I started Zelci from a personal need. As a badminton player, I struggled with jewellery that would tarnish with sweat and water, forcing me to choose between comfort and style.

That is what led me to build Zelci, a brand focused on tarnish-free, hypoallergenic and adjustable jewellery that you can truly live in. Each piece is designed to feel personal, trend-forward and effortlessly wearable.

One of my biggest challenges was building trust as a new brand. I focused on consistent quality, strong visual identity and meaningful customer engagement to create credibility over time.

Through this journey, I learned that showing up consistently matters more than anything else.

Looking ahead, I want to grow Zelci into a globally recognised brand known for accessible luxury and a strong community.