Welcome to MAMA'S world

A magazine you'll find at the jewelry editing shop, Amons,

from the most basic facts about jewelry

to the latest trends.

Introducing Amons Magazine.

 

prologue

Mama Casar's designs are unique. However, they are neither excessively avant-garde nor do they tell a story so detached from reality that it makes them impractical to wear. Rather, they develop attractive designs that allow users, who need to incorporate trendy moods into their everyday jewelry, to style them freely. To achieve this, Mama Casar, a growing brand, undergoes countless research and testing processes for at least three months before a season's launch, battling time day by day to release products that are trendy yet enhance the user's inherent charm and styling regardless of the season. Today, Amons Magazine presents a story filled with the true essence of Mama Casar, interviewed as the brand enters its third year in 2021, moving towards spring. Three years since its launch, it's a brand that has already accomplished much, brimming with significant stories, yet confidently exclaiming, "We still have so much more to do!" and forging ahead—a vivid scene of progress. From the birth of a trendy and witty jewelry brand to its rapid growth, including growth episodes and honest accounts from its passionate crew. Let's open the door to the first installment of "All About Jewelry Brand," presented with Amons Magazine's unique perspective.

 

A jewelry brand with a concept "unlike any other domestic local brand."
How many jewelry brands are there currently in Korea? If you include brands of all sizes, from large to small, and even one-person jewelry operations, there are far more than we might imagine. Add to this the jewelry brands actively operating around the world, and the product designs, concepts, and images pursued by each brand must be diverse. However, I wonder how much "jewelry" and "style" from these various brands Koreans are truly enjoying today. While the industry already offers such a wide variety of styles that it's said all reasonable designs have already been created, aren't people's preferred design styles limited to just two or three? In this reality, as they struggled, it became a known fact that everyone, without exception, was increasingly releasing "safe" and "sellable" jewelry rather than expressing individual uniqueness. It was in this environment that the jewelry brand Mama Casar was born, boldly declaring its ambition to "create a unique brand unlike any other in Korea." While it's typical for brands to conduct market research, benchmark, analyze strengths and weaknesses, create appealing selling points, and then brand and launch their products before opening, Mama Casar's case is a bit different. Mama Casar is not a brand that was launched by benchmarking a specific brand or concept.

 

 

(Reference: Mama Casar Official Website: http://mama-casar.com)

 

Trendy Fashion item 「Products that are perfect as fashion items (Fashion Jewelry)」
Mama Casar, a "contemporary street jewelry brand," presents unique and innovative collections each season based on the sensibility of contemporary art and culture, centered on the keywords "unique chic," "trendy chic," and "twist that brings freshness." Reviews like "It's so beautiful when you actually wear it" and "It's unique and easy to style daily" prove this. Perhaps that's why, once you discover Mama Casar's charm, you'll find yourself buying two or three pieces. Mama Casar's jewelry captures the eye with its unique designs, yet its designs become increasingly integrated into daily life the more you wear them. It seems to hide various designs that offer freedom, allowing the wearer to choose their preferred mood, encompassing uniqueness, daily wearability, and even luxury. Did you know that the scissor shape, which is a motif for "Tongs," was inspired by clothespins? Because the designs are naturally inspired by everyday life, there's no disconnect between their uniqueness and their integration into daily styling. Mama Casar presents special collections such as recode, GRIP, tongs, AVIROD, favo-lit, and shape6 four or five times a year, reflecting fashion and consumer trends and incorporating the brand's unique wit. In addition, there are seasonal limited edition products for enthusiasts! You can find information about each collection and item on Mama Casar's official website and Amons.

 

In two years, Mama Casar held 15 pop-up offline stores. This number shows how consistently and diligently the brand has worked every season as a single brand. Mama Casar's offline stores were sensuously designed, utilizing striking red collection display cases, to allow consumers to experience Mama Casar's unique designs and brand sensibility that couldn't be seen online. Keeping pace with this progress, as a new brand, it achieved the remarkable feat of entering Shinsegae Department Store Gangnam in its second year of launch! At the Hyundai Main Store (Apgujeong), everyone who passed by seemed to buy at least one item, suggesting that Mama Casar's offline customer experience, which shines even brighter offline, is also a factor in its success.

 

 

#INTERVIEW

Cho Eun-byeol, Mama Casar Brand Director, Team Leader: "The beginning and end" of all work related to "Mama Casar."

As someone who directs a jewelry brand, you often wear jewelry. Why do you love it so much?
Throughout my career, from "jewelry designer" to director, I've worked in the jewelry industry, so I've seen and worn countless pieces of jewelry. At first, I liked pretty jewelry designs, but over time, my criteria for choosing jewelry to keep close to me gradually changed. Now, I'm drawn to jewelry that is comfortable to wear and provides a unique touch. When I meet people, they know I work in the jewelry industry, so they're curious about what jewelry I'm wearing. Having experienced this expectation from people many times, I want to wear items that have unique appeal or special jewelry that I can recommend as a jewelry expert. Perhaps that's why I either buy and repeatedly wear products I truly like, or I don't wear jewelry at all from the start... In such moments, the Mama Casar ball ear cuff is easy to wear. Both yellow and white colors work well depending on the styling. I highly recommend it!

 
It's so beautiful in person. Enough to want to buy one.

Mama Casar has many such precious items. They are designs I'm very proud of, but it's regrettable that they're not as widely known as I'd hoped. Jewelry, by nature, looks so different in photos compared to when it's actually worn, so I'm always pondering how to convey this aspect online.

Every word is filled with affection. Could you be more proactive in promoting the appealing points of the ball ear cuff?
The "shape6 ball ear cuff" has unique shapes and two colors as its charming points. I usually don't wear much makeup, but when I do, I wear it with the yellow side facing forward. When I put on makeup and dress up, I wear it with the white side showing. The ball ear cuff I'm wearing now is made of silver, plated with 14K gold, so the key point is that it offers luxury, comfort, and versatile styling. Furthermore, I think "cuffs are excellent items for adding a focal point to styling with just one piece. Rather than jewelry worn for special occasions, in these times of COVID-19, it's the kind of jewelry that can be worn daily, blending naturally into everyday life while adding a stylish touch. It's perfectly suited to current trends."

Also, it seems that some people are somewhat unfamiliar with the item "cuff." Do you have any tips for those considering purchasing a cuff?
Silver and gold are soft materials, so they have a certain degree of flexibility. When force is applied, their shape can be adjusted to some extent. For those who are trying an ear cuff for the first time or are considering purchasing one, I recommend starting with silver products. This is because they are affordable, allowing you to try various designs, and you can easily adjust them by hand to fit your ear. If you wear them adjusted in this way, there's less risk of losing them, and it might also alleviate styling concerns.

The beginning of Mama Casar. And what kind of work are you in charge of now?.
Mama Casar is a brand that holds more personal meaning for me than just work. Currently, my position at Mama Casar involves everything from starting season preparations and product planning to setting the initial direction. Once the work is somewhat underway, I review and finalize what the team members have prepared before it reaches consumers. So, my role can be summarized as the beginning and end of new work within Mama Casar. Honestly, I don't pay that much attention to everything. However, the Mama Casar team has good teamwork and a history of working together, so there are parts where colleagues excel on their own, and this also gives me great strength.

It seems like no other brand feels the sincerity of each team member towards the brand and work as much as Mama Casar.
I believe brand operation ultimately depends on the importance of each part. Only when each part performs well can the brand be enhanced after its creation, and not just jewelry designers who design products, but each team member can focus on their own field and produce quality results.

I imagine there was a lot of work when you first started working together. Do you have a personal principle for communication, if any?
I assert my opinion in areas where I'm responsible, but when it's time to listen to team members and trust them, or when I need to be persuaded, if someone makes a convincing argument, I'll say, "Oh, that's a good idea!" and proceed smoothly. It goes better than expected. I want to give them a lot of freedom. While managing the team, rather than simply pushing my own opinions, I try my best to listen to the good ideas of the team members and work together towards a positive direction. After becoming a team leader, I also realized that I tend to be easily swayed. I take responsibility for the areas I need to, but in areas where employees can handle things sufficiently, I want to say that I have an open mind to give them opportunities and challenges.

Could you introduce Mama Casar's team more specifically?
From the "jewelry designer" who designs Mama Casar's jewelry, to the "MD" who contemplates and executes how to present and sell these products, to the "marketing" personnel who advertise to make these products feel approachable to consumers, to the "logistics team" (production management/FOM) who inspect products produced at the factory and deliver them until just before they reach the consumer. Additionally, there are "offline" and various management points, and currently, I operate as the team leader for each part. Managing these aspects takes up my entire day, and often, what I actually need to do gets done after all my colleagues have gone home. However, I don't dislike spending my day so hectically and having time pass quickly. I try to enjoy all aspects, from trying new ideas and working together on proposals, to the small but regular things that happen to maintain the brand, and solving problems, big and small, together.

You are both a section leader and a team leader. Working together on so many things, I imagine relationships with colleagues are also important, and perhaps those relationships feel like work too.
When it comes to work, there's a clear distinction between professional and personal. That's my principle, my standard. However, when I'm not working or after work, I try to be friendly, like an older sister in the neighborhood. This is the style of working I've developed with my team members. I don't know how the team members feel (laughs), but I always have the mindset of not working like an amateur, but working professionally, and I think this attitude stems from that mindset.

Any memorable episodes from operating the brand?
Sometimes, when I take public transportation, I see someone wearing "Mama Casar jewelry" and I get so happy that I want to say hello. It's a small thing, but such happiness is quite significant. However, conversely, the deep 고민 that goes into launching each new product is a moment that is always challenging, even though I experience it every time. Even if the new jewelry design is decided, the 고민 about how to present it to consumers begins from that point. Normally, brands might outsource new product photo shoots, but the "Mama Casar" team works together to figure out how to best express the "Mama Casar" we envision, maximizing our efforts to achieve the result.

I feel that the Mama Casar brand, with its unique concept, is maintained through such deliberations.
Mama Casar wanted to position the brand concept itself as a brand with a strong fashion orientation. We set the goal of realizing a unique brand identity that doesn't exist anywhere among local Korean brands, and we've continued with that goal until now. Therefore, I thought it would be good to successfully incorporate a trendy mood appropriate for each season into this brand identity, effectively expressing Mama Casar's unique dynamism. That's why, even if an image cut doesn't clearly show the jewelry, if it effectively conveys Mama Casar's brand mood, we might still use such an image. This particular aspect requires a lot of time and energy to maintain quality. When we do a seasonal shoot, tens of thousands of photos are generated, and looking at each photo with the relevant designer to decide which ones to use is a very important moment.

Are there any particularly memorable moments from Mama Casar's growth?
Last spring, in 2020, a specific celebrity wore Mama Casar jewelry and uploaded it to social media, which became a huge topic of conversation. Sales increased significantly at that time, but rather than just being happy about the high sales, I was glad that it became an opportunity for many more people to discover Mama Casar beyond just the sales figures. The fact that 1,000 people bought something in one day means that more than 10,000 people, at least 10 times that number, became aware of Mama Casar and browsed it, which makes me feel good when I think about it. Also, when we entered Shinsegae Department Store Gangnam, it was something I had dreamed of since launching the brand, and I felt a sense of fulfillment that the brand's value was recognized. I remember all the team members were delighted and diligently prepared for the entry. 

You believe that at least 10 times more people visited than those who purchased. These are words that show the perspective of someone in charge of the entire brand.
Of course, ultimately, how many orders came in and what products sold are important, and they are also the biggest concern. Sometimes, when many orders come in, there are happy worries. In such cases, each team member stops what they were doing and helps with packing.

Do you pack yourself? It feels like you don't miss even the smallest details happening with the brand.
If the order volume surges and there's a risk of delaying the day's shipments, we all pitch in. It happened just recently, too. While packing, I find it enjoyable to glimpse the preferences of those who purchased Mama Casar products by looking at their order lists. Even though I don't know their individual faces, I can imagine their tastes.
After Mama Casar opens an offline shop or pop-up, I sometimes go to the sales floor and help with sales directly. At that time, while talking with customers and hearing their thoughts directly, or when recommending products, I recall the product configurations I saw while packing and apply them to my recommendations. The stories I hear directly from customers in this way are always new and helpful from an operational perspective. I always ask those who come to Mama Casar's offline shop questions, such as whether they like the design or the price. Since people's answers differ, there are many unpredictable details. Of course, I can't listen to everyone's opinions, but I try my best to listen to as many people as possible. Anyway, it's good if the order volume increases.

What kind of people mainly visit Mama Casar at offline stores?
When I created Mama Casar, I wanted to create a jewelry brand that anyone interested in fashion, regardless of age, from teenagers to those in their 60s and beyond, could enjoy. When I go out to offline pop-up stores, I always feel amazed to meet such people. What I learn directly from customers is that I need to know everything from top to bottom to truly understand what consumers need, as well as trends and atmosphere, and apply that to brand operations. That's why the time spent listening to customers' real concerns is important. Perhaps that's why, no matter how busy I am, I try to spend a "weekend" or "a day" there with them.

What was the catalyst for joining the visual team you currently work with?
I started my career in design as a jewelry designer. Throughout my 20s, I gained various experiences, such as launching overseas brands, creating jewelry, and sales. So, after about 10 years of experience, from the age of 24 until now, I launched "Mama Casar." Personally, I believe that to launch a brand, one needs to know many things, so I decisively completed the first session of the jewelry brand development program at the "Wolgyegok Jewelry Industry Research Institute," and I still meet with the people I connected with there through that relationship, receiving good influence.

 

It's a career very focused on jewelry. Did your connection with visuals originate from the Wolgyegok Jewelry Institute?
One day, while working so busily, about three years ago, I received a call from the Wolgyegok Jewelry Foundation, a specialized jewelry research institution. They were doing a jewelry-related business at an IT-related startup and offered me a position to provide specialized advice for one hour a week and lead projects. That connection led me to work with Visual and CEO Ho Se-il, and that's how I got to where I am today.

 

It sounds like an unexpected start. I imagine you made a good impression on each other during your first project together.
"At first, I worried quite a bit for a month after receiving the offer. This is because, looking at existing jewelry brands, there are already so many brands and companies run by very capable and talented individuals. However, having worked in the jewelry industry for over 10 years, I felt that there were certain standardized frameworks, and when a company is large, it's difficult to break out of those frameworks. I experienced that tradition certainly exists, and since I wanted to break those frameworks, I wanted to challenge this area with a startup. I wanted to break away from existing frameworks."

The beginning is extraordinary. Even those in the jewelry industry seemed to take notice..
Having worked in jewelry-related fields for over 10 years, I often wondered, "Why isn't there a jewelry brand like this?" I wanted to create a brand that encapsulated my 고민, and I believed that if I took the lead, I could create something new. Previously, I had good compensation and enjoyed working on important projects, but I joined the Visual team with a desire to start a new project. Since joining in March, we held the "Mama Casar Brand Launch Party" in August and have been engrossed ever since.

The brand Mama Casar and the service Amons, operated by the company Visual, are both different.
One of the only commonalities between Amons and Mama Casar is "jewelry." Other than that, they are a brand and a service that express jewelry in their own distinct ways. When operating Mama Casar, I refer to various data and cases generated on the Amons platform as needed. Amons is a service where tens of thousands of users connect daily, consuming jewelry based on their individual tastes according to trends, and based on these choices and purchasing patterns, multiple MDs introduce new products and create jewelry trends. This is how Amons helps us.

What kind of year do you hope 2021 will be for Mama Casar and Cho Eun-byeol?
I want to introduce Mama Casar better to people who have Mama Casar's DNA, and I want to meet them in person. I hope Mama Casar can further upgrade and leap forward.

 

#INTERVIEW

Lee Bo-mi, Mama Casar Online MD

Please introduce yourself.
I am Lee Bo-mi, who serves as the MD for MAMA. I joined Mama Casar on November 11, 2019, on Pepero Day.

Did you receive Pepero on your first day of work?
There was no Pepero.

How long has it been since you joined Mama Casar's team?
It's my second year at Mama Casar. As an MD, I have to talk, and sometimes I have to move my hands mechanically without thinking. I think I'm still doing it because it suits me personally.

The necklace you're wearing today catches my eye.
It's one of Mama Casar's best necklaces, and personally, it's one of the most versatile. It comes in two colors, yellow and white. Mama Casar's long necklaces are exceptionally beautiful.

The ear cuff looks unique and cool with the necklace.
Ear cuffs are personal favorites of mine. Even though they carry Mama Casar's unique sensibility, the chic and feminine feel from the chain made them surprisingly comfortable for daily wear. Unique yet not overwhelming, they're a true fashion item. My best item.

In these times of COVID-19, I believe the position of online MD is truly important. If you were to talk about your first day two years ago.
I joined right before Mama Casar's online channel was fully operational, and played a role in its initial setup. At that time, we were operating on a small scale with about three channels, including our own mall. I joined in November, and then started expanding our online malls in earnest from January of the following year. It seems I did a lot of initial setup and entry. It was like going to blind dates and continuous setups. It was a record-breaking experience for my MD career..

Mama Casar seems to have been popular even among MDs..
Some even said, "Mama Casar is number one for me." We also propose to Korean brands, but there were also cases where proactive proposals were made, especially during the period when celebrity issues arose, many proposals came in. When proposals come from MDs like this, I realize that it's currently very popular.

I heard that you also did various other things while setting up the online mall initially.
When I first joined the company, there weren't many people. Sometimes, when the number of orders increased, one or two people couldn't handle it, so when the packing and shipping volume rapidly increased, I would temporarily stop what I was doing and actively help with packing. Although I was originally an online MD, it seems I didn't participate in all stages from beginning to end that often. For example, not only did I play the role of an MD selling products, but I also participated in brainstorming and discussions during the product planning stage, and witnessing all those processes up close and experiencing even the smallest details helped me grow. By participating in all these processes, I developed affection for the brand and a sense of pride. Above all, as an MD, I also became more ambitious about sales.

The conversation always ends with sales. I can sense the MD's professionalism..
When sales are good, there's nothing better than that day. On a day with good sales, when I share the sales figures on the company channel and hit the "Enter" key, there's a thrill. However, on days when sales aren't good, no one says anything, but I inexplicably feel anxious and stressed. It might be an occupational hazard. 

Can you tell us about your daily routine as an MD? I'm sure aspiring MDs are curious.
Upon arriving at work, the very first thing I do is collect orders from Mama Casar's online operating channels, then check daily sales. For sales, I check the overall sales for the Mama Casar brand, then compile sales for the online channels I'm in charge of, as well as overall brand sales including offline or global, and share them with the entire team. Additionally, I conduct weekly sales analysis once a week. I analyze which products, which collections sold out on which channels, by material and item, and have time to share this with team members. After that, preparing for joint events, which is practically an everyday routine for an online MD, and listing up items to propose exposure to general mall and distribution MDs is daily life. And because I'm an MD, I'm sensitive about stockouts, so I plan promotions accordingly, monitor what kind of events other brands are running, and communicate with MDs to fix better accounts. This is my main routine.

 

It seems you're doing the most important work right after you arrive.
You seem to communicate very actively with MDs working at each mall. How do you usually communicate?

After finishing such critical daily tasks, I proceed with promotion-related work. Sometimes proposals come in first, or I make proposals. We also do joint exhibitions with other brands or hold Mama Casar's solo exhibitions. We set the necessary themes and prices for each configuration and decide after discussing with the team leader. Each mall has its best-selling products, and there are aspects to consider for each season. We also need to think about which accounts to expose to and which brands to expose with. We advance these through communication. You can think of design and marketing happening after these basics are set.

It's done on NateOn (a Korean messenger). There are KakaoTalk and other messengers, but many places still use NateOn.

 

Listening to you talk about your work, you use the word "setting" a lot.
The core is knowing how to set the margin rate for an event, which brands it will be exposed with, and which accounts it will be exposed on, and then setting the appropriate price and products accordingly.

I got hired as an MD for a large general mall, and it was around the time I met my first MD manager. Since it was my early days as an MD, my accurate position title was AMD, but my manager was the one who guided me to have experiences that an AMD and an MD at the time couldn't easily have. That's how my MD career started, and it's now my seventh year. The manager I met then was very good, just like my current team leader. (laughs) My detailed position has changed little by little and has continued until now, and I've always had an interest in "fashion," and that interest seems to have influenced my choice to come to Mama Casar now.

I feel a certain pride in the profession of MD. What is an MD?
I think it's a profession that does "everything." Because you have to grasp at least a little bit of the context for every part. Furthermore, I believe a brand MD must know and be interested in everything that happens with the brand.

If an MD has a special move
It's "promises." I think I'm good at keeping promises. And I'm good at "deals." This is because MD work is based on trust. If the trust from the MD team is broken and promises are not kept, it becomes difficult to proceed with subsequent tasks.

About my goals and aspirations for 2021
I hope this year will be a year where Mamacasard can take a leap forward, with sales increasing and Mamacasard expanding, and I want to be a part of that. While continuing with online MD work, I want to try everything I can personally challenge myself with. I hope it will be a year of growth for both my work and myself!

 

Seo Jeong-min, Visual FOM Team

Please introduce yourself.
I'm Seo Jeong-min, and I'm in charge of product management at Mamacasard. I've been with the company for about 2 years and 4 months.

The bracelet and ring you're wearing are natural yet distinctive.
The collection I'm wearing right now is Mamacasard's "Grip." It has a genderless concept, so it's good for personal wear, and I also gifted it to my girlfriend. Personally, I prefer rings over necklaces, and I often use rings for styling.

It seems like jewelry that is simple yet has Mamacasard's unique mood.
I like simple jewelry that makes a statement. When I look at men around me, many tend to overdo it or are not good at styling. In such cases, I think wearing a single engraved ring or a clean, subtle item as a focal point is a foolproof way to style jewelry.

What are your styling tips?
If I'm wearing two rings, I'll wear one on my right index finger or as an accent ring, and a bracelet on my left to avoid overdoing it, creating a balance between the right and left sides. If I'm wearing only one, I'll wear a statement ring on my index finger.

If you have any memorable episodes
In the past, there were fewer people, so the workload was higher than it is now, and I did various tasks alone. At first, Mamacasard's packaging was as intricate as origami, and I had to procure the necessary materials and fold the origami myself. Now, due to COVID, duty-free sales are not very active, but at that time, the volume was so high that we handled as many as 30,000 cases. At such times, everyone, regardless of whether they were the CEO, team leader, developer, designer, or MD, gathered to help with packing. Since it was the beginning, there were many different things, but looking back, I think they are all good memories.

We also became very close during that time.

You seemed like an expert when explaining the jewelry..
I only spoke about what I knew. There's still a lot to learn.

Were you interested in the jewelry business?
I used to work in the apparel industry. This is my first time in jewelry. The more I delve into it, the more difficult jewelry seems. There's so much to learn.

What do you consider most important when managing jewelry products?.
Jewelry is a compact item with high completeness, so even a single scratch can feel significant. "There's no special secret. It's important to inspect it repeatedly and check it until it looks flawless to anyone."

The part that completes the quality.
I wouldn't say "completion," but I work with the mindset that this is the final stage before meeting the consumer. If you think about it, after investment, planning, design, and marketing for the product, if the product has defects when the consumer receives it, all the previous processes lose their meaning, don't they? It's important not to let others' hard work go to waste. It's the part that is responsible right up to the consumer's doorstep.

Not many people would understand this depth..
Frankly, it's a part that shouldn't be exposed. There are many things to check when preparing an offline store, and I feel that people often don't know such detailed aspects. There are cases where we deliver and set up, and there are many things to be careful about when closing the store. So, sometimes I feel like I'm trying to avoid losses rather than gain, and that success might just break even, but I try not to lose sight of the thought that it's an important part that allows the brand itself to meet consumers.

My resolution for 2021
As I mentioned earlier, I will continue to work hard to ensure that the efforts of those before me are not wasted, by thoroughly managing products until the very end.

 

 

Jewelry Designer, Lee Na-rae

Please introduce yourself.
I'm Lee Na-rae, and I'm responsible for jewelry design at the street jewelry brand "Mamacasard."

 

If you were to describe the jewelry you're wearing today? Jewelry designer's pick!
As a jewelry designer, the "Record" collection was the first one I poured a lot of love into. The Record collection has many products that can be matched in various ways, from formal suits to casual T-shirts and sportswear. The necklace I'm wearing today layers two different designs, so it's not boring andcan add a statement. When worn alone, it gives a very different impression from when it's layered, making it an attractive item. Mix-and-match is popular these days, and this collection heavily incorporates such elements.

You seem to have known Brand Director Cho Eun-byul for a long time..
Before this, I worked for a large jewelry company and had various experiences beyond jewelry design, including MD, and we had worked together. That's how I joined a startup at Eun-byul's suggestion, and it has continued until now. When I worked with Eun-byul, I liked her style and our working styles meshed well. She was a good boss and we clicked well professionally, and she was even kind like a friend. Most importantly, our working styles and eye for products (style) aligned well, which was a big factor. That's why when I received the offer to "start a jewelry brand and work happily together," I was able to trust her and join.

I heard that in the early days, you did various jobs besides "jewelry design.".
Initially, I mainly did MD work for product planning. You could say I was building the brand. The initial period given for launch was very short, so I took on both the roles of MD and jewelry designer simultaneously. It was a bit hectic, but I enjoy doing various tasks at once, so looking back, I think I enjoyed the work.

From Mamacasard's beginning until now. Are there any memorable episodes?
Before the Mamacasard Record line was released, we received a sponsorship offer from a celebrity and had to rush to prepare the sponsorship. The official release was in September, but the offer came in July, so I think we rushed to prepare. At that time, the celebrity who offered the sponsorship had to leave the country for an overseas photo shoot. So, I remember assembling the sponsored jewelry in a taxi, preparing it, and hurriedly delivering it. The team leader at the time was on a business trip, so we completed the product by exchanging calls and photos, and worked to ensure the sponsorship went smoothly. I remember picking up the product from the factory at the head office, assembling it in a taxi, and hurriedly delivering it 30 minutes before departure. It was a deeply memorable and heartwarming experience to see such a wonderful photoshoot come out after all that effort.

Where do you draw inspiration from before designing?
In the past, I used to get inspiration from exhibitions, artworks, and fashion trends, but as my experience accumulates, I seem to draw inspiration from unexpected places. Especially recently, I'm trying to get inspiration from everyday life. Also, instead of roundabout fashion trends, I'm trying to develop brand concepts and product designs through consumer trends, which show immediate reactions.

As a designer, I always feel like I'm challenging myself with something new.
If we were to divide jewelry design into two broad categories: "classic design & trendy design," when I was young, I wanted designs with beautiful shapes and colors. But now, I've started looking for products that are wearable, and even if they're unconventional, they have individuality. My personal preferences naturally show up in Mamacasard's product designs.

 

If you could give an example of one of Mamacasard's current designs that is unique, could you explain it?.
To create unique product designs, as mentioned above, I try to draw inspiration from everyday life. For example, Mamacasard's representative collection, "Tongs," was inspired by "laundry clips" in everyday life. Jewelry tends not to be very developed, so I wanted to connect this part in an interesting way, and after much deliberation, I found inspiration in tongs.

I think the bestseller came from a "laundry clip."
It's a product that has been loved since its launch, and after trial and error, we finally applied for a patent for it. There were so many counterfeits that we had no choice but to get a patent, and at first, I was frustrated, but then I felt good knowing that it was recognized as a product consumers wanted.

I'd like to hear about the jewelry design team. How do you usually work together? Your teamwork seems good.
Healthy competition is good, but excessive competition, I believe, hinders mutual growth and work efficiency. I continuously emphasize the fact that we are "one team," while adjusting so that each person's strengths contribute to the team's results. Because, in my experience, that's when good results can be achieved, and ultimately, it's good for me too.

Mamacasard is preparing to launch its S/S Brilliant Collection in early April. Each time, they present new designs considering consumer and fashion trends, but this time, with a certain design, they are expected to loosen the purse strings of consumers who possess "Mamacasard DNA." What kind of brand is Mamacasard, the second part of Amons Magazine's Allabout Jewelry Brand Part 1, which provides in-depth news about Korean jewelry brands?

 

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