Behind the brand

Hi I'm Min, founder and designer behind YOBI. I love coffee, pink, summer and spicy food.

At the Bunjil Place Christmas Makers Market in 2019

 

From an earring minimalist to a maximalist

It all began in 2018 when I discovered the world of handmade earrings. To be honest, I was never an earring person. I would wear the same simple studs every single day, and never took them off. They were just there to make sure my ear holes did not close up. But after I bought my first pair of navy coloured handmade earrings (I chose them specifically to match the navy flowers on a dress I wore to a friend's wedding), I started to see earrings more as a definitive accessory to an outfit.

 

The spark

My collection then grew and I started to own earrings of different styles, and soon found myself with a problem. My first metal earring rack only held hook and hoops. I searched around for an earring holder that could hold all sorts of earrings but to no avail. I really wanted an adjustable earring holder that could grow with me as my collection grows and changes. Finding none on the market, I started designing my own. Today, my iconic Adjustable Earring Stand is available in 3 sizes. 

At our product shoot in 2023 featuring the Adjustable Earring Stand in Grande+ because you guys kept asking for a bigger earring stand. So we made it as big as we could.

 

Minimalist touches

In life, I am drawn to muted tones and love a monochrome look, and this is naturally reflected in my designs for YOBI. I take a barely there approach when designing my products so they are easy on the eye.

The future

While I still make the majority of the earring holders from my Melbourne-based studio, I have since worked with a range of other materials that could only be created with the help of professional artisans. Looking into the future, I want to continue to create products that will help simplify your life.

 

Some frequently asked questions...

Q. Why the name YOBI?

It's actually the first syllable of both my parents' names combined.

Q. Where are you based?

YOBI is based in the coffee-loving Melbourne, Australia.

Q. Do you have a team?

I started YOBI on my own in 2018 and have unofficially recruited my husband Doug to manage the warehouse after we got married in 2020. We now also have an almost 5 year old daughter who keeps us entertained.