At iffi, we believe jewelry isn’t just something you wear; it’s a piece of your story. Each design is created to capture you and the little moments that make life unforgettable—the special memories, the laughter, and moments that bring us together. We celebrate your personalities and memories because those are what makes us unique.

Our pieces blend playful charm with a refined touch, designed to be as unique as the stories you hold close. We believe it’s not about perfection; it’s about personality, warmth, and wearing something that feels like a little link to yourself, the people and memories you love.

So, wear what you hold close, and let iffi be your reminder to enjoy the clumsy, cozy, and cherished moments life brings your way.

Born in Namibia to a Chinese immigrant family, she grew up with a deep appreciation for the small, everyday moments that bring people together. Angel finds comfort in all things that carry personality and warmth—whether it’s cute figurines, meaningful keepsakes, or the joy of hosting gatherings for friends. For her, jewelry has always been about more than adornment; it’s a way to hold onto memories and celebrate the connections that shape us. That’s why she wanted to create a brand where each piece feels like a small, wearable reminder of the people and moments that make life special, blending playfulness with sophistication in a way that feels personal and true.