‘Ok’ is back: Korean jade is Gen Z’s latest jewellery obsession
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Jade, long seen as a gemstone for older generations, is enjoying an unlikely revival among Gen Z.
PHOTO: THE KOREA HERALD/ASIA NEWS NETWORK
- Jade jewellery, once seen as an older generation's accessory, is now popular among Gen Z in Seoul for its affordability, unique designs, and vintage appeal.
- Local jade stores have shifted from wholesale to retail, attracting many young customers, with simpler, lighter-coloured rings priced from 35,000 won (S$30).
- Korean jade, known as Chuncheon Ok, holds cultural significance and good luck beliefs, boosted recently by celebrity endorsements and increased international interest.
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SEOUL – The ring is always greener on someone else’s finger.
As summer arrives and sleeves grow shorter, young shoppers are making their way to Seoul’s Jongno jewellery district to find the perfect jade ring.
Jade, or “ok”, long seen as a gemstone for older folks, is enjoying an unlikely revival among Gen Z. Affordable, unique and tinged with vintage nostalgia, the rings have become a sought-after accessory.
Although online retailers promise fast delivery, many prefer to browse in person. Because every natural jade stone is different, they say, the search itself is part of the experience.
This has not always been a common sight in this area of Jongno-gu, Seoul’s jewellery commercial hub since the 1930s, as most stores used to be only wholesale.
As demand for jade faded over the years, wholesalers increasingly turned to retail customers. Now, with jade becoming a fashion trend, Oksibang and Yeijak Jewelry are among the popular shops specialising in jade that welcome walk-ins.
“Over 90 per cent of our customers are young people. We have middle school students and even elementary school students come to buy jade rings,” said the owner of Oksibang, who asked to remain anonymous.
From granny to Gen Z
“Merely seven to 10 years ago, jade was considered a granny accessory,” said Lee Jin-ook, owner of Yeijak Jewelry, which has specialised in jade for three generations.
Now, jade is changing with the younger market. The ring designs are simpler, thinner and light-coloured. Slimmer rings mean affordable prices, starting at 35,000 won (S$30). Lighter colours match well with everyday outfits: fresh green for summer vibes, and yellow, lavender, brown, white and black.
Beyond rings, pendants are shaped like puppies, bears and baby dragons, and bracelets are Cuban-chained, designed to appeal to younger shoppers.
“Koreans are familiar with jade, especially jade rings, because we saw our grandmas wearing them and grew up seeing them in TV series,” said Lee. “We designed them to match young people’s tastes with modern colours and designs.”
Every natural jade stone is different and the search itself is part of the experience.
PHOTO: THE KOREA HERALD/ASIA NEWS NETWORK
For these generational stores, opening online and marketing on social media made it easier for younger customers to find affordable jade rings.
Cultural value
Historically, Korean royalty wore jade as a symbol of protection, good fortune and royal authority. Jade jewellery was worn to ward off evil and bring health, happiness, long life and prosperity.
The belief persists today. A jade ring is believed to protect the wearer and bring good luck.
Yeijak Jewelry designed a “silver lining jade ring” to capture such meaning in modern design.
Jade rings have long been wedding presents for mothers of the bride and groom, or “yedan” as Koreans say, representing respect and love for the elders and eternal love between the newly-weds.
During The Korea Herald’s visit to Oksibang, three couples visited to buy matching rings.
Chuncheon Ok
Korean jade, or Chuncheon Ok, is a native nephrite stone found in Chuncheon, Gangwon Province. Like other varieties of jade, it comes in a range of colours, but its signature hues are soft ivory and warm brown.
Unlike jadeite, which is found almost exclusively in Myanmar and Guatemala, nephrite is mined in many parts of the world.
Its quality tends to be more consistent, with a relatively uniform range of clarity and lustre, keeping prices comparatively stable.
That makes nephrite jade – including Korean jade – an accessible choice for consumers in their 20s and 30s while retaining the stone’s traditional appeal.
Star power
Alejandra Magana, a 26-year-old student from Mexico, visited Oksibang to buy jade rings for herself and her mother.
For her first purchase, she picked slim teal-coloured ones.
“Every ring is different,” said the owner of Oksibang. “People like to come and see what colours match their skin tones. Beginners prefer a thin, simple ring, like this. Then they come back for a thicker or differently coloured one.”
The trend has also been fuelled by celebrities. Korean boy band BTS’ V wore a set of jade rings during the group’s Arirang comeback concert at Gwanghwamun Square on March 21.
“The agency contacted us two days before the concert and kindly returned the rings afterwards. Now, we think of them as family heirlooms and display them here at the store for the fans,” Lee said.
Since then, Lee said, overseas orders have risen, and more foreign tourists have been visiting the store to purchase jade rings. THE KOREA HERALD/ASIA NEWS NETWORK