In the heart of East London’s vibrant Shoreditch, Selina Yang recently launched her latest jewellery collection, “Bethnal Green Museum Garden,” at a showcase in Brick Lane. This new series reflects her signature approach: capturing the city’s spirit and intertwining it with personal narrative. Selina Yang, a Royal College of Art graduate, is an emerging talent in contemporary jewellery. With her brand still in its early growth phase, she brings a fresh perspective that merges the city’s urban fabric with the timeless art of jewellery-making.
On September 19, 2024, Selina Yang unveiled her highly anticipated new collection, “Bethnal Green Museum Garden,” at an exclusive showcase held at 19 Cheshire Street, in the vibrant neighbourhood of Shoreditch, East London. Hosted in a private studio on Brick Lane, the launch event invited attendees to experience the collection’s storytelling firsthand, with pieces inspired by the iconic Bethnal Green Museum Gardens. Attendees explored designs that blend the nostalgia of East London’s landmarks with modern jewellery artistry, including highlights like the “Flying Pigeon” and “St John on Bethnal Green” rings and earrings, as featured in the new lookbook. This intimate showcase not only celebrated Selina Yang’s unique design philosophy but also strengthened her connection with the local community, embodying the spirit of East London in each handcrafted piece.
Inspired by Moments in Bethnal Green
The “Bethnal Green Museum Garden” collection was born from Selina’s years living in East London, where she found a sense of belonging among the diverse communities. Her pieces are inspired by the garden’s pigeons, St John’s Church bells, and the architectural details she encounters daily. This connection is most evident in the collection’s core piece, the Bethnal Green Museum Gardens Wind Necklace, which features an interactive wind vane that can move with the breeze—inviting wearers to feel a part of this cherished London landmark. In tribute to this special location, each piece is engraved with the postcode “E2 9PA,” grounding it in the physical space that inspired it.
Sustainable Craftsmanship and Innovation
Vane Golden necklace
True to her commitment to sustainability, Selina Yang uses recycled sterling silver and traditional metalworking techniques, including wax carving and sandblasting, crafted by hand in Hatton Garden. Many pieces in this collection also feature innovative elements, such as movable parts and the use of pewter for special editions. Her design process reflects a deep respect for craftsmanship, with each piece meticulously shaped to evoke a specific London experience. As with her previous collections, sustainability remains central: materials are carefully selected to be environmentally friendly, reinforcing her ethos of creating timeless jewellery with minimal impact.
Building a Brand Rooted in Storytelling
Since founding her brand in 2022, Selina has used her jewellery to tell stories of urban life. Her first collection, “Special Moments,” paid tribute to her mentor Michele Dore, an Italian jeweller from Hatton Garden. This homage to personal history laid the foundation for her ongoing exploration of how jewellery can encapsulate memories, relationships, and moments. With the “Bethnal Green Museum Garden” series, she continues this journey, encouraging wearers to view her pieces as symbols of their narratives within the city.
A Vision of Contemporary Jewellery with Cultural Depth
Selina Yang’s work resonates as both art and autobiography, inviting audiences into her journey from a small town in China to a thriving artistic career in London. Her jewellery bridges cultural divides, blending the intricacies of her Eastern heritage with the dynamic, ever-evolving culture of East London. By integrating traditional craftsmanship with a modern aesthetic, Selina offers pieces that are not only wearable but deeply meaningful—a fusion of style and story that continues to garner attention.
With her 2025 collection now available, Selina Yang stands out as a designer who transforms the essence of London into jewellery, offering wearers a piece of the city’s soul in every item. Her designs celebrate not only her journey but also the potential for jewellery to connect us with our environments, our histories, and ourselves.
Author: Xinyi Wang
Photography: Birutė Paukštytė
Styling: Angelica Xiong
Makeup artist: Kasia Postaremczak
Curators: Dijun Shine Sha & Ismini Chimona
Production assistant: Jiayi Shen
Location: Alexander Yetman, 19 Cheshire Street, London, United Kingdom E2 6ER
