Soami

The Singapore National Day Charm Collection is a charming series of adorable and quirky charms that celebrate. Perfect for displaying your national pride with a touch of fun, this collection captures the essence of Singapore in a playful and cute way.

SOAMI is an independent jewelry brand based in Singapore, specializing in demi-fine and fine jewelry that embodies a sense of wonder and connection.

Pronounced "sow-me," SOAMI is a blend of the phrase "So am I," which is only used in response to someone else. This reflects the brand's commitment to creating meaningful connections through everything we craft, aiming to bring a touch of magic to everyday life.

We use the highest quality conflict-free precious materials, including Gold Vermeil (gold-plated silver) and Solid Gold. Our extensive collection includes engravable pieces, allowing you to personalize each item with a name, memory, or seasonal reminder. Each design carries its own story, rooted in our brand philosophy.

Every item comes beautifully packaged in our ready-to-gift SOAMI box, carefully sealed for a special unboxing experience.

At SOAMI, we inspire kindness and grace in the way we think, give, live, and love. Founded in November 2016, our website was officially launched in February 2017.

About the Founder

Mindy, the founder of SOAMI, is a designer-turned-entrepreneur who built her business from the ground up. She graduated with honors in Visual Communications from the School of Art, Design, and Media at Nanyang Technological University. Her interest in business grew after working in retail with a luxury athleisure brand, where she gained insights into the inner workings of successful retail companies and developed a fascination with consumer psychology and luxury branding. With her background in design and branding, along with a passion for jewelry, Mindy laid the foundation for SOAMI.