TikTok-Viral Jewelry Brand OHTNYC Is Charming K-pop Idols and More

If you haven’t appear across OHTNYC on TikTok, you’ve possibly found American musicians like Keshi and Olivia Rodrigo and Korean superstars like Felix of Stray Young children and Hyoyeon of Girls Generation putting on the brand’s pieces. And when a K-pop star wears one thing, the environment wishes to put on it too. 

The aesthetics of South Korean idols have been breaking by to the mainstream for a long time now, and with the support of enormous lover-operate social media accounts that exist solely to detect brand names and products and solutions that artists are putting on, it is a lot easier than ever to emulate their design and style. A essential part of these looks is, of course, killer jewels, which OHTNYC has a good deal of.

OHTNYC founder Jinsol Woo still left South Korea to analyze manner in New York City, and after graduating from the Style Institute of Know-how, worked as an assistant designer at Calvin Klein and Helmut Lang. 

Following a couple of several years of teaching in the market, he resolved to set up his personal structure property, with a focus on jewelry. Though the brand is notably on the increase ideal now, the journey to get below has not been an quick one. “I begun with like 20 dollars, generally,” Woo tells Teen Vogue in his NYC studio. “I had a lot of sleepless nights performing as a bartender in the course of the nighttime, receiving off at 5 a.m. and pouring my coronary heart and blood back again into my model in the course of the daytime.”

Like a lot of firms, OHTNYC took a hit at the start of the pandemic. Woo lost his bartending job, and started off to really feel like he was getting rid of route with his business as very well. “It was at that moment that I decided to just take the circumstance as an possibility, and I started off my social media,” he states. It is protected to say that social platforms actually improved the course of Woo’s brand name — the products was there, the written content was ready, all he wanted was for individuals to know it existed. So he took edge of the momentum in the most effective approaches he understood how. “My manufacturer was currently being recognized by a ton of K-pop stars and stylists, so I was able to share those people exposures on TikTok, far too,” he says. Woo inevitably went viral on TikTok, amassing above 200 thousand followers and 5 million likes. 

Korean idols and Western celebs have each served OHTNYC skyrocket to world wide recognizability, and it has witnessed expanding demand from customers over the last year. At times, it all nevertheless feels like a desire to the designer himself. “Honestly, I generally hoped that I would see superstars wearing my jewelry, but when I truly achieve them with my get the job done, it feels virtually unbelievable,” Woo shares. 

The most invigorating second for Woo was seeing Karina of the K-pop group aespa sporting his work on a number of instances. As a fervent lover of her design and functionality, she was the exact star that he required to be found in his styles. “I was manifesting that,” he admits. The famed female group proceeds to like his get the job done — 3 associates have been also wearing OHTNYC pieces in the course of their latest Coachella set.