Editors

Designers to Watch in 2023: Boochier

EditorsFeb 01, 2023

Designers to Watch in 2023: Boochier

Behind the playful and nostalgic brand lies deeper meaning.

20230201_Boochier-header.jpg
A bracelet from Boochier’s “B-Boy” collection in 18-karat gold with pearls, 1.1 carats of diamonds and enamel ($7,180) and a ring from the “Slinkee” collection in 18-karat gold with diamonds and rhodium plating ($9,250)
It was in what felt like the first legitimate post-pandemic year—2022—that my Boochier fixation took hold. 

I was freshly back to New York, with the city as alive as it had ever been, feeling like I had wakened from some sort of fever dream after living nearly two years in Miami, when I met the brand’s designer, Melinda Zeman. 

For Zeman, who lives and produces her fine jewelry line in Hong Kong, the return to travel must have been an even greater shock to the system. After three years under some of the world’s most stringent COVID-19 regulations, Zeman was traveling for the first time, making a world tour of fashion capitals as Boochier made its global debut. 

And what an emergence. Boochier was even better in person than in my frequent Instagram scrolls. It drew me in with its 1990s and 2000s era sentimentality. The “Slinkee” bracelet, was, to me, reminiscent of a telephone cord, like the one my family had in the basement in the ‘90s in case one of our cordless phones should run out of battery.

 
 In Miami, I had become an internet scourer of vintage furniture and décor, sourcing laminate pieces, most likely from a 1980s teenage girl’s bedroom. I collected things I would never use or had no need for, like kitschy figurines and ashtrays, and looked at vintage pictures of shopping malls in their heyday on social media. The Slinkee collection was modern and artfully designed but emitted a visceral nostalgia I couldn’t get enough of during so much uncertainty.

A lot of us were glorifying the recent past during the pandemic, and still are, as we navigate unprecedented world changes. Zeman is a millennial and as a mother of four, undoubtedly has easy access to her inner child, but Boochier’s playfulness is universal without belonging to one specific era.

There’s joy in its many enamel and rhodium shades and an easiness in its looping, curving lines.

20230201_Boochier-insert.jpg
Boochier designer Melinda Zeman. She launched her jewelry brand in 2019.

While on its face lighthearted, just as I ascribed a certain melancholic meaning to the collection, Boochier was born out of a deeper, yet empowering, message.

The first piece Zeman created, the “Ties” ring, is a representation of embracing two sides of one’s identity.

Born to a Chinese mother and Ghanian father but primarily raised in China with her mother’s family, Zeman’s mixed-race heritage was unique among her family and peers. It was only in adulthood that she grew to appreciate her multicultural background and accept herself.

“The Ties collection is about embracing your differences, owning who you are, and celebrating it to its full extent,” she said.

I caught up with the designer this year to talk about balancing fun design with classic elements, her relationship with color, and her latest pieces.

This interview has been edited for length and clarity.

Ashley Davis: I think the “Ties” motif says a lot about your origin story as an artist. Can you explain the message behind this signature piece and what inspired it?

Melinda Zeman: The Ties collection will always hold a special place in my heart because it is the collection that I launched the brand with and the collection that continues to be our best seller. I think it is because so many people can relate to the inspiration and the story behind it.

Boochier is very much an extension of me and I wanted a collection that told my personal story. I was born in the U.K. to a Chinese mother and a Ghanian father. My mother and I moved to Hong Kong during my childhood to be closer to her family. I then moved to the U.S. after high school.

I think my story is no longer one that is unheard of in today’s world. It is a story of navigating your identity and who you are in a world where we are made up of so many interweaving “ties” or elements, be it geographical, racial, or in relation to gender or religion.

AD: What was your professional background prior to launching Boochier?

MZ: I worked in marketing and content creation. My job was finding people with interesting stories to tell and giving them a platform to tell those stories. My favorite interviewee was an incredibly charismatic young guy who was a flight attendant during the week and a drag queen on the weekends.

AD: How did you decide to launch your line?

MZ: I have always loved jewelry and have been fascinated by the way something so small can tell such a vivid story. 

Especially when you look back at the kinds of jewelry that were traditionally worn by royalty, the designs and materials used paint a picture of who they were and what they did. I love that stories and memories can transcend generations through family heirlooms. 

This love combined with my personal story and all the stories I had the pleasure of encountering through my job led me to the creation of the Ties motif. 


AD: What would you say inspires your design aesthetic?

MZ: Boochier is all about celebrating your journey, so I take a lot of inspiration from my childhood moments in the ‘90s and early 2000s. 

Our “Slinkee” for example is a total throwback moment. A lot of my clients tell me it reminds them of a phone cord back when teenagers didn’t have cell phones and would spend hours twirling the cord while on the phone with their best friends. 

“I love that stories and memories can transcend generations through family heirlooms.” –Melinda Zeman

I’m not someone who takes myself too seriously and it is so important for me to reflect this in all my designs. I want my jewelry to be something people can have fun with. I want to create jewelry that people feel comfortable wearing for all occasions.

I like to be playful with my designs yet also classic enough that they can be worn every day and passed down for generations. I hope to create something that I could pass down to my granddaughter one day that says something about me, that I’m someone who is playful, daring, and independent in her choices, but also appreciates quality and craftsmanship.

AD: Where is the collection made?

MZ: Our pieces are made in a small workshop in Hong Kong. 

 Related stories will be right here … 

AD: What are the materials you work with the most? Can you explain your relationship with color?

MZ: I work mostly with 18-karat gold and diamonds, but color has been a huge part of the brand from its inception, mostly because I am such a colorful person owing to my extremely colorful cultural background, but also because I genuinely believe that color can uplift anyone. I love being able to bring sparks of instant joy and happiness through my jewelry.

AD: Can you tell me more about the inspiration behind the “Slinkee” collection? It was the first collection that put Boochier on my radar.

MZ: The Slinkee is a tribute to childhood hopefulness, joy, and nostalgia. The collection draws inspiration from childhood objects that transport us to a carefree time, a time where nothing seems impossible, the sky is the limit, and no dream is too big.

The shape is a reminder of childhood resilience, the ability to bounce back stronger and continue to grow. It is the ultimate reminder of that childhood bravery we all possess inside us to get right back on that bike after falling off.

AD: What about the new “B-Boy” collection?

MZ: The B-Boy collection is one of our latest collections and is really my personal reinterpretation of a traditional pearl necklace. 

I grew up watching my grandmother put on her pearl necklace every day and always wondered how I could make it a bit more playful yet still luxurious. I use only the best Akoya pearls for the necklace, combined with high quality diamonds, 18-karat gold and enamel beads. 

 “I hope to create something that I could pass down to my granddaughter one day that says something about me, that I’m someone who is playful, daring, and independent in her choices.” – Melinda Zeman

AD: Who do you view as the Boochier customer?

MZ: I view our customer as someone who is confident in themselves and their decisions; a leader.

Someone who is looking for something different and untraditional. It is for someone that invests in quality, craftsmanship and details because it brings them personal joy knowing the attention that went into creating their pieces. 

The Latest

Schwanke-Kasten Jewelers, Tom Dixon
IndependentsOct 14, 2025
Retailer Hall of Fame 2025: Tom Dixon

As chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.

Katty Villapando Lyte and Mica Rencher of Shimmer LLC
Events & AwardsOct 14, 2025
Here Are the Winners of the BIJC, JA ‘Emerging Jewelers’ Grant

Katty Villapando Lyte and Mica Rencher received a $10,000 grant for their business, Shimmer Culture LLC.

Cooper Flagg family at Day’s Jewelers
IndependentsOct 14, 2025
Day’s Jewelers Crafts Custom Jewelry for No.1 NBA Draft Pick Cooper Flagg

The parents of the Dallas Mavericks rookie bought their engagement ring at a Day’s store in Bangor, Maine, in 1997.

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (2) (1).jpg
Brought to you by
Protect Your Customers and Your Business

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

Pragnell Kitulo Garnet collection
SourcingOct 14, 2025
Pragnell Debuts Kitulo Garnet Jewelry

The UK-based brand sourced the gemstones, which are fully traceable, from an artisanal mining community in Tanzania.

Weekly QuizOct 09, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Astrid & Miyu 2025 12-Day, 24-Day, Solid Gold Advent Calendars
CollectionsOct 10, 2025
Count Down to the Holidays With Astrid & Miyu’s Advent Calendars

The trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.

Front of Marla Aaron porcelain Nymphenburg Lock
CollectionsOct 10, 2025
Piece of the Week: Marla Aaron’s ‘Nymphenburg Lock’

Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.

ja_fall_2024_by_headshot_stories_6824.jpg
Brought to you by
JA New York Fall Is Right Around the Corner

The upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.

Alisa Bunger Frederick Goldman
MajorsOct 10, 2025
Frederick Goldman Names New VP of Sales

Jewelry industry veteran Alisa Bunger has taken on the role.

Feriel Zerouki, De Beers Chief Trade and Industry Officer
SourcingOct 09, 2025
Feriel Zerouki Is Leaving De Beers

The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.

Fabergé Imperial Winter Egg
AuctionsOct 09, 2025
This Fabergé Egg Could Crack $27M At Auction

“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.

Kessler watch battery recycling program
MajorsOct 09, 2025
Sy Kessler Buying Watch Batteries as Silver Hits Record High

The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.

Katkim Men’s Collection Shadow Pendant Necklace and Anerise Signet Band
CollectionsOct 09, 2025
Katkim Launches First Men’s Collection

The line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.

Gemfields Rough Rubies
SourcingOct 09, 2025
Gemfields’ Mini Mixed-Quality Ruby Auction Garners $11M

The rough on offer was recovered from a newer area at the Montepuez mine.

“Storied Diamond Desert Sands of Eternity” engagement ring and wedding band
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Emily P. Wheeler Ombré Collection Campaign
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ Collection

The champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.

MRK x MFA Tsuba Charm Necklace Collection Campaign
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New Charms

Kosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.

Stock image of a gavel and law books
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s Murder

Carlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.

Zoë Kravitz Wearing Jessica McCormack Tempest Sapphire Pendant and Tempest Diamond Necklace
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ Collection

The brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.

Lightning Ridge Rural Fire Brigade
SourcingOct 07, 2025
Columbia Gem House Announces ‘Opals for Outback Heroes’ Fundraiser

Proceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.

Stuller 2025 S.E.R.V.E. Star Awards winners
MajorsOct 07, 2025
Stuller Names Its S.E.R.V.E Stars for 2025

Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.

All four models of Citizen’s new Rainell watch
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for Rain

Citizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.

Mercedes Gleitze Rolex Oyster 1926
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s

The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.

Amit Pratihari GIA India
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing Director

Amit Pratihari was previously the managing director of De Beers India and Forevermark India.

DCWC 2025 Board of Directors
SourcingOct 06, 2025
SoCal 24 Karat Club Integrates Into Diamond Club West Coast

Members of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.

Selena Gomez and Benny Blanco Wedding, Jacob & Co. Watch
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White Metals

Gomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.

HRD Antwerp CEO Paul De Wachter
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEO

Diamond industry banking veteran Paul De Wachter will take on the role in January 2026.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy