A personal interview with the founder

 🌿 The Jade's Call: A Personal Interview with the Founder

As she transitions from a successful corporate career into a new chapter, the founder of The Jade's Call shares her story—a journey of passion, authenticity, and empowerment through one of nature's most revered stones: jade. In this intimate interview, she opens up about her motivations, challenges, and vision for making genuine jade accessible to more people around the world.

1.     Can you introduce yourself?

I'm a woman in my 50s, based in Singapore, preparing to retire from the corporate world. Shopping has always been my passion—especially the art of finding high-value items at modest prices. I take pride in dressing well, not just for appearance, but as a reflection of my professionalism and personal conviction.

People often assume I must be wealthy to look polished every day. The truth is, it costs very little. The secret lies in knowing where to shop and how to elevate a simple outfit with the right accessories. Even the most basic ensemble can look sophisticated with thoughtful styling.

2.     Why do you want to start a business selling genuine jade bangles?

I've personally experienced the heartbreak of buying fake or treated jade. These weren't cheap purchases—I spent five figures on a collection I believed to be authentic, only to discover through professional authentication that most of it had been treated.

I've watched colleagues spend thousands trying to source jade through more reputable channels, and it sparked my curiosity. The jade industry is shrouded in mystery. It seems that unless you pay a premium, you're likely to end up with treated material—and even then, there's no guarantee. I learned that the hard way.

3.     What has your journey been like in setting up this business?

I went back to school. I was furious at having been scammed despite being an educated consumer. I earned a certification in jade authentication and studied the properties of jadeite, learning to use tools like refractometers and loupes to identify treated stones.

I was fortunate to meet mentors from China, some with over 30 years of experience in the jade trade. Through their guidance, I was able to source reasonably priced natural jade personally, for friends and family. Eventually, I saw an opportunity to expand this offering globally, making genuine jade accessible to more people.

Along the way, I also discovered a deeper purpose: knowing that my work indirectly supports communities in Myanmar—many of whom live in hardship as neighbors to affluent Singapore—gives this business a meaning that goes beyond the jewelry itself.

4.     Why is your jade more affordable than others sold online?

Honestly, it comes down to a few choices I've made deliberately. I work directly with recommended supplier for premium-origin jadeite, cutting out the extra layers of distributors that usually drive prices up. We're a small operation, so we don't carry the overhead of a big team or a retail store.

On the stones themselves, I focus on mid-range bangles with moderate but genuine craftsmanship—real, untreated jade, just not the flawless pieces that collectors chase. Those are typically reserved for buyers willing to pay a premium for rarity, not necessarily for quality you'd actually notice day to day.

And since we're still a new brand, I'd rather price fairly and earn people's trust first. Prices may rise down the road, but for now, this is me choosing sustainability over quick margins.

5.     Why do you focus on mid-range jade?

Jade is valued based on translucency, color, age, and structure. Our mission is to make natural jade accessible to more people, and mid-range pieces offer the perfect balance. They're elegant, admirable, and affordable—while still being untreated, genuine stones.

We'll continue to assess market demand. If there's interest in higher-grade bangles, we may expand our offerings. But our priority remains sourcing valuable pieces that align with our vision of authenticity and affordability.

6.     Does mid-range jade carry flaws or defects?

Yes—and that's part of its natural beauty. Even top-grade jade, which can cost thousands, is rarely flawless. As a natural stone, jade often contains mineral inclusions, cracks or color lines, surface marks, or tiny dents. These aren't signs of damage, but characteristics that reflect its organic origin.

All our pieces carry such imperfections, though they're generally subtle and don't cause discomfort when worn. We make these features visible in our product videos whenever possible, and customers are welcome to reach out with questions if they'd like a closer look before purchasing.

7.     How can you be sure your jade is genuine Type A?

This is something I take seriously, since it's really the foundation of trust with my customers. A few things I rely on:

First, sourcing matters. I work with a supplier I've vetted over time, specializing in premium-origin jadeite, and Type A jade—natural, untreated, with no polymer or dye—is what we specifically source and sell. I don't deal in B or C-grade treated jade at all.

Most of our pieces come with a certificate verifying the jade is natural. For a small number of pieces where the certificate has been misplaced along the way, I stand behind the piece with our money-back guarantee—if you're ever not confident in what you've received, we encourage you to get it authenticated locally, and we'll make it right.

I also do my own visual and physical checks on every piece before it's listed—natural jade has a distinct texture, sound, and weight that's hard to fake once you've handled enough of it.

I know "trust me" only goes so far online, which is why I built the guarantee in—you're never taking a risk you can't undo.

8.     Why do you believe jade brings good energy?

Everything on Earth emits energy. I feel a deep affinity with jade—it brings me comfort and joy when I wear or touch it. That's why I named my company The Jade's Call. It's about that moment of connection, when a piece speaks to you.

I believe this universal attraction should be accessible to everyone. Price should never be a barrier to experiencing such a bond.

9.     Will you be selling other jade accessories like rings, earrings, or necklaces?

Yes, we hope to expand our offerings as the business grows. For now, we're assisting customers on a personal level to source specific items upon request.

10.  Isn't jade mostly popular among older Chinese women? Is there a market for foreigners and younger women?

Historically, jade was a symbol of wealth among affluent Chinese families. Over time, it became a cultural emblem of elegance and prosperity. Today, jade is more accessible and appreciated across generations and cultures, especially with modern designs.

While older women may still have a stronger affinity for jade, younger women and foreigners are increasingly drawn to its beauty and symbolism. Personally, my love for jade deepened as I matured—it's a timeless companion.

11.  What does jade mean to you personally?

Jade, to me, is more than a gemstone—it's a symbol of resilience, grace, and quiet strength. It reminds me that beauty doesn't have to shout; it can be subtle, enduring, and deeply rooted. Wearing jade feels like carrying a piece of nature's wisdom, something ancient yet timeless.

My journey with jade has taught me patience, discernment, and the importance of staying true to one's values. That's why I'm committed to sharing genuine jade with others—not just as jewelry, but as a meaningful connection to something greater.

12.  Final words for women out there?

Don't step out looking sloppy—and blow-dry your hair before leaving the house! Singapore's fast-paced, humid environment often discourages dressing up, but I believe it's worth the effort.

Take time to present yourself well. When you look good, you feel good—and you radiate positive energy. People will respect you before you even speak. Isn't that a powerful way to move through the world?