Deena Jasmine, Chikmagalur, Karnataka

Introducing Kim Soung-eun, the visionary responsible for NASCHENKA (나스첸카), a Korean jewellery brand that has made a lasting impact on the worlds of entertainment and fashion. Kim’s designs have gained her a strong reputation, as they have been featured in many Korean period dramas and movies. Additionally, her creations have become a favoured choice among K-pop idols for their music videos. It is worth mentioning that she designed traditional Hanbok accessories specifically for Suzy, which were showcased in the worldwide promotional video created by the Ministry of Culture, Sports and Tourism, and Korea Craft & Design Foundation. Recently, Hallyuism had the opportunity to interview NASCHENKA, where the founder and CEO shared her journey and experiences being one of the most famous and cherished Korean Jewellery brands. Join us as we delve into the artistic journey of this visionary designer.

_{Picture Credits: @nas.naschenka (Instagram)}

First of all, we kindly request you to introduce yourself to our readers and audience.

Greetings, esteemed readers and art enthusiasts. I am NASCHENKA, the passionate soul behind our brand – the founder, CEO, and creative designer. With roots dating back to 2002, NASCHENKA is not merely a brand; it’s a manifestation of my deep love for fashion interwoven with cultural richness.

How did you get started in the world of jewellery design, particularly focusing on traditional Korean Hanbok accessories?

The year 2000, a period when my creative spirit led me to playfully experiment with clothing and jewellery, using fabrics from jackets and coats. When the products I personally crafted gained significant offline popularity, I decided to experiment by playfully listing them on auction sites. The outcome was an overwhelming response, prompting a pivotal moment in adopting the brand name ‘NASCHENKA,’ a childhood moniker bestowed by my mother. This marked the inception of NASCHENKA, leading to the establishment of both an online shopping platform and physical stores. What started whimsically transformed into a business when a jewellery shop proposed showcasing these artfully crafted products. Thus, NASCHENKA’s captivating story began.

_{Picture Credits: NASCHENKA}

What challenges did you face in the initial stages of founding NASCHENKA, and how did you overcome them to establish a successful brand?

In the embryonic stages, challenges were plentiful. However, the tide turned as products crafted by silver artisan’s hands gained offline acclaim, listed playfully on auction sites. NASCHENKA’s ethos is rooted in an unwavering commitment to the highest standards, transcending the ordinary and embodying the essence of Korean culture.

Could you describe your creative process when working on custom pieces for celebrities or specific projects like K-dramas, movies, and music videos?

Crafting custom pieces for celebrities is an art rooted in the tapestry of Korean culture. Designs draw inspiration from the regality of hanbok ornaments from the Joseon Dynasty, ensuring each piece tells a unique cultural narrative.

_{Picture Credits: @nas.naschenka (Instagram)}

Could you highlight a specific piece or collection that holds special significance to you and share the story behind its creation?

Within NASCHENKA’s treasury lies a collection inspired by the kaleidoscopic world of gemstones. Every design is a narrative unto itself, with diverse ownership experiences reflecting the individuality of each customer. 

I have worked tirelessly for 20 years without a single day of rest, and nothing is deemed unimportant. Everything is precious, and I base my work on gemstones. Whenever I see a gemstone, design ideas always come to mind.

Your jewellery designs from NASCHENKA have been featured in popular Korean movies and dramas like Kingdom, Mr. Queen, River Where the Moon Rises, and 70+ period dramas. How do you approach collaborating with costume designers to ensure your pieces align seamlessly with the storyline and character?

NASCHENKA’s jewellery designs have been featured in over 100 popular Korean movies and dramas, including titles like Kingdom, Mr. Queen, River Where the Moon Rises, and numerous period dramas. 

_{Picture Credits: NASCHENKA’s Etsy}

NASCHENKA’s crowning achievements include affiliations with historical dramas like Queen Seondeok and Mr. Queen. In Korean dramas, especially historical and period dramas, there is a separate hair and makeup team. I collaborate with them extensively, and they beautifully coordinate my pieces into the overall styling. ensure our pieces seamlessly weave into the rich tapestry of storylines and characters.

The exposure of your jewellery in K-dramas and movies has contributed to NASCHENKA’s popularity. Could you share any specific challenges or highlights from having your creations showcased in the entertainment industry?

Exploring the realms of K-dramas and movies brought forth challenges and radiant moments, significantly contributing to the global recognition of NASCHENKA. This journey has been rewarding as it provided an opportunity to showcase traditional Korean jewellery on a worldwide stage.

_{Picture Credits: NASCHENKA’s Etsy}

In my work on jewelry, my paramount objective is to convey the distinct emotions and cultural traits of each country, acknowledging the diverse sensibilities and nationalities, particularly among Asian nations. I aspired to capture the essence of Joseon Dynasty jewellery in a single piece, infusing it with meaning that reflects the variations even among nations.

Your designs have adorned K-pop artists like SUGA of BTS, JISOO, and Wonyoung in music videos. How do you tailor your jewellery to reflect the individual style and persona of each artist you collaborate with?

Adorning K-Pop icons such as SUGA, JISOO, and Wonyoung with our designs in music videos is a nuanced art that involves tailoring each piece to reflect the distinctive style and persona of the artist. Our approach is deeply personalized, with pieces worn by BTS’s SUGA, BLACKPINK’s JISOO, and IVE’s Wonyoung narrating unique stories that resonate with the individuality of each wearer.

_{Picture Credits: @nas.naschenka (Instagram)}

At this time, the most crucial aspect is to fully comprehend the concept of the shoot and video. The design should not only make the jewellery stand out but also seamlessly integrate with the protagonist, as if it exists within them, emanating a strong presence while seemingly non-existent.

Designing jewellery for Suzy in the global promotional video for hanbok is a significant achievement, and Elle Korea featuring your hanbok accessories on its first cover of 2024 is a remarkable accomplishment. How did this collaboration come about, could you share the creative process behind crafting accessories that complemented Suzy’s hanbok and aligned with the broader theme of promoting Korean culture internationally?

Collaborating with Suzy for a global promotional video and gracing the cover of Elle Korea in 2024 is a chapter of profound achievement. Crafting accessories that harmonized with Suzy’s hanbok showcased our dedication to promoting Korean culture internationally. Suzy’s hanbok was part of the Ministry of Culture, Sports and Tourism’s global business project for hanboks. Elle, under the overall direction, selected and proposed NASCHENKA as the most suitable brand for hanboks. Together with Elle’s overall director, we collaborated in the process of selecting products and designs that complemented their hanboks.

_{Picture Credits: @skuukzky}

NASCHENKA has gained recognition not only for its aesthetic appeal but also for its cultural significance. Could you share any memorable moments or experiences related to this recognition?

If it’s a special moment, is this the moment you want to interpose, just like now?

How do you stay updated with the latest trends while maintaining the unique identity of NASCHENKA’s designs?

I am following my instincts, working according to my intuition, and not conforming to trends or adhering to the current zeitgeist.

What future projects or collaborations can we expect from NASCHENKA, could you share with us?

Our roadmap includes captivating artistic exhibitions in domestic independent spaces.

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What advice do you have for aspiring jewellery designers who aim to establish themselves in the industry?

To aspiring jewellery designers, my counsel is to let passion be your guiding star, uphold impeccable standards, and embrace the cultural roots that lend uniqueness to your designs.

The Korean wave is growing rapidly in India and many people love Korea, Korean culture, and modern or traditional fashion; so, would you like to share a message with our Indian K-Enthusiast?

As the Korean wave sweeps across India, NASCHENKA extends an invitation to explore the enchanting facets of Korean culture, both modern and traditional, through our jewellery.

_{{Kim Soung-eun} Picture Credits: @nas.naschenka (Instagram)}

On behalf of our entire team at Hallyuism, we would like to extend our heartfelt gratitude and thanks to NASCHENKA’s founder for taking out her valuable time for this interview. We wish her and NASCHENKA all the best in their future endeavours and send lots of love!