Samantha Siu New York is a fine jewelry house that specializes in intricate, reversible back necklaces. Samantha, the president and creative director, worked in her family’s jewelry business and attended the Fashion Institute of Technology in New York City. She took classes in jewelry design while working as a merchandiser. While studying there, she discovered that her interest lay in wax carving. She took a class where she was required to fabricate jewelry casted from her wax design. After Samantha received positive feedback from the class on her final project (a necklace), she realized she had designed something special, and vowed to create a jewelry line off of it when the time was right.

Samantha officially launched her debut jewelry line during the 2019 JCK Jewelry convention. She established Samantha Siu, Inc. with the purpose of creating unique and well-crafted jewelry that spreads good; 10% of the net profit from all of her jewelry goes to nonprofits supporting education, medical outreach, and animal conservation. Her luxury jewelry line, A Love Affair, is inspired by her worldwide travels with her first love.