2025 Milestone Recap: The Chaos and the Calm

The year started with the most precious addition to the Sachelle family: Michelle welcomed her baby girl, Ellery! Her arrival brought a sudden, beautiful shift in perspective; she became a fresh "why" behind every late night and every new design.

While Michelle navigated the joys of a new addition to the family, we were also pouring our hearts into a massive Rebrand Project. We realized that as we’ve grown as women, the brand needed to mirror that maturity. This transformation began with our visual DNA: we redesigned our logo and introduced a new palette consisting of a rich, dark green, warm linen creams, and a light baby pink. Every detail was a reflection of who we are today, moving away from just "selling jewelry" and leaning to an elevated aesthetic that truly feels like home.

To anchor this new identity, we launched our first Engraving Necklace alongside the introduction of Sachelle Fine, our Lab Diamond collection. These weren't just new products; they were an intentional move toward accessible luxury with a soul, we wanted to offer pieces that could mark a milestone, or a quiet personal triumph, jewelry that holds weight because of the meaning you give it.

If we’re being honest, May and June were some of our most exhausting months yet. Moving into our new studio was a marathon of packing boxes and sore muscles. In a fit of delusional optimism, we tried to paint the walls ourselves. Let’s just say that after days of uneven coats and total exhaustion, we surrendered to the professionals. But opening those doors in July for our Opening Party taught us something vital: a brand needs a heartbeat.

Amidst the moving chaos, we also found inspiration in some incredible company. We took a "field trip" to the Google Office for fresh e-commerce insights (and plenty of free coffee!) and shared a very emotional milestone: finally meeting Sally Kim in person.

For years, Sally has been a vital part of the journey, and after four years of working together across screens, that hug in Hong Kong was a long-overdue reunion that we’ll never forget. It was a powerful reminder that while we spend so much time obsessed with the "digital" side of this brand, Sachelle is, at its core, built on human connection.

We topped off the summer vibes by launching our Summer Candy Chains, a collection designed for our Permanent Bracelets specifically to bring a sense of play and lightness back into the studio. Seeing your "sparked" smiles reminded us that jewelry should, above all, be a source of joy.

As the weather cooled, our focus turned inward to our community. Our Piercing Socials proved that the best feedback doesn’t come from a survey, but from a conversation over a drink while helping you style your ear stack. This spirit of "Sachelle as a lifestyle" led us to designing our Sachelle caps and totes, seeing these pieces out in the world is like seeing a piece of us being carried by you. We also shared a sneak peek of our first dog collar and charms (for our furry friends!), while these haven't officially launched yet, we can't wait to see them on your pups soon!

Our team grew, too! A huge shoutout to Janine, Jac and Alena for jumping right into the madness. They arrived just in time for most meaningful launch: Heritage, the second phase of our Custom Name Jewelry collection. Introducing designs in Chinese characters felt like such a full-circle moment for us. Seeing our culture woven into the metal felt like the ultimate expression of what Sachelle has become, honoring our roots and creating a way for you to wear your own identity with pride.

We closed the year with our biggest Christmas project yet. It felt more like a homecoming than a production, we reunited with our "creative family": Emily, Julia and Melody. There is a rare kind of peace that comes from working with people who just get your vision. From our Christmas Corner Pop-up with six other local brands, we took away the most important lesson of all: we aren’t just a brand in Hong Kong; we are part of a community that rises together.

Looking back, the journey was raw, beautiful, and admittedly a little chaotic. We’re ending the year a little tired, a little "battered" (looking at you, Sarah), but incredibly grateful.

Thank you for being part of our 2025. Whether you bought a piece of jewelry, attended a party, or simply followed our journey, you are the reason we do what we do. We’ve learned so much this year about resilience, growth, and the beauty of change, and can’t wait to see what 2026 holds!

With love,

The Sachelle Collective Team <3