Xu Anyi and ANNXU – Sculpting the Future of Jewelry with Strength and Softness

In the ever-evolving world of contemporary jewelry, ANNXU stands out as a brand that speaks to both the heart and the mind, offering not just pieces to wear, but stories to embody. At the helm of this transformative jewelry brand is designer Xu Anyi, a visionary whose creations marry strength with grace, and culture with modernity. ANNXU, with its sculptural elegance and bold artistry, invites women to wear their independence and femininity with pride.

We caught up with Xu Anyi to dive deeper into her creative process, her views on the modern woman, and how she envisions the future of jewelry design.

What was the inspiration behind the creation of ANNXU?

Xu Anyi: ANNXU was born from a desire to create jewelry that goes beyond just decoration; I wanted to make art that speaks to the spirit. For me, jewelry should reflect both the strength and the softness of women—because we are both. The name ANNXU itself represents this duality. It’s not just about showcasing beauty; it’s about empowering women to embrace their full selves—strong, independent, yet also nurturing and graceful. Every piece tells a story, not just of the materials it’s made of, but of the essence of the woman wearing it.

Your designs often incorporate elements from traditional culture. How do you merge these with your modern vision?

Xu Anyi: I’ve always believed that traditional culture is a deep well of inspiration. In many ways, it’s timeless. But I also want my jewelry to speak to today’s woman—someone who is navigating a modern world while still holding onto her roots. That’s why I love incorporating symbolic elements from Chinese culture, like dragon scales or feather motifs, but giving them a contemporary twist. Take the "Dragon Scale" collection, for example: dragon scales are traditionally seen as symbols of protection and strength in Chinese culture, but I’ve reimagined them as soft, flowing pieces, merging power with grace. The same goes for other collections like "Feathers"—feathers symbolize freedom, but when they’re transformed into jewelry, they take on a new, sculptural dimension that speaks to the power and elegance of modern femininity.

What’s the creative process behind an ANNXU piece? How do you start, and how does it evolve?

Xu Anyi: The process starts with an emotion or a story that I want to tell. It’s often something abstract—an idea, a feeling, or a vision that I want to bring to life. From there, I dive into research. I study textures, shapes, and the meanings behind symbols. But the beauty of jewelry design is that it’s not only about what something represents, but how it feels when you wear it. I’m very hands-on, so I work with artisans who share the same passion for detail. There’s a balance between traditional techniques and new technologies, and I like to push the boundaries of what’s possible, experimenting with textures, colors, and materials that evoke both modernity and heritage. Ultimately, I want every piece to have depth—something that resonates emotionally and visually with the wearer.

ANNXU promotes a sense of modern femininity. How do you view feminism in the context of your work?

Xu Anyi: Feminism, to me, is about freedom—freedom to express yourself, to choose your path, and to define your own beauty. Jewelry, in my view, is a way to express that. It's about strength and softness in balance, because we, as women, are multifaceted. In my designs, I strive to celebrate that duality. The pieces aren’t just pretty adornments; they represent something deeper. I want women to feel empowered when they wear ANNXU, to embrace their complexities, to feel free in their choices, and to find beauty in their individuality. Feminism is at the core of what ANNXU stands for—it’s about embracing all aspects of ourselves and using design as a vehicle for that expression.

Who do you imagine wearing your pieces, and how do you want them to feel when they do?

Xu Anyi: I imagine the ANNXU woman as someone who is confident, independent, and connected to her inner strength. She may be soft, but she is also resilient. She might be a professional woman who thrives in the corporate world, or an artist who’s redefining boundaries in her field, or anyone who embodies the beauty of modern femininity. When I design, I want the wearer to feel like they’re not just putting on jewelry but embodying something powerful—like a sculpture that brings their inner strength to life. I want them to feel a sense of connection with the piece, to have it act almost as a second skin, and to carry a part of their own personal story with them.

What does the future of ANNXU look like for you? Any exciting plans ahead?

Xu Anyi: The future is about evolution. I want ANNXU to continue pushing the boundaries of jewelry design while staying true to the spirit of the brand. I’m always looking for new ways to incorporate cutting-edge techniques, like 3D printing, while respecting traditional craftsmanship. And of course, I’m constantly inspired by the women around me—how they live, how they create, how they express themselves. I see ANNXU not just as a brand but as a movement—a platform where women can come together and express their unique stories. So, expect more collaborations, more collections that dive deeper into the emotions of modern womanhood, and more innovative designs that are as powerful as they are beautiful.

You’ve successfully blended art, culture, and modern femininity in ANNXU’s designs. What advice do you have for other aspiring female designers?

Xu Anyi: My advice would be to stay true to your vision. The world of design is vast, and it’s easy to get lost in trends or comparisons. But authenticity is what resonates the most. Find what moves you and stick with it, even when it feels difficult. There will be challenges, and there will be moments of doubt, but remember that those are just part of the process. Trust yourself and never underestimate the power of your creativity. As women, we are incredibly powerful creators, and we should always believe in our ability to bring something new and meaningful into the world.

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ANNXU is more than just a jewelry brand—it’s an embodiment of strength, femininity, and personal empowerment. Through her designs, Xu Anyi invites women to embrace their complexities, to wear their stories, and to confidently step into the future with grace and resilience.