About MOOI MOOI

Where MOOI started

Kiki's grandmother's hands were never empty. There was always a jade bracelet on her left wrist. Through every kitchen, every kopi, every Sunday that was nothing special.

She wasn't keeping it for anyone. It just lived with her.

For years, Kiki's own jewellery did the opposite. It lived in a drawer. Too precious for the kopitiam on a Sunday morning. Too fragile to travel.

That was the gap MOOI was built into.

MOOI is for the women who want jewellery that comes along for the morning. Pieces that do the airport, the night market and the long bus ride, instead of sitting out the day in a velvet box.

The name

Mooi means beautiful in Dutch. Said out loud it is also 妹, the name Kiki's grandmother went by. MOOI MOOI, twice, because it is for her and for you.

How the edit is curated

MOOI does not make jewellery. The pieces come from a small supplier who has been doing this longer than Kiki has been alive, and Kiki chooses what makes the cut. Every piece is made to order and ships in 2 to 4 weeks. Each one arrives at her desk in KL, gets opened by hand, checked under window light, named (Selasih, Indera, Melati) and packed with a care card she wrote.

Everything is named honestly. Moissanite is called moissanite, never diamond. Cubic zirconia is called zirconia. Gold-tone pieces are labelled gold-plated. Sterling silver is 925.

What MOOI is not

It is not an investment piece and it is not an heirloom. Sterling silver tarnishes in Malaysian humidity, plating wears with friction, and the care card tells you how to slow both down: take it off before swimming, hot springs and long soaks, store it sealed and dry, away from the bathroom. It is not occasion-only jewellery either. It is meant for Tuesday.

Sterling silver, some pieces 18K gold-plated. Curated in KL.

The piece on your hand is keeping you company.

Kiki · founder, MOOI MOOI