ISSHU was created in Jakarta, Indonesia, in September 2020,during the pandemic. With the tagline “Beauty in Subtlety”,  ISSHU focuses on being a jewelry brand that carries simple designs for everyday life that is easy to mix and match. ISSHU is taken from a Japanese word meaning “variety” or “varied”. From the first collection, inspiration has come from various elements from nature. Over time, each design was developed to be imbued with meaning.

Most of the pieces are unisex. Compiling numerous references thanks to the digital age, ISSHU focuses on creating new trends in
jewelry for the young adults of Indonesia. Black, white, and gray being gives ISSHU its monochrome aesthetic throughout the collections. ISSHU is constantly creating using this monochromatism, as seen in the latest collection Techno. The first ISSHU collection to present handmade beaded bags, this departure from jewelry inspired by rave culture and summer living.

As the materials, ISSHU uses sterling silver and gold for its jewelry, handmade by select silversmiths in Bali. Not only the classic technique of silversmithing, but ISSHU also uses 3D printing for most of its modern jewelry forms. Besides silver, beads and many other materials such as metal, quartz, jade, and topaz are used and assembled by a team in Jakarta. ISSHU also has beaded accessories and has launched readyto-wear clothes in its line of products.

With the will and dream to expand to other parts of the world, ISSHU would want to be known for its principles by amplifying simplicity, variety, and never-before-seen designs. Inside ISSHU’s DNA, there is an honest intention to raise awareness of socio-political issues of everyday life. ISSHU has voiced their opinions using polls on social media, interviews with muses, also implementing liberal ideologies through product names and designs.