OUR STORY

YSUFIELDMA LLC, operating under the brand name Simi Design, was founded by YAN XU out of a lifelong passion for jewellery and the emotional power gemstones carry. Based at 120 E Main Street APT 121, Lexington, KY 40507, United States, the company is dedicated to offering high-quality, hand-selected semi-precious gemstone jewellery that is both beautiful and accessible.

Inspired by her early fascination with colourful gemstones and her experience working with fine diamond jewellery in Lexington, YAN XU envisioned a brand that could bring joy and meaning without the exclusivity of high-end pricing. This vision became Simi Design — a brand built on the belief that everyone deserves to own a piece of jewellery that speaks to their story.

At Simi Design, we carefully select each piece to reflect a balance of quality, affordability, and emotional resonance. We believe that jewellery should not just be worn — it should be cherished. That’s why we keep our margins low and our standards high, making our collections attainable for more people.

Whether you're celebrating a milestone or simply want something that makes you smile, Simi Design offers gemstone jewellery that brings joy, peace, and meaning into everyday life. We are committed to personal service and thoughtful design, and we invite you to explore our collections and connect with us.

To learn more or get in touch, email us at [email protected] — we’d love to hear from you and help you find that special piece that marks your moment.