Brand of the month: Pamet

Meet Jinru Dong, the creative mind behind the brand, a unique jewellery brand that beautifully intertwines the rich tapestry of Chinese mythology with soulful design. Through her brand, Jinru not only pays homage to tradition but also contributes to fashion in movement, creating jewellery that tells a story and connects with the world.

1. Can you start by telling us a bit about yourself and how you started your jewellery brand?

I moved to the Netherlands a couple of years ago to pursue my master's degree. After graduating, I faced a crossroads: Should I start my own business, join a company, or explore other paths? That was the moment when I felt drawn toward creating something deeply personal—something that reflected my experiences and travels.  

My cultural roots and Chinese mythology were significant influences in my decision to start a jewellery brand. I’ve always been fascinated by the rich folklore and natural landscapes, like the stories of forest gods. This blend of heritage and personal inspiration became the heart of Atma Aura.  

2. Could you share a bit about the journey and challenges you've faced as a small business owner?

I started last year by showcasing my work at the Sunday market in Amsterdam. Initially, my focus was broader—I dabbled in Chinese tailoring, designing dresses alongside jewellery. However, logistical challenges forced me to narrow my focus to jewellery for the time being.

3. Where do you draw inspiration for your jewellery designs?

My designs are heavily influenced by Chinese mythology and my travels, particularly through the Nordic regions. These elements inspire the themes and aesthetics of my creations.

4. Can you tell us about a memorable moment or achievement in your business journey?

Definitely! Earlier this year, I took a leap of faith and attended an anime convention to see if my jewellery would resonate with a different audience. And it turned out to be a pivotal moment for me. The response was overwhelmingly positive—attendees showed a genuine appreciation for my art and designs. It was a risky decision, especially because the investment was significant, but it turned out to be incredibly rewarding. That experience gave me the confidence to push forward and trust my vision.  

5. Why did you decide to join the Closet platform, and what do you hope to achieve by being part of it?

I see Closet more like a community. I feel like many brands are not urgently craving a marketplace, but they want to know their fellow colleagues; to feel more like a family. Being part of Closet allows us to come together and develop that feeling of camaraderie.

6. What are your goals for your brand in the next few years?

I would like to open an online store, although it feels like a daunting investment. However, I believe it will significantly expand my brand's reach.

7. What's one piece of advice you'd give to someone looking to start their own small business?

Don't be afraid. I was hesitant at first, but a conversation with a friend gave me the push I needed. She encouraged me to act quickly and not overthink. You need to make the decision and just go for it. If you have an idea, pursue it now and don't wait.