Jewelry has always been more than simple adornment. It has the ability to transform an outfit, boost confidence, and express individuality without words. In today’s fashion landscape, consumers are increasingly drawn to timeless designs that balance beauty with function, pieces they can wear effortlessly from work to weekend. This shift has paved the way for brands that create jewelry built to last while telling a story. Among them is Addicted to Attention (AA Retail), a Singapore-based label founded in 2020 by Xinyi Zheng, who set out to redefine modern jewelry with classic gold pieces made for everyday empowerment.
A Name with Meaning and Playfulness.
The name Addicted to Attention reflects both a playful spirit and a deeper brand philosophy. Xinyi created the label after realizing her love for jewelry was so consuming it almost felt like an addiction. Rather than shy away from that feeling, she embraced it, choosing a name that celebrates the joy of being seen and the confidence that comes with it.
To Xinyi, attention is not about vanity. Instead, it is about confidence, self-expression, and celebrating the beauty of being present. With AA as both a lighthearted acronym and a bold statement, the brand encourages wearers to shine unapologetically.
Timeless Jewelry with Everyday Practicality.
Addicted to Attention offers a full range of jewelry — necklaces, earrings, rings, and bracelets — with a consistent focus on designs that are both classic and versatile. Each piece is created to be worn daily, elevating the ordinary while remaining elegant enough for special occasions. Unlike overly ornate designs or overly minimal styles, Xinyi’s collections find a balance that feels timeless without losing personality.
Durability is another defining feature. Most pieces are waterproof, a thoughtful detail that reflects modern lifestyles. Gold remains central to the collections, as Xinyi believes it enhances natural skin tones, particularly within the Asian region. This commitment to beauty and practicality allows the brand to stand out in a crowded industry.
Building Confidence Through Community.
At the heart of Addicted to Attention is a mission to empower. The brand is designed for individuals who embrace attention and seek to turn everyday moments into something special. For Xinyi, her jewelry speaks to women who are bold, confident, and unafraid of making their presence known. Each piece is more than an accessory; it is a subtle tool of self-expression.
Of course, establishing the brand came with challenges. The jewelry industry is crowded, but Xinyi found her voice by positioning her pieces as classic yet bold. Through creative styling, storytelling, and a focus on confidence, she has built a community of wearers who resonate with the brand’s vision of shining without apology.
Looking Ahead with Purpose.
Sustainability is another value close to the brand’s heart. Packaging is designed to be reusable and eco-friendly, while the jewelry itself is made to last. By encouraging customers to invest in quality pieces rather than fast-changing trends, Addicted to Attention promotes mindful consumption alongside beauty.
Looking forward, the brand’s focus remains on creating versatile gold collections perfect for daily wear. For Xinyi, the future is about staying true to her original vision — jewelry that elevates style, lasts beyond seasons, and empowers people to step into their day with confidence. Addicted to Attention is not just about jewelry; it is about celebrating presence, individuality, and strength.
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