Gen Z embraces 'ok': Korean jade jewelry sees a stylish revival

Once relegated to the jewelry boxes of grandmothers, jade, or "ok" in Korean, is now the latest obsession for Gen Z. As summer approaches, Seoul's Jongno jewelry district, a hub for the trade since the 1930s, is seeing a surge in young shoppers seeking out jade rings. These pieces, once considered old-fashioned, are now prized for their affordability, unique natural variations, and a touch of vintage nostalgia.

“

Over 90 per cent of our customers are young people. We have middle school students and even elementary school students come to buy jade rings.

Many young consumers prefer the in-person shopping experience, believing the search for the perfect, one-of-a-kind jade stone is part of the allure. This shift has prompted many wholesale businesses in Jongno-gu, which historically focused on bulk sales, to embrace retail customers. Shops like Oksibang and Yeijak Jewelry, now specializing in jade, are welcoming walk-ins, with owners reporting that over 90% of their clientele are young people, including middle and even elementary school students.

“

Merely seven to 10 years ago, jade was considered a granny accessory.

"Merely seven to 10 years ago, jade was considered a granny accessory," said Lee Jin-ook, owner of Yeijak Jewelry, a family-run business. "Now, jade is changing with the younger market." To appeal to this new demographic, designs have become simpler, thinner, and feature lighter colors like fresh green, yellow, lavender, brown, white, and black, making them more versatile for everyday wear and more affordable, with prices starting around 35,000 won (S$30). Beyond rings, pendants shaped like animals and bracelets with modern chain designs are also gaining popularity.

“

Now, jade is changing with the younger market.

Beyond aesthetics, the cultural significance of jade continues to resonate. Historically worn by Korean royalty as a symbol of protection, good fortune, and authority, jade is still believed to ward off evil and bring health, happiness, and prosperity. Modern designs, such as Yeijak Jewelry's "silver lining jade ring," incorporate these traditional meanings. Jade rings also hold a special place in Korean tradition as "yedan," or wedding gifts, signifying respect for elders and eternal love.

“

Koreans are familiar with jade, especially jade rings, because we saw our grandmas wearing them and grew up seeing them in TV series. We designed them to match the young people’s tastes with modern colors and designs.