SLJ founders Simpson Ma and Jovy Hon, and creative designer Kelly Chow
SLJ London isn’t just a jewelry brand — it’s a conduit for creative experimentation, personal storytelling, and cross-cultural vision. Half a world away from their origins, Simpson Ma and Jovy Hon carry on a legacy of their hometown of Hong Kong. For much of its modern existence, Hong Kong has embraced this concept of old and new. Shiny glass towers rub shoulders with run-down tenement buildings. And for Simpson and Jovy, SWEETLIMEJUICE, or SLJ for short, they translate these similarities from their roots into a provocative collection of jewelry.
Between artisanal techniques and modern 3D modelling software, they find the careful tension that requires a delicate balance to achieve something interesting. The outcome is something that walks a delicate line between real-world familiarity and as they put it, ‘nue-punk elegance’. This self-coined term is as they put it “raw yet refined, structured but fluid.”
As we caught up with the duo and captured them in their London studio, we were given a glimpse into their world of design and the message they wish to put out in the world. SLJ London is continually trying to redefine the world of jewelry as we know it, through this managed chaos of old, new, and a constant injection of worldly inspiration.
You describe the brand as an interpretation of nue-punk elegance. Can you tell us a bit more about where this inspiration comes from?
Jovy: For me, it started with music—being part of an indie band in my teens shaped how I dressed and expressed myself, and that spirit still defines my creative lens today.
Simpson: Growing up in a boarding school in York, UK, I was drawn to the contrast between discipline and rebellion, which continues to inform my approach to design. “Nue-punk elegance” reflects that tension: raw yet refined, structured but fluid. The aesthetic plays with sharp silhouettes, spikes, and curves, offering something sleek and luxurious but never over-polished. It captures who we are—two people with contrasting energies, merging attitude with elegance.
“Growing up in a boarding school in York, UK, I was drawn to the contrast between discipline and rebellion, which continues to inform my approach to design. ‘Nue-punk elegance’ reflects that tension: raw yet refined, structured but fluid.”
— Simpson Ma, Co-founder of SLJ London
Was it a conscious decision to utilize both traditional craftsmanship techniques and modern 3D technologies? Can you tell us a bit more about the fusion of these processes?
For us, creating unisex jewellery wasn’t a strategy—it was instinctive. We simply wanted to design pieces we’d both wear, without thinking in binaries. Our references—nature, industrial design, architecture—are inherently neutral, which leads the forms to be the same. Each piece holds a balance: a masculine weight paired with soft lines or refined finishes. It’s about emotion and tactility, not labels.
The term “unisex” is quite prevalent in the world of fashion at the moment. How does SLJ bring a new experience and lens to gender-neutral accessories?
For us, creating unisex jewellery wasn’t a strategy—it was instinctive. We simply wanted to design pieces we’d both wear, without thinking in binaries. Our references—nature, industrial design, architecture—are inherently neutral, which leads the forms to be the same.
Each piece holds a balance: a masculine weight paired with soft lines or refined finishes. It’s about emotion and tactility, not labels.
You both studied in London but also have roots in Hong Kong. What have you found to be the biggest differences between the two cities when it comes to creative exploration? What about similarities?
London gives you room to experiment—there’s a deeper design history and a broader acceptance of new ideas, so you don’t need to explain yourself too much. In Hong Kong, there’s still a strong emphasis on commercial success and what appeals to the mainstream, though younger creatives are starting to push back, which is exciting to see.
The pace in both cities is fast, which can be energising but also means designs don’t always get the time to be fully appreciated. There’s constant pressure to keep producing.
Fashion is often used as a form of self-expression. How does this tie into your approach to designs and how jewellery can be a means to expression and identity?
That’s a core part of our ethos. Jewellery sits on your body, close to your skin and speaks without being loud. It’s a subtle but powerful way of expressing identity. What excites us most is seeing how people interpret our pieces—whether their style is bold or minimal, they make it their own. For us, it’s never about chasing trends; it’s about creating something meaningful that connects.
Why was it important for you both to make SLJ a sustainable brand? As part of your daily practice, what does this look like?
We’re not 100% sustainable, but we’re conscious. We use recycled 925 silver wherever possible, from sampling to production. In the studio, we hang what’s called a “jeweller’s bench skin” under each bench—it catches every bit of metal dust and debris so nothing goes to waste. All scrap is collected, melted down, and reused. It’s about building habits that respect the materials and the process.
What are your thoughts on intentional consumption?
We’re fully behind it. With a design background, we believe every product should be well-considered during the creation process—even jewellery, which might seem only decorative. It still has the power to elevate, to tell a story, to hold meaning. As both makers and consumers, we all have a part to play—and when we can make better choices, we should.
What can we expect from SLJ this year?
We’re teaming up with a menswear brand and will be releasing a capsule of soft accessories. We’re excited to expand into new territory. We’ll also be doing another pop-up in Hong Kong later this year, at a new location. There’s more to come—so keep an eye out.
To shop SWEETLIMEJUICE, visit their website for a list of stockists.
