Shop Small is a monthly series highlighting small business owners from diverse backgrounds. This series aims to go deeper than your typical product roundup, diving into the inspirational stories behind some of our favorite brands. By taking a behind-the-scenes look at how their shops came to be and highlighting the products they (and their shoppers!) love, we hope to put a deserving spotlight on these marginalized business owners.
Ever since I was a little girl, I've loved jewelry that celebrates my Italian heritage. My favorite pieces remind me of my family's deep-rooted traditions. That's why I was immediately intrigued by Sonia Hou Jewelry, a growing jewelry brand known for its culturally inclusive designs.
The founder, Sonia Hou, is a Los Angeles-based Chinese American, and her jewelry draws inspiration from around the world, including Greek, Jewish, Mexican and Middle Eastern cultures. Think chopstick earrings (one of the brand's bestsellers) that are subtle enough for everyday wear, a Day of the Dead pendant to celebrate the Mexican holiday and evil eye studs inspired by the superstition based in Greek tradition.
Each piece is crafted with quality materials like gold plating and stainless steel, but the prices are accessible — making it easy to add a statement piece or subtle nod to your heritage into your everyday look. Below, Sonia shares what inspired the brand and how she's redefining modern jewelry with purpose and passion.
What's the inspiration behind Sonia Hou Jewelry?
I launched Sonia Hou Jewelry in response to a noticeable lack of diversity and inclusivity in modern, stylish jewelry design. As times have evolved, so has the importance of representation — and I wanted to create a brand that reflects that.
The inspiration began in college back in 2002. I struggled to find stylish, affordable jewelry that was both skin-safe and durable. Most options at major retailers were made from cheap metals that caused allergic reactions, yet were still overpriced. By 2012, I began creating demi-fine jewelry — a category that bridges the gap between fine and costume jewelry.
What drew you to jewelry as a medium?
I've always had a deep passion for jewelry — especially pieces that are both high-quality and accessible. What drew me in initially was how something as small as a pair of earrings or a delicate ring could completely transform a look. Jewelry has this unique ability to elevate an outfit, whether it's for a formal occasion or just an everyday moment.
I'm also fascinated by the versatility and emotional power of jewelry. It's more than just an accessory — it tells stories, celebrates milestones and allows people to express their identity. Over time, that appreciation grew into a desire to design pieces that feel meaningful and wearable. My goal has always been to create designs that blend modern style with timeless elegance, while staying inclusive and affordable.
Can you share some of the company's bestsellers?
We have many — each resonating with customers for different, yet powerful reasons. Our CHOPSTICK Earrings have become a signature design, especially gaining momentum during the height of the #StopAsianHate movement in 2020. The design is a modern, wearable nod to Asian heritage and identity.
Our FIRE Earrings gained national attention after being worn by U.S. Olympic figure skating athletes, marking their place in modern sports history. Customers are also drawn to their innovative 3-in-1 convertible design, allowing for versatile styling. The TRILL Earrings have also been a customer favorite, admired for their bold, geometric silhouette and lightweight yet high-quality craftsmanship in 18K gold and sterling silver.
Our PERFECT Hoop Earrings continue to be a consistent bestseller, thanks to their timeless appeal. Made from quality 18k gold and sterling silver, they’re lightweight, classic and affordably priced under $50.
In such a competitive industry, how do you balance creativity with overseeing the business side?
It's one of the trickiest parts of running a jewelry brand — especially in such a saturated market. I’ve learned that it's about constantly switching hats. One day I'm sketching designs and experimenting with new ideas, and the next I'm knee-deep in analytics, customer feedback and marketing strategy. Creativity is what makes the brand unique, but structure is what keeps it running.
What message do you hope your brand conveys?
I want people to know Sonia Hou Jewelry is about representation, empowerment and connection. Our brand is built on the belief that jewelry should reflect the diversity of the world we live in, where modern, fashion-forward designs tell meaningful stories. Whether someone is buying a piece to honor their heritage, express their personal style or simply wear something beautiful, I want them to feel empowered and connected to something greater.
At the end of the day, Sonia Hou Jewelry is about more than adornment — it celebrates who you are and where you come from, while embracing where you're going.
Tori Polizzotto Jones is a writer based in NYC, with a big heart and a passion for storytelling. Growing up in Brooklyn as a dancer, her creative roots have always run deep. After studying Fashion Media at LIM College, she found her way into writing, covering everything from beauty and lifestyle to home decor, food and entertainment. Tori’s work has been featured in Cosmopolitan, Esquire, ELLE, Harper's BAZAAR and Delish, where she brings her unique perspective and love for all things creative to every piece.