WHO is a jewelry brand born from legacy and transformed for connection.
The name "WHO" is a reinterpretation of Hữu, my family name. While rooted in personal history, the change was intentional: to create something that resonates universally, something that speaks to more people, no matter where they come from. Simple, bold, and open-ended, WHO invites curiosity. It asks a question — and becomes an answer.
Our emblem, the spade, draws inspiration from the Ace of Spades, the highest card in the deck. It stands for excellence, boldness, and singularity. The shape also resembles a compass, with its point directed outward in four directions. It's a symbol of our belief: that greatness is not confined by background, origin, or privilege. Greatness can come from anywhere.
WHO is for the ones who push forward. The ones who craft their path. The ones who don't wait for permission to be exceptional. Jewelry is just our medium identity is the message.