Since 2022
Ashinemmer’s Story
I’ve always loved how even the simplest outfits feel more refined with the right jewellery—those little finishing touches can truly elevate a look. Living in New Zealand, I struggled to find pieces that offered real value: most affordable options tarnished quickly, while better‑made pieces came with a price that didn’t match my everyday budget.
That frustration led me to launch Ashinemmer in early 2022. I started from scratch—designing our logo, refining the packaging, building our website, and even sharing our journey on Xiaohongshu (Red Book). At first, our mission was simple: to offer stylish, affordable, hypoallergenic jewellery to Chinese residents in New Zealand.
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To better understand customer needs, I temporarily took the website offline and focused on attending markets to engage directly with customers.
On 1 January 2023, I set up my first stall at the Takapuna Sunday Market. Meeting people face‑to‑face across a variety of events allowed Ashinemmer to grow organically. Over the past 3 years, I’ve taken part in over a thousand markets across the Auckland and Hamilton region, including:
Takapuna Sunday Market
Britomart Saturday Market
Auckland Night Markets
Orewa Twilight Market
Catalina Sunday Market
Hamilton Night Market
…and more
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Every conversation shaped our product range—driving us to expand styles, materials, and packaging in response to customer feedback.
As online interest grew, many customers began asking for a convenient way to shop online. So I relaunched our website, refined our packaging once again, and officially launched our Instagram account to reconnect with our digital community.
Whether you meet us at a market or through our online shop, I hope to feel connected to you. We offer free shipping on orders over a certain amount, and every purchase includes a little surprise gift as a token of appreciation.
I promise there is no over‑packaging—just the right amount of protection. No inflated prices, no massive promotional sales—only honest, small festive discounts.
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Thank you for being here.
I hope Ashinemmer’s pieces bring a sparkle of joy to your everyday style.