Your Love Story, Your Rules: How Fairina Cheng is Redefining Custom Jewellery
Fairina Cheng is an award-winning Sydney-based jeweller known for creating unconventional, story-driven jewellery for rule-breakers and story-makers. Working with customers across Australia and the world, she challenges industry traditions to craft pieces that are deeply personal and unapologetically unique. Fairina is redefining how couples approach custom jewellery. Her work celebrates individuality, self-expression and the beauty of breaking the rules.
Can you tell our readers about your background?
I am a Sydney designer and maker who creates bold, story-driven jewellery for those who refuse to follow "engagement ring rules." Where big brands push tradition and big, blingy diamonds, I design pieces for rule-breakers and story-makers that celebrate their individuality.
Jewellery design wasn’t part of my life plan. I was working long hours in corporate marketing, and took an evening jewellery class just so I could leave on time one day a week.
I picked up my first jeweller’s saw in a small Sydney workshop and fell in love.
It was then that I decided to pursue jewellery design as a career. I’m not the kind of person to take big risks, so diving head-first into a massive career shift was out of character. It just felt right.
Over the next five years, I gained formal training in jewellery design and manufacture at the Design Centre Enmore. Sitting between the artistic and the commercial, I combine both perspectives to create work that is well-made, with a twist of something special.
What inspired you to start your business?
Growing up, I never really liked jewellery.
The jewellery I saw in shops, and the rules I heard about engagement rings, made me cringe. You know the ones:
That an engagement ring always has to have a diamond
That a bigger stone is always better
That it should cost the proposer (generally assumed to be a man proposing to a woman) three months’ salary
None of it felt right. So I created something different. A Sydney jewellery brand for those who believe in expression, not expectation.
Forget rules and traditions. The most meaningful pieces aren’t the ones that follow a formula, they’re the ones that make your eyes light up and your heart swell when you hear their story.
As a jeweller, I love that I can challenge the expectations of a traditionally male-dominated, consumerist industry. I firmly believe that the future of the jewellery industry is female, eco-conscious and values-driven, and it’s businesses like mine that are leading the charge.
Ultimately, this is what inspired me. Knowing that life is short. Build a business, a life and a love story that excites you. If it doesn’t exist yet, create it.
Where is your business based?
We are based in Sydney and have a private showroom in Rosebery, where I design custom jewellery for customers all over the world. Many of my pieces are shipped across Australia and the world, and almost every piece has a home before it’s even made.
How did you start your business? What were the first steps you took?
After realising that I wanted to be a jeweller, I completed a two-year Jewellery and Object Design qualification at the Design Centre Enmore in Sydney. While continuing my studies with a three-year qualification in Jewellery Manufacture, I launched my own business.
I started small, listing a few pieces on Etsy. This included a geometric, 3D printed design that became one of my core collections for many years. In 2014, it won an Etsy Design Award for Community Choice. This was the first award I had ever won for my business, and it took me to New York to tour Etsy’s Brooklyn headquarters.
I also participated in specialist design markets like Finders Keepers and Etsy-partnered events at David Jones and around Sydney. These experiences helped me grow a small, loyal community of customers who loved my unconventional approach to jewellery.
As my business evolved, I discovered a love for designing custom pieces. Hearing people’s stories and translating them into jewellery felt deeply personal and so rewarding. That’s when I knew I’d found my niche - alternative engagement rings and non-traditional keepsakes in wild and wonderful sapphires, coloured diamonds and rare, hard-to-find gemstones. Over time, I transitioned almost entirely to custom work, creating meaningful, one-of-a-kind engagement rings and heirloom pieces that tell the wearer’s stories.
In March 2017, I took the leap and went full-time. It was one of the most exciting things, challenging and rewarding things I’ve ever done, and I’ve never looked back.
What has been the most effective way of raising awareness for your business?
Storytelling.
Most jewellers talk about carats, clarity and cut. I talk about why my customers choose the designs they do.
Instead of starting with, “what size diamond do you want?” we start with your story. The engagement ring that’s inspired by a first date. The pendant that represents a loved one. The heirloom diamond redesigned for a new generation.
As part of the Fairina Cheng design experience, we promise not to show you rows of generic solitaire diamonds (where one ring looks almost identical to the next). There's no boring talk. No one-size-fits-all approach.
In our consult, we dive into your story. We explore gemstones, sketch ideas and infuse your values to create a piece that's as wild, wonderful and quirky as you are. We bring this vision to life in a way that's easy, fun and stress-free.
And the best part? Within an hour, that jumble of ideas in your head becomes a clearer picture of the one-of-a-kind piece you’ve been dreaming of.
What have been your biggest challenges and how did you overcome them?
Leaving a stable corporate job for a creative career was a significant challenge. The idea of running my own business was exciting, but so incredibly overwhelming that it took me years to take the leap.
I dreamt about going full time for years. I was just holding out for the perfect time. One day I was listening to the audiobook of Tim Ferriss’ 4-Hour Work Week and heard, “Waiting for a good time to quit your job? The stars will never align and the traffic lights of life will never all be green at the same time… Someday is a disease that will take your dreams to the grave with you.”
That got my brain ticking.
Soon after, I was at a focus group for entrepreneurs. In a small group discussion, I said that I dreamt of quitting my job and working in my business full time. One woman said, “Oh no, don’t do that. What if you don’t succeed?” Having someone doubt me was the fuel I needed to commit to becoming a full-time business owner. I submitted my resignation letter within the week!
How do you stay focused?
I’m naturally quite focused because working in my business and creating for my wonderful customers genuinely lights me up. When you love what you do, it’s easy to stay motivated.
Right now, I dedicate two hours a day to deep work, making sure I prioritise the most important, needle-moving tasks in the earlier half of the day. Time blocking has helped me achieve more, without requiring more hours in a day. It’s about working smarter, not just harder.
At the same time, I know there’s only so much one person can do. I’m getting better at leaning on my wonderful team, trusting them to help bring my vision to life and keep the business running smoothly.
How do you differentiate your business from the competition?
I create jewellery for rule-breakers and story-makers - people feel unheard, unrepresented and unserved by the mainstream jewellery industry. While big brands push tradition and the idea that engagement rings must have big, blingy diamonds, I help my customers say no to “engagement ring rules” and design pieces that are truly theirs.
I use ethically-sourced, personality-filled gemstones to craft story-driven pieces for customers around the world. Ultimately, I’m passionate about reshaping the Australian jewellery industry by celebrating what makes each person and their love special - one meaningful ring at a time.
What has been your most effective marketing strategy to grow your business?
Building real relationships.
Meaningful jewellery starts with a shared connection, so I remember most of my customers by name. I take time to understand their stories and I make sure every customer has a design experience that feels supported. I’m fortunate to work with people who, like me, value authenticity, individuality, sustainability and personal stories.
As a result, we’ve collected over 200 reviews on Google, with a 100% five-star rating. I have many customers who feel like friends. I can honestly say they are the best kind of customers!
What's your best piece of advice for aspiring and new entrepreneurs?
Trust the people, trust the process, trust yourself.
Surround yourself with those who believe in your vision. Mentors, peers, your team and customers who get what you’re building.
Learn as you go. I personally needed to encourage myself to take small calculated risks and trust that it would either be a good lesson or a good investment.
Most importantly, trust yourself. No one else has your unique perspective or ideas. There was a period where I outsourced a lot to agencies because I assumed they had the knowledge to do it better. But because I didn’t use my own expertise to guide them, they didn’t deliver results. You know your business best. Trust in your ability.
What's your favorite app, blog and book? Why?
App: Bonjoro – I love being able to send personalised video messages to my customers. It adds a human touch to the custom jewellery experience and helps me show how valued my community is. Automation is everywhere. So it’s all about bringing the “human” back to connection.
Blog: Dancing With Her - It’s a wedding magazine for women in love. I’ve met so many wonderful people through their platform, and it’s amazing to be able to support a space that makes people feel heard and represented in an authentic way.
Book: I don’t tend to read books, but I love listening to podcasts while I make jewellery. Some of my favourites are:
Seize the Yay (Sarah Davidson) – A mix of business, mindset, and personal growth, reminding me that success should feel good, not just look good.
The Profitable Creator (Mya Nichol) – Packed with practical tips on marketing and business, especially for creatives building an online presence.
The Recipe for SEO Success (Kate Toon) – Because running a business isn’t just about creativity. It’s about making sure people can actually find what you create!
Chill & Prosper (Denise Duffield-Thomas) – A refreshing take on wealth and business for entrepreneurs who want to succeed without burnout.
What's your favorite business tool or resource? Why?
I recently rebranded and launched a new website on Shopify, after migrating over from WordPress. I’ve been loving how easy it is to use and how stylish the templates look straight out of the box. Plus, it integrates effortlessly with tools like Klaviyo for email marketing, making it a powerhouse for growing my business while letting me focus on creating beautiful pieces of jewellery.
Who is your business role model? Why?
Sarah Davidson from Matcha Maiden and Seize the Yay. I saw her speak recently and loved her real, not-so-serious approach to business building. She made success feel achievable rather than overwhelming. Seeing her on stage shifted my mindset almost instantly. I went from “I would never consider speaking on stage” to “I could do that”!
That moment made me realise how important representation is. Sometimes, all it takes is seeing someone who feels relatable and authentic to open up new possibilities for yourself.
How do you balance work and life?
I’m still figuring that out! I love working and if I’m not careful, I can find it hard to stop. But I’ve learned that burnout doesn’t lead to creativity. Setting boundaries with myself and others, making time for things outside of work and reminding myself that rest is productive have all been game changers.
What’s your favorite way to decompress?
Spending time with friends and family, whether it’s baking, chatting or just enjoying good company. There’s something about slowing down, sharing a meal and having real, unfiltered conversations that helps me reset and recharge.
What do you have planned for the next six months?
I'm looking forward to launching some fun new collections and refining the custom design process to make it even more special.
I'm also working on launching Storysmith, an AI-powered engagement ring idea generator that's revolutionising how couples approach custom engagement rings. One of the biggest challenges in designing a one-of-a-kind piece is simply knowing where to start. StorySmith takes the overwhelm out of the process by asking thoughtful questions about a couple, then generating personalised ring concepts that reflect their love story.
How can our readers connect with you?
Shoot me a message or DM. My inbox is always open for a chat!
Other than that, you can find our unconventional jewellery for rule breakers and story makers at fairinachengjewellery.com.
Or follow on Instagram at @fairinachengjewellery for the latest jewellery inspiration.
If you need engagement ring ideas, try out Storysmith.
