Origins
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“I founded YYR because I believe extraordinary jewelry belongs in everyday life. We don’t need a special occasion to wear the jewelry we love. Life is the occasion. Wear what you desire.” Yirou Yu, Founder and CEO of YYR Jewelry
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Our signature is exceptional cubic zirconia, custom cut for captivating brilliance and set in designs that balance timeless elegance with modern wearability. Through intelligent material choices and meticulous craftsmanship, we bring the beauty of high jewelry within reach. From a quiet touch of sparkle to an unapologetic statement, each piece brings effortless chic to your outfit, inviting you to wear what you desire without waiting for a special occasion. |
YYR began with Yirou’s love of antique and estate high jewelry—the intricate details, elegant shapes, and care that made each piece feel special. While working on Wall Street in 2022, she found herself drawn to the idea of creating jewelry of her own.
What captured her imagination was cubic zirconia. She saw an opportunity to give it the same attention to design and craftsmanship that she admired in high jewelry.
“I was captivated by the beauty of well-cut, high-quality cubic zirconia. Its soft lines, superior clarity, vivid fire, and the lower energy required to produce compared with mined or lab-grown diamonds and moissanite aligned with my values.
Beauty shouldn’t be defined by rarity or price. I created YYR to pair that beauty with the artistry and craftsmanship of high jewelry, making extraordinary pieces accessible, effortless to wear, and made to last."
That belief became YYR Jewelry. After leaving Wall Street, Yirou turned her focus to the brand, working with experienced craftspeople in family-owned jewelry workshops in Guangzhou, China. Together, they bring high jewelry-inspired designs into everyday life, paying close attention to the settings, proportions, and finishing that make a piece feel effortlessly elevated.
For Yirou, YYR is also personal: a reminder to stop saving the things we love for special occasion. Every day is special and worth celebrating. She creates for women who choose jewelry for their own pleasure, trust their own taste, and find their own reasons to dress up.
Explore our collections.
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