At iffi, we believe jewelry isn’t just something you wear; it’s a piece of your story. Each design is created to capture the little moments that make life unforgettable—the special memories, the laughter, and even the clumsy mishaps that bring us together. We celebrate life’s quirks and imperfections because they’re the things that make every moment fun to remember and share.

Our pieces blend playful charm with a refined touch, designed to be as unique as the stories you hold close. Whether it’s a necklace that reminds you of your besties or a ring that brings back a silly memory, iffi is here to keep those moments with you. We believe it’s not about perfection; it’s about personality, warmth, and wearing something that feels like a little link to 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 is a mix of clumsy and detail-oriented, shy yet social, with a love for 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.