BONBONWHIMS began as a mere “side-hustle” for Clare, but before she knew it, she had grabbed the attention of Ariana Grande, Megan Thee Stallion, and Olivia Rodrigo, and well, the rest is history. Even though the whimsical jewelry brand has graced the likes of some of the biggest trendsetters, Clare makes it clear that BONBONWHIMS is about so much more than just hopping on a current trend.

To Clare, the oversized baubles, characterized by novelty designs, are not just another nostalgic Y2K iteration, but a reflection of her core memories of growing up in Hong Kong, surrounded by candy-colored toys and anime. She uses these fond, aesthetic inspirations to drive a company that reflects her own personal values, connection, and compassion. In honor of AAPI Heritage Month, BONBONWHIMS’ latest creation, the Ling Bling Ring, will donate 50% of net proceeds to Apex for Youth, Heart of Dinner, and the Immigrant History Initiative.

Claire’s full interview follows as she discusses the conception of BONBONWHIMS, her charitable efforts, and more.

How did BONBONWHIMS begin?
I've always enjoyed making jewelry. I love arts and crafts and beading, and I really like the idea of creating comfortable jewelry that is not fussy. That was my intention. During the pandemic, around summer 2020, I was working this job that I'd had for six years. I was working in the digital influencer, fashion space before. At times, I didn't really feel inspired. I wanted a creative outlet and at that time was also when the Black Lives Matter movement was happening. So, it sounds sort of cliche, but I wanted to do something that had a bigger impact, especially as a fellow woman of color. I started BONBONWHIMS organically and created an Instagram account. I originally posted charm necklaces and it was DM to buy. I used it as a platform to raise money for charities that benefit Black women and girls in America. So that picked up slowly but surely. It wasn't meant to be a business; I was still doing my day job. I kept it very hush-hush because I didn't want my job to find out. That chunky, colorful style — I'm pretty positive that we are the first to introduce it to the United States. Obviously, I had always been following this type of aesthetic overseas, like you have brands like Blobb and like La Manso that are doing it in Europe, and I love them. But I wanted to create something on my own, so I bought a resin kit and gems and little rhinestones and started making them. It was honestly a 'right time' sort of situation. And it really popped off, to the point where I just felt like, 'Wait, can I do this for like us a living?' Kylie Jenner's team reached out to us, and I thought maybe we needed an actual website at that point. We sent her a custom piece, so that really elevated the brand. And then a lot more people knew about us and we were sort of testing different platforms. We were on Depop for a second — and wow. Depop posted about us and that also instrumentally drove our engagement. It was the perfect storm of all these components that came together. And then the rest was history. We've been worn by Ariana Grande, Megan Thee Stallion, Olivia Rodrigo, Doja Cat. They are just some of my favorite celebs that I personally love so it was really exciting.

Their style really meshes well with the look you're going for. That must be so incredible. It sounds like it was all so serendipitous. Starting anything, any project, especially during the pandemic, definitely has ups and downs. What was the most valuable lesson you feel that you learned throughout that process?
I just did a panel a couple of days ago at FIT and I talked about the importance of being resilient and being confident and not letting anyone's comments get in your way. I really believe in that. I think it's important to have a clear vision for your brand and what you want it to become. And, I guess, don't be tempted to try to satisfy every single person. Be laser-focused about what your brand should be. I would say that's a pretty valuable lesson because it's tempting to try to cater to all customers, but it's impossible. So, it's better to craft an identity that people know you for than making sure everybody is catered to.

I know the Ling Bling's proceeds are going toward some amazing organizations like Stop Asian Hate. How does that feel to be able to partner and give back in that way?
As an AAPI-owned business and as a woman of color, like I mentioned, we started the brand by raising money for Black Lives Matter. So, we started a natural progression of these charitable efforts. When the Anti-Asian Hate Movement followed suit last year, it was sort of a no-brainer for us to rally behind it. So, this is the Ling Bling. We launched it during the unfortunate shooting in Atlanta and all of the proceeds of this ring went toward the victim's families and the Asian-American Legal Defense Fund—tons of charities. We want to do the most that we can. We're only in our second year, but every year we will make variations of this ring. There are three new colorways this time around. Do you know Sailor Moon, by chance?

Of course! The colors mimic that color scheme.
Exactly. So, with all three rings, 20% of the proceeds will be donated to three charities: Apex for Youth, which is benefiting immigrant youth, Heart of Dinner, which serves hot meals for Asian elderly individuals in New York; and the Immigrant History Initiative. They're a nonprofit that spread awareness about Asian immigrants. I'm an immigrant, so that is just super important to me to break the stereotype and any stigma around that.

It's really full circle that you started this way and you are still continuing these amazing efforts. The Y2K aesthetic is definitely back in this really major way. How do you think you stand out from these other brands that are taking the same inspiration or using the same aesthetic?
Honestly, I think that having worked in the fashion space for 10 years really separates me. There's nothing wrong with, you know, treating it as a hobby. I started this business as a hobby. But I think just having that sort of resilience and determination separates me. And it's reflected in the quality and the designs that we put into each piece.

They are unique designs and concepts.
To us, brand recognition is invaluable. This has happened actually a few times. Customers will send me pictures of themselves on the subway and they recognize someone wearing the Ling Bling or one of my other pieces. That's just the best feeling. But it is challenging because, to your point, there are a lot of copies out there. It's a trendy concept so a lot of people try to get in on this. But we try to put our own unique spin on it. We are girly, Kawaii, dreamy; we try to lean in on that. Many of our rings, the initial rings that we are known for, are custom-made. They're so special because you can literally pick the base color and the color of the initial or monogram. It's truly one of a kind.

On the note of like the design process, how do you come up with the new things that you put out?
I really think that being Asian has played a huge part in it, especially growing up in Hong Kong. I grew up surrounded by all these vending machines, gumball machines--nostalgic, acrylic vintage pieces. I always go back to my childhood and my upbringing to think about all these designs. There are so many different Asian influences, like cartoons and anime. That’s just innate to me. I also really look at my customers a lot for inspiration. They are my demographic and my target. So, you know, what they love at the moment, what they wear, what kind of clothing brand they want.

Definitely — I think with any creator, your identity is always going to find its way into the product. Which piece do you think most encapsulates your personality?
I think it's the Ling Bling, just because I feel like it is super Y2K, but leveled up, just because of the sterling silver-plated and premium crystal, but it's still really playful. You can just wear this out and you can dress it down or you can wear it with your diamond band and it still works. It's definitely the most me. And I think the fact that it's my name — my Chinese name. So, it has a lot of sentimental value to me — and it's adorable!

Article by Kayla Curtis-Evans, Contributing Sustainable Editor PhotoBook Magazine
Tearsheets by Alexa Dyer, Graphic Design Intern, PhotoBook Magazine
*All photos by Kayla Curtis-Evans

AAPI Month Spotlight: BONBONWHIMS