In the dynamic realm of jewellery, where trends come and go, YCL has carved a niche for itself as a brand that encapsulates thoughtful design and affordable luxury.
YCL has been busy. After marking a decade of timeless elegance and unparalleled craftsmanship, the jewellery brand has not only illuminated a successful past of exquisite creations but has forged into the future with a new showroom, a dazzling new service and a captivating rebrand.
YCL is more than just a local favourite; it’s a style companion that effortlessly blends in with the community spirit. Backed by a solid 18 years of combined design expertise, this Gold Coast gem has mastered the art of creating beautiful pieces for more than a decade.
Founder Fabienne Costa says the decision to open a new showroom stemmed from their desire to provide a tangible space that reflects the brand’s essence.
“After ten years, we felt it was time to create a space for our customers to step into, that would embody each touch point of the service and brand they are accustomed to experiencing online,” says Fabienne.
We wanted the space to reflect a warm, feminine and calm vibe.
“Down to the colours we used, to the objects in the space, from the scent and the service they receive, this is all a thoughtful extension of the brand pillars. Every single detail was meticulously thought out by our team and designers.”
Designed by Vanessa Webber Studio, the showroom in Burleigh Heads is an artistic blend of jewellery and art, immersing visitors in the sensory experience of YCL pieces and the stories they hold.
During their ten-year anniversary, YCL decided refreshing the brand was the ideal way to celebrate.
“We celebrated with a complete rebrand and it has resonated strongly with our community,” says Fabienne.
“This also coincided with the launch of a new service, ETERNAL, which is a unique and customer-centric design experience delivered in our Burleigh Heads showroom. We weld a 9-carat solid gold fine chain bracelet to your wrist; there’s three chains customers can choose and then an array of ETERNAL beads to select from.”
Along with the rebrand and new service, YCL recently launched drop three of their SYMBOLISM collection, allowing customers to interchange symbolic pendants to multiple chains using their SYM Link.
This is a range enabling customers to wear their stories and select from
a range of symbolic heirlooms that represent them.
“Customers can interchange symbolic pendants on multiple chains using their SYM Link and there’s a number of beautiful pendants featuring star signs, angel numbers, evil eyes, lockets, clovers, spirit animals and more.
“This collection has been a huge success and underscores the growing demand for personal connections in both fashion and accessories. Customers are searching for meaning in what they spend and what they wear.”
Looking ahead, YCL is poised to make a meaningful impact on the sustainability front.
“We are gearing up to launch our first recycled silver collection, showcasing a commitment to eco-conscious practices,” says Fabienne.
“This move aligns seamlessly with YCL’s ethos of thoughtful design, extending beyond aesthetics to environmental consciousness.”
YCL isn’t just a brand; it’s a journey, and the path ahead holds the promise of redefining mindful design.
