As part of Jessica’s women entrepreneurship story series, Eleanor Yeh, founder and creative director of Etra Fine Jewellery, opens up about redefining luxury through heritage remodeling and sustainable design.
Stored away inside high-security bank vaults across Hong Kong lie countless inherited jewels—untouched, sentimental pieces locked away because they no longer fit modern lifestyles. Through her atelier, Eleanor Yeh transforms these forgotten heirlooms into contemporary, personal designs.
“Jewellery’s different, because it’s against our body,” Eleanor explains, highlighting the unique physical intimacy of adornment that warms through wear and moves in rhythm with daily life.
With an eclectic background spanning Taiwan, two decades in the UK, and a decade in Tokyo, Eleanor brings a global perspective shaped by classic British structures and the Japanese philosophy of wabi-sabi. Backed by a background in finance, a degree in Asian art history from SOAS, and her status as a GIA Graduate Gemmologist, she earned the global 2024 Gianmaria Buccellati Foundation Award for Excellence in Jewellery Design.
At the heart of Etra is a rejection of fast fashion in favor of “meaningful ownership.” Using a circular process, she disassembles old heirlooms, sends gold to artisan refiners to be credited toward fresh designs, and resets gemstones so clients can wear their history daily. “We’re keeping the memory alive,” Eleanor says, “And if she passes it on to her daughter, that memory continues perpetually.”
Operating on trust and deep conversations about a client’s lifestyle, Eleanor ensures every commission — from everyday corporate pieces to engagement rings for athletes — is built with tomorrow in mind. For her, true luxury is no longer about price tags, but environmental care and personal connection. “When their faces light up,” she smiles, “that’s my job done.”
