SIA Jewelry, marketed as a modern jewellery brand for the next generation of jewellery consumers, recently opened a flagship store in Hong Kong.

Founded by jewellery designer Sindy Lam who was born into a family of Hong Kong-based jewellers, the company is rooted in the city’s jewellery heritage. The contemporary space located in the heart of Central is a collaboration between Lam and local design team House of Forme.

Inspired by her grandmother’s collection of treasured and time-honoured 18-karat gold jewellery, Lam is aiming to create pieces that blend emotional depth with modern aesthetics. The brand name combines the “S” from Sindy’s name and the “A” from her mother Elsa's, which symbolises “radiance” and “blessings” and represents a dialogue between two generations.

SIA fine jewellery collections, including Baby Bubble Diamond Letter and Affection Locket, take pride of place in the store’s display windows. Each piece from these collections is in 18-karat gold and adorned with diamonds of E-F colours and VS clarity grade.

Baby Bubble offers a range of stackable everyday jewellery that blends diamonds with letters, including necklaces, pendants, bracelets and rings. Affection Locket, meanwhile, features octagon, heart-shaped and oval lockets, adorned with diamond initials, allowing customers to customise with diamond alphabets and place pictures inside. The collection also includes the Affection Locket diamond ring.