Shining beyond Singapore: Jewellery brand Eclat by Oui’s Milan Fashion Week debut

SINGAPORE – The lights may have dimmed on the catwalks of Milan, but Singaporean entrepreneur Ethel Neo, founder of Eclat by Oui which crafts jewellery using simulant diamonds, is still buzzing.

The 32-year-old beams with pride over a video call with The Straits Times from Paris two days after the home-grown brand made its international debut at Milan Fashion Week on Sept 22.

“When I saw the models wearing my jewellery for the first time, I was completely overwhelmed. I felt a huge sense of gratitude over what the brand has built the past seven years,” says the only daughter and eldest child of local film-maker Jack Neo, reflecting on the journey that has taken her to one of the fashion world’s most prestigious events. Milan Fashion Week ran from Sept 17 to 23.

Ms Neo has no idea how organisers of Flying Solo – an event highlighting the world’s most promising emerging fashion designers – heard of her brand, but they reached out to her earlier in 2024. However, her disbelief quickly faded as things began to progress. Potential designers were required to undergo an interview process, so she shared Eclat by Oui’s story and submitted jewellery samples.

To her delight, the brand was chosen to feature in the Flying Solo show at Four Seasons Hotel Milano.

“I was so excited,” she says. “I’ve always believed in my designs and wanted to take Eclat by Oui beyond Singapore, but wasn’t sure how to make that leap. This felt like the perfect platform to showcase my work internationally.”

Having never participated in any fashion show before, Milan Fashion Week was a steep learning curve for Ms Neo. She and her team of six spent months preparing for the event, crafting eight looks and a total of 40 pieces comprising earrings, necklaces and bracelets.

“It was important for me to stay true to the brand’s identity,” says Ms Neo. “I didn’t want to change everything just because of fashion week. So we kept some of our signature collections, but enhanced them to fit the scale of the event.”

For instance, a signature chain necklace, typically adorned with fewer diamonds, was encrusted with more to ensure “it really stood out”.

She also made adjustments to the colours.

“Our usual gold is more muted to complement a variety of skin tones. But for fashion week, we opted for a brighter, more vibrant yellow to make a bolder statement,” she says.

Ms Neo also produced 10 creations exclusively for the event.

A standout piece that took the team four months to make was a striking diamond-encrusted hand claw ($550) made from sterling silver with 18K gold plating, crafted to elegantly slip onto the palm. Each diamond was meticulously placed to create a 3D effect when the light hits.

Unsurprisingly, it was the star of the show.

“It was worth the effort. The stylist and other designers really loved this piece, and one of the models didn’t want to take it off,” she says.

Given Milan Fashion Week’s reputation for extravagant, over-the-top designs, Ms Neo’s more subtle, pared-down offerings initially presented a challenge for the stylist, who struggled to match her jewellery with the dramatic runway looks. A necklace even broke during the fitting, but fortunately, the team came prepared with extra pieces.

One of Ms Neo’s favourite moments came from a collaboration with a headgear designer.

“She created this modern turban, and it really brought out the earrings,” she recalls. “I loved seeing how accessories and jewellery could complement each other without competing for attention.”

Eclat by Oui’s Milan Fashion Week pieces are available at eclatbyoui.com, with prices starting at $260 for its Knot Alone ring in gold. The brand also has a physical store at shopping centre 313@Somerset.

The biggest takeaway from the international debut for Ms Neo – who aims to expand Eclat by Oui into European and Australian markets, starting with pop-ups – is the inspiration she drew from the other designs she saw on the catwalk.

“I was truly amazed by how creative they can be with their jewellery. In Singapore, we tend to be a bit more conservative, but European designers really push the boundaries. They’re not afraid to be bold,” she says.

“I’d love to step out of my comfort zone and create something that embraces that same sense of daring.”