Jüü Jüü is a jewellery brand founded in 2020, drawing its name from the Cantonese translation of “beads” and named after founder, Judy Lacy. Jüü Jüü is a feel-good brand manifested from mystical pragmatism that serves to spread positivity amongst its believers. Inspired by the maximalist culture of 90’s and 00’s, designs by Jüü Jüü are anchored in the dreamy nostalgia of femininity defined by unapologetic icons such as Sailor Moon and retro Japanese and Cantonese divas.