SME

By FedEx | First published: January 8, 2021    Updated: January 17, 2025

Jenny Kwang is the founder and creative director of e-commerce brand J&Co Jewellery. Here’s how she tapped innovations in global e-commerce logistics to bring her designs to the world.

• Hobbyist founder Jenny Kwang started out selling affordable handcrafted jewelry on Etsy. Her brand, J&Co, now ships worldwide.
• With a strategic approach to using logistics solutions to expand globally, J&Co is winning fans across multiple continents.
• The Singaporean jewelry brand continues to expand into new global e-commerce markets while launching innovative new designs.

What started as a passion project personalizing jewelry for family and friends is now a major online store with global customers. J&Co Jewellery founder and creative director Jenny Kwang exports her affordable handcrafted jewelry from Singapore to the world, powered by an easy-to-use website and a strong international logistics network. 

A Singaporean jewelry brand designed to be accessible

“It was really a hobby at first. I found it difficult to find jewelry that was of good quality and lasting, yet affordable, so I thought about making my own. In 2014, I started selling my creations at a marketplace in the US and on Etsy. Surprisingly, many customers loved them, and word spread far and wide,” shared Jenny. 

Jenny’s story has been an inspiration to many around the world. More and more people are discovering her unique, contemporary designs that are timeless yet suitable for everyday wear. She describes her brand as “beautiful, high-quality pieces at friendly prices, with a touch of youthful luxury.”

“We’re here to create an inclusive community, one where our customers don’t have to break the bank for a well-crafted necklace or pair of earrings,” added Jenny. “Our inspiration comes from conversations with women from all walks of life. They come back and spread the word because they feel beautiful wearing the items we create.”

Affordability is an essential part of the brand’s core offering. Despite using 14k solid gold, diamonds, and 925 sterling silver materials, J&Co aims to set prices below the typical jewelry market to offer true value and access more customers. Jenny and her team “work directly with responsible partners to bring buyers exceptional quality at fair prices, skipping the traditional markups.”

Using logistics solutions to expand a small business globally

Selling jewelry to international customers demands a shipping solution designed specifically for jewelry logistics. When the business soared in popularity, the team was excited to scale up and share more pieces with the world. However, jewelry can be seen by anxious customers as high-value goods, easily susceptible to delivery mishaps and even theft.

This meant finding the right delivery provider: a crucial step to ensuring that orders were met on-time and each delivery experience was seamless and secure.

“Finding the right jewelry logistics solution was very important to us. We needed one that was reliable and could ship everywhere,” shared Jenny. “Customers from all over the world come to shop on our website. We started out with mainly US customers. Buyers now come from Japan, Switzerland, Australia, the Netherlands and more.”

“Once they place the order, they expect delivery to be prompt and made with zero damage to the product – a universal customer need.”

Packages also need to be handled safely, which is why Jenny was positive about our services at FedEx. As an e-commerce business that embraces digitalization to better serve its young customers, J&Co finds the innovative digital tools offered by FedEx very useful. In particular, FedEx Electronic Trade Documents (ETD) offers a simple, efficient solution and a smoother customs clearance experience to help process international shipments electronically.

FedEx Delivery Manager International allows J&Co’s customers to keep track of their packages throughout the entire journey. They can also arrange to pick them up at a nearby location and get delivery notifications on WhatsApp for added convenience.

J&Co is also exploring other new technologies, from using more automation in production to integrating it into order fulfilment and shipping. New, AI-enabled e-commerce tools will improve efficiency and better serve the needs of jewelry lovers worldwide. 

Continuing her vision of a community of customers, Jenny continues to forge ahead creating jewelry that everyone can love and enjoy.