Royal palaces full of chambers, secret passageways, magical gardens, mysterious castles, and bewitching characters … these are some of the wildly imaginative visions that inspire AISHA BAKER’s playful and colourful creations. The young Dubai-based brand brings the enchanted world of fairy tales into daily life through their jewels. It is co-founded by Aisha Baker, an entrepreneur and young and acclaimed South-Korean jewellery designer HOONIK CHANG.
Aisha Baker had always wanted to launch a transcendental jewellery brand. Her dream became a reality when she was introduced to Hoonik Chang by his sister. Like Baker, Hoonik Chang is fascinated by fairytales. He studied jewellery design at Central Saint Martins in London, where he earned recognition and awards from top brands like Cartier, Swarovski and Folli Follie.
Launched in 2017, the brand has been serving up whimsical jewels that serve the current quest for artistic and unique creations. Aisha Baker and Hoonik Chang talk to Solitaire International about bring their creative imaginations to life through jewellery.
Could you tell us a little bit about your background and how you decided to start your jewellery brand?
Aisha Baker: I have always had a passion for art and fashion since childhood. Growing up, I was surrounded by the beauty of gold, which holds significant cultural value in my heritage. The combination of traditional craftsmanship and modern trends inspired me to create a jewellery brand that blends both. I wanted to design pieces that are vibrant, artistic, and unique – jewellery that reflects my vision and the stories I wish to tell.
Hoonik Chang: I am originally from Korea and have been passionate about art and design since I was 15. I pursued my studies in art and design in Korea and then graduated with a BA in Jewellery from Central Saint Martins in London. After training in London and Paris, I was introduced to Aisha through my sister. Our shared vision and goals led us to start the brand together.
What drew you to jewellery?
Hoonik Chang: While studying art and design, I discovered my interests for creating aesthetically beautiful three-dimensional pieces and working with precious materials. This natural interest led me to jewellery design, where I could express my creativity through both form and material.
How do you both divide creative and business responsibilities?
Aisha Baker: We have a dynamic and collaborative approach. Hoonik brings design ideas, we discuss together and express a mix of our style. I focus on how each piece will feel on the wearer and visualise the broader theme of the collection. We brainstorm together, discuss concepts, and refine ideas to ensure our creations reflect our shared vision that is vibrant, artistic, and unique.
Hoonik Chang: We bonded over our shared love for art. We regularly exchange ideas, discuss themes for new collections, and inspire one another. I handle the jewellery design and production management, while we collaborate on various aspects of the business to ensure everything aligns with our creative vision.
What inspires your collections?
Aisha Baker: Our diverse international backgrounds play a significant role in inspiring our collections. We aim to create designs that draw from various cultures, blending them with joyful and vibrant energy, which is core to our brand identity. Our inspirations come from travel, architecture, costumes, and diverse human cultures.
The jewels are characterised by whimsical elements and vivid colours. Are these an extension of your personal taste?
Hoonik Chang: Both Aisha and I are drawn to whimsical stories and vibrant colours. Every collection we create tells a story, often inspired by our own experiences, and we incorporate a colour palette that is unique to our brand. These elements are key parts of our DNA.
What is your best collection till date?
Aisha Baker: Each collection holds a special place in my heart, as each represents a milestone in our creative journey. However, our first high jewellery collection, MirroMirror Masterpieces, holds a special place for me. It embodies the magic of our vision and was a significant step in shaping the brand.
Could you tell us who your ideal target audience is?
Aisha Baker: We don’t focus on a specific age group. Our jewellery is for anyone who appreciates art, design, and individuality. Our ideal audience is someone who values uniqueness, quality, and the stories behind each piece. Our designs resonate with those who are confident in their style and enjoy standing out, regardless of age.
What is your 5-year plan for the brand?
Hoonik Chang: Over the next few years, we aim to continue strengthening our brand presence online and expand our reach globally, always staying true to our artistic vision.