic question. What motivated you to start designing jewelry?

Actually, I majored in fashion. When I was styling for lookbook shoots after assignments in my fashion major, I used to prepare styling not only for clothes but also for shoes and accessories based on a concept. That's when I fell in love with accessories, and I thought I would definitely do accessories if I ever returned to Korea. So, as soon as I arrived, I started buying and assembling accessories in Dongdaemun and selling them, and I've been learning one thing after another and showcasing new designs ever since. That's the beginning of Party After Dark.

 

Have you lived abroad?

I lived in New Zealand since middle school. I started living in Seoul when I entered in 2017, so it's been 5 years now. I'm more familiar with Korean culture than foreign culture now; I'm a full-fledged Korean.

 

What was it about jewelry that you found so appealing?

I'm the type of person who feels a sense of accomplishment from creating things directly with my hands. This was important when I studied fashion, and naturally, I kept it in mind when I started with jewelry. I think fashion and jewelry are similar yet different. While sewing, I sometimes felt inexplicably irritated and suffocated (laughs), but in the process of making jewelry, I could fully concentrate my thoughts, and I really enjoyed that aspect. Actually, right after returning to Korea, I worked as a freelancer, collaborating with fashion magazines on production, planning lookbook concepts and content. I did work for a fashion marketing company for a while, but I decided it wasn't for me, so it didn't last long. It was after I left that company that I seriously started launching the brand name I had been contemplating in the back of my mind for a long time..

JEWELRY

Although jewelry is within the fashion category, it must not have been easy to decide to switch fields. Were there any concerns before starting Party After Dark?

I figured I'd regret it anyway, so I might as well start and then worry about it after acting. So, rather than spending time deliberating, my main thought was to just begin. In fact, I was very eager to learn quickly.

 

Amondz exclusive #amondzexclusive

Amondz exclusive is unique because it doesn't just sell existing products, but rather collaborates with designer brands to create products that reflect the needs of Amondz customers. I'm curious about the process involved in working on Amondz exclusive.

Since Party After Dark mainly focuses on unique designs, and due to the nature of jewelry design, we didn't have many popular daily designs or couple ring products, which led to many inquiries and concerns. At that time, a funding project for couple rings was launched, and its concept was "diamond rings with various special designs." Through that project, Party After Dark created its own unique couple ring designs. However, since the funding project was a one-off, there were many inquiries afterwards about how to continue this work. After much deliberation, I was contacted by MD Lee Hyang, and we began working on Amondz exclusive.

If you were to introduce the amondz exclusive couple rings, how would you describe them?

I didn't want ordinary couple rings. Since those with a handcrafted feel are preferred over standardized ones, these came about. Rather than being immediately recognizable as couple rings, I wanted to create couple rings with a personal meaning for two people, so I incorporated unique designs with the symbolic meaning of diamonds into couple rings. These are rings for those who want couple rings that are different from others.

There were various needs among those who wanted couple rings. MD Lee Hyang, who is in charge, provided concrete suggestions on what those needs were and what designs are currently trendy. Some wanted thin couple rings, others wanted bold or trendy styles, and some preferred couple rings engraved with anniversaries or meaningful dates to hold their own special meaning. Based on these needs, we naturally added Party After Dark's unique sensibility, and these jewelry items were designed and produced with different concepts for each. The two most popular rings are the ones with and without diamonds. I've also heard reviews that the "wave" on the surface of the ring makes the fingers appear slender when worn. I think they are truly good items for daily wear while also having a unique sensibility.

 

The charm of Party After Dark couple rings is that they look ordinary, but upon closer inspection, they are subtly different, which I think is captivating. (laughs) When you first see diamonds, you might not notice much difference from cubic zirconia. However, over time, cubic zirconia loses its brilliance. So, a diamond ring, which retains its sparkle over time, might be better for expressing love! The Bold Wave Ring would be good for those looking for bold or trendy couple rings. While typical bold rings can be uncomfortable to wear, this ring is designed with such cases in mind, providing a comfortable fit. Some people wear a mix of the Natural Diamond Wave Ring and the Thin Wave Ring as couple rings or friendship rings. This combination is also recommended! 

The appearance and the actual feeling when worn are completely different. When you actually wear it, it's very comfortable and feels like enough of a statement even when worn alone!

In fact, I personally pursue styling that makes a statement with just one piece, so I tend to design jewelry that can create a sufficiently stylish look without being excessive. They're good as couple rings or friendship rings, but sometimes I also layer them with other rings for styling. The rings below can be engraved to commemorate anniversaries. I recommend them for those who want couple rings or daily items that are unique to them. Since meaning can be incorporated, not only couples but also families, friends, and even individuals seek them out. They can be purchased as a set, possessing a bold yet lovely charm, with beautifully flowing lines and surfaces, and a captivating translucence each time they reflect light, enhancing their uniqueness, which customers who wear them really appreciate.

 

Did anyone use them as rings other than couple rings?

Many people matched them as friendship rings, and some mothers and daughters matched rings together. I once recommended Amondz to someone who bought a diamond wave ring through funding but lost one piece.

BRAND: PARTY AFTER DARK

The combination of the two words "party" and "dark" is unique. I'm curious about its meaning. If you look closely at the product names, like "stay calm," you can feel a message. The characteristics of the product design are also unique.

The meaning of "party" that I experienced while studying abroad since I was young was special. There were large and small parties, but the most memorable one was the official "prom" party held by the school when I graduated from college. A prom party is usually a sad farewell to the college years, but it's also a party that signifies the eagerly awaited start of the future. It means both the "end of an end" of school days and the "beginning" of adult life. Parties usually start when it gets dark, so at this time, the words about darkness, "dark," became linked with "party," and therefore, when I eventually launched a brand, I wanted to imbue it with the feelings and emotions of that time, which were most meaningful to me. Since then, the two words "party" and "dark" have been in my mind, and because I had such thoughts for a long time, when I started the brand, I didn't have much trouble with the name or concept. The brand name "Party After Dark" can be broadly interpreted as a jewelry brand to be worn when I want to shine the most, such as at parties, and also contains the implicit meaning of a glittering moment, a new beginning..

How long has it been since you started Party After Dark?

It's been about three years since I registered as a business. I started working on it seriously about a year ago.

 

I imagine you've had various experiences over the past three years.

There's really no end to learning when it comes to jewelry. After learning metalwork, I want to learn gem setting, and I want to do more detailed work using computers. I want to showcase diverse designs each season by utilizing these techniques. I'm still learning, of course.

 

I'm curious about Party After Dark's collections. They are expressed with different moods, but there's still a "Party After Dark" essence. I'm wondering where you draw inspiration from and how it translates into your products.

Speaking of the last two collections, the first season reflected my personal preference for nature, with the theme of "natural texture." I used stones as a motif or directly photographed shells to incorporate their texture into the designs. For the fourth season in 2020, I drew inspiration from architecture, divided it into four themes, and reflected it in the designs. The line names are Step into, Stay calm, Fill in, and Be new. I'm usually very interested in architecture, and I particularly like organic architectural forms like those by Zaha Hadid and Frank Gehry. My younger brother majored in architecture, and we once went on a trip to Europe together and visited the Louis Vuitton Foundation, which is quite far from the tourist areas. At first, I complained, wondering why we had to go all the way there when there were so many museums in the heart of Paris, but my mind changed after seeing it. Seeing building shapes I had never considered before felt like my horizons had broadened. Since then, I remember wandering around buildings to experience architectural spaces rather than just viewing artworks. Not just the organic shapes of the buildings, but also the "paths" created by those shapes and the "passes" people made within them were fascinating to observe. After returning to Korea, I wanted to see more of these actions stemming from such forms, so I looked for DVDs. It was a space I went to every day, but when I observed it from this perspective, I saw it in a completely new light. DDP also has an organic shape even on a flat surface, with many entrances and diverse human activities. Analyzing that and breaking it down into four parts formed the second collection. This part was a condition that developed after graduating from university (laughs), but I wanted the themes to be a bit unusual and special.

 

Party After Dark Styling

If you were to recommend styling that suits Party After Dark products or the exclusive couple rings?! I'll ask the fashion expert. (laughs)

Party After Dark products are, I think, items that can be a statement piece all on their own. They have an understated feel, not overly done or forced. When you're wearing just a white T-shirt and jeans, or clothes, and something feels missing, wearing one of our items completes the look. That's the kind of styling that Party After Dark items can achieve. Since it's winter now, a long 'stay calm natural wave Necklace_3' or a 'Stay calm moon Necklace_2' that falls just below the neck, paired with a turtleneck, a coat, and brightly colored pants or a skirt, would make a stylish look. In winter, people often coordinate with black, so even just one simple necklace can add enough flair to an outfit. And of course, rings on both hands are a must! I think the 'amondz exclusive' line is also perfect for layering with existing products. Wearing it daily and then with other jewelry on special occasions would create even more wonderful styling.

If you were to introduce Party After Dark, what products would you primarily want to showcase?

Rather than a main item, what I'm focusing on lately are the Monthly items. The reason I started planning Monthly items is that typically brands release new products only once or twice a year, and I felt a sense of regret about not being able to show new pieces for such long intervals. It's also a promise to myself to keep designing and planning to avoid becoming complacent. Unlike the lookbook line, Monthly items are designed for everyday wear. They are easy to wear daily, even when washing or sleeping, and they also blend well with seasonal products. It's been three months since the Monthly items were launched, and now I want to create other jewelry like necklaces and even objects. It's only been about three months since I started, but I want to showcase a variety of jewelry, including not just rings but also earrings and necklaces, through the Monthly item project.

Designer Jung Sunghyun

You seem to have interests in many different areas. I'm curious about your hobbies (laughs).

I have many hobbies, but I'm not good at sticking with them consistently. I used to do various hobbies like knitting and swimming. The longest I've done is pottery. When you work with pottery, although the materials are different, the process of creation, shaping, and finishing is quite similar to metalwork. Lately, I've been too busy for pottery, but I sometimes try to create pottery-like pieces with wax. Maybe I'll be able to show them next season.

Since you majored in fashion, you must be interested in many more fields. Where do you get your inspiration from?

I've been majoring in design since high school, so inspiration is actually the hardest part for me. It also takes a long time to decide on a theme. For one semester, I sometimes spent two months just researching to decide on a theme. Once I decide on a theme, I like to unpack its deep meaning and incorporate it beyond three dimensions, but while that might have worked during university, it's too difficult for a brand, so I tend not to pursue such themes. That's why, these days, I truly draw inspiration from everyday life. Unique flowers or buildings I pass by, even doorknobs, all look like jewelry to me. I immediately take pictures and draw rough sketches to transform them into jewelry. Then, when I'm preparing for a season, looking at them helps me decide on a theme.

Do you have any favorite brands?

My favorite brands are Jacquemus and Alex Mullins. Actually, it's more accurate to say I like the designers rather than the brands. I want to become an adult who, once I earn enough money, fills my closet with Jacquemus clothes and accessories (shoes, etc.) (laughs). The results of both designers are certainly different, but if I had to find a commonality, I'd say it's their "experimental aspect." This is something I like, but also something I want to emulate. I think Jacquemus is a designer who conducts significant experiments with patterns (silhouettes), and personally, I'm inspired by such design processes. I'm greatly influenced by seeing how patterns, which break away from conventional formal frameworks, eventually become the shape of clothing, such as a jacket collar flowing from the shoulder to the front of the body becoming the top part of a dress. For example, it greatly helped me get ideas to transform earrings and rings from their basic forms into different shapes. In this season, for instance, earrings becoming cuffs, or changes in silhouette that flow from the earlobe after emerging from the ear clasp, are examples of this. Not only that, but I think Jacquemus is a designer who pays a lot of attention to campaign photos and runways, and since lookbooks are one of the important ways to express a season's concept, there's a lot to learn from this part, and I'd like to apply it to Party After Dark as well.

Epilogue

I've often heard the saying, "There's an end to every beginning," but hearing the story of "beginnings and ends" through "Party After Dark" is fresh and charming, as if I'm hearing it for the first time. The weight of various thoughts and experiences that go into creating a single piece of jewelry must be proportional to the joy the user feels when receiving that product. We'll be keeping an eye on the evolving designer brand, "Party After Dark," as it changes with each passing year.

FILL IN HEART RING_1 View Item

FILL IN CUTIE HEART RING_1 View Item

FILL IN HEART RING SMALL VER View Item

STEP INTO SQUARE RING_3 View Item

CLOUD HEART RING View Item

STAY CALM BOLD RING_3 View Item