An Idea - 2023
Meet Ciel
Hey, I am Ciel, the founder of YIJIU.
In 2023, I was finishing a Psychology degree at university. It was another item on the list of things in life that I had convinced myself to like and be good at. From 2020 to 2023, a series of things happening in the world made me realise how valuable life truly is. I had worked a few internships, but I never felt like I belonged. Upon graduation, I secured a job offer in finance, but I started to debate if that life is for me.
I couldn’t sleep every night, thinking, what if I gave myself a chance to do something I genuinely like? Something clicked inside me.
I’ve always been someone who enjoys creating, directing, leading — always on the move. So I had an idea.
To start a brand.
The Begining
A Brand Called "YIJIU"
“YIJIU” means “like the old ways” in Chinese. It has a cute catch when you say it, and it carries important meaning in reflecting my Chinese heritage and young womenhood memories.
As a teenager, my mum often took me to the salon. Those were my first memories of nails and of being a girl. After moving to the UK, I saw my mum less, and as she slowly disappeared from my daily life, so did the joy of doing my nails. Responsibilities piled up. I stopped going to the salon. Life felt its realest.
I felt like I was losing parts of my girlhood that my mum had nurtured and protected.
In 2023, I started doing my own nails to bring myself back. That’s when I discovered press-on nails. By 2023, the market was already highly competitive with a low barrier to entry. So I soon realised the space was filled with mass-produced, machine-made thin plastics, or cheap labour that didn’t meet my standards of quality, taste, and style.
Press-ons brought back memories that once felt lost. So I decided to make my own—and most importantly, to make them differently. Existing products embraced neither naturalness nor creativity. Ours would embrace both.
Early Production
Independent Artists
From 2023 to 2025, I chose to work only with independent nail artists who had the skills but no channel to sell their work. They produced in their own time, from home, as they were geographically spread out in China and each had their own lives and responsibilities. I offered competitive pay for small batches —almost triple the general market rate per set.
However, reality can challenge you in unexpected ways. Working with independent artists meant that production depended on individual life circumstances. Our beloved artists were students, mums, corporate workers—priorities shifted. Many couldn’t stay long-term, and constantly hiring new artists made quality control difficult as we grew.
We still run in small batches, but we needed to expand ways.
Production Now
Our Factory And Artists
In 2025, I met a girl from a factory in Guangzhou, China. She was professional, hardworking, and full of dreams—someone who truly understood our values. After visiting the factory and her office, I decided to collaborate with them alongside the independent artists we were able to keep.
The factory introduced us to new artists who are equally talented. They earn more than double the local minimum wage, have consistent working hours with a 1.5-hour lunch break, and receive commission on every set produced.
Having a professional factory behind us allows for more consistent quality testing and control —something essential as YIJIU grows.
Today, we still run small batches for every drop. Every nail set you receive is still thoughtfully designed by us, 100% handmade by skilled and well-supported artists, and carefully tested before it reaches you—sturdy, with love.
Nearly 3 years later
You, Part Of Us
Today, YIJIU remains a growing small business. In under three years, we have grown to 300k+ followers across social platforms, and I have reached many milestones in my own career journey through YIJIU.
We hold the same value—creating items of quality and taste that remind you to care for your womanhood, encouraging you to prioritise yourself. This mission feels more real to me every year.
YIJIU and you are inseparable. We have held two pop-up shops in London where I met some of you. You—and the women who love YIJIU—are full of life and ambition, and you encourage me to keep going further.
You will see us continue to explore, grow, and experiment—editing expressions of womanhood in the form of the most beautiful, sturdy, natural, or fun press-on nails.
YIJIU’s mission is to redefine press-on nails through beautiful, natural, and expressive designs that honour quality, taste, and womanhood—empowering women to feel confident, connected, and able to prioritise themselves.
Today, we produce our products in small batches. Every nail set you receive is thoughtfully designed by us in colour and style, 100% handmade by skilled and well-supported artists, and carefully tested before it reaches you—sturdy, beautiful, and made with love.
Led by Ciel, YIJIU is a small team supported by professional production team, creators and artists, friends, and industry professionals. Thank you for supporting a growing small business.
Follow our journey
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