Tell us the company’s history, how you started and how the brand has developed.

A leader in the market for over 30 years, NADRI is well-known for the highest quality fashion jewelry with show-stopping sparkle that is often mistaken for real diamonds.

NADRI was established in 1984 in Korea by our legendary Founder & CEO Young Tae Choi. Growing up as the youngest of six children in a small town in South Korea, Mr. Choi had never even seen jewelry until he visited a history museum on a school trip. He would not soon forget the beautiful and captivating designs that would ultimately lead him to his destiny.

Mr. Choi continued his education by becoming certified as a Second Engineer of an ocean-going vessel. This certificate led him to a job working as an engineer on a vessel where he traveled all over the world for about two years. However, with the request of his father, he discontinued his career as an engineer and returned to Korea to chase his dream of building his own jewelry company.

After working at an international trading company to learn the business of trading, Mr. Choi combined this new skill with his engineering expertise to start his jewelry company, aided by the support and mentorship of his former employer who offered advice and guidance along the way.

What sets your bridal designs apart from others in the industry?

Nadri is known for fashion jewelry that rivals the look of real diamonds. While we do offer a range of fine jewelry basics with natural diamonds, we are best known for our exquisite, finely-crafted cubic zirconia styles that are often mistaken for the real thing. Our fashion jewelry is meticulously made just like fine jewelry to ensure durability, shine, and the show stopping sparkle that Nadri is known for. Because we own our factory, we control every step in the process to ensure that all of our products reflect the unmatched quality that we always strive to perfect.

What is the brand’s proudest achievement?

We are proud of our reputation as the leading fashion jewelry brand in the US market, however our proudest achievement as a brand comes in the form of reviews from our customers. The words and phrases most frequently used in our customer reviews are BEAUTIFUL, SPARKLE, EXQUISITE, LOOKS LIKE THE REAL THING, I GET COMPLIMENTS WHEN I WEAR IT. We are proud to be known for our quality and unforgettable sparkle.

In 2023 Nadri was also proud to receive the Design Excellence Award in the fashion jewelry category by the Accessories Council. The Design Excellence Awards highlight outstanding, new, and innovative products.

Can you share any sustainable practices or initiatives you incorporate into your designs?

The journey towards sustainability is a priority at Nadri. In 2023, we designed a new 100% recycled paper earring card to replace the plastic cards still extensively used by most other fashion jewelry brands. Rollout began in Spring of 2024. We are switching to biodegradable packing materials to replace our existing poly bags and bubble wrap and we continue to explore other ways to reduce our carbon footprint.

Can you tell us three interesting facts about the brand?

Nadri rivals real diamonds. Our CZ pieces are often mistaken for real diamonds due to the incredible sparkle of the stones. We polish all metal surfaces, even behind and in between stones, to eliminate any roughness and ensure maximum reflectivity to increase the sparkle. Our settings are designed to allow maximum light to shine through the stones for added brightness. We are a fully vertical brand, from start to finish. We control every step in bringing our products to market from the initial design concept to production since we own our factory. Our internal team also manages all sales, marketing, logistics, and even shipping. Nothing is outsourced. Our founder story is unique. Many jewelry brands are founded by a jewelry designer, but our founder is so much more than that. A visionary, engineer, and creator who never stops pushing Nadri forward to be even better than before.

What inspired your latest collection, and how do you stay current with bridal fashion trends?

When designing our bridal collections, we are continually inspired by the different types of brides and how they bring their own personal style and vibe to their special day. Our aim is to introduce a range of beautiful styles across different design pillars and motifs to ensure that our customers have a wealth of options to choose from. From the romantic, bohemian bride, to the traditional or classic bride, to the bride who prefers something more modern or minimalist, we want to help them find that perfect finishing touch for the big day.

Describe your latest collection in three words.

Sparkling, Sophisticated, Elevated

Can you describe the creative process, from initial concept through to final product?

Our incredible design team pays close attention to what is trending in the market, on the runway, and beyond for inspiration. While researching upcoming trends is critical to our creative process, we also look back to what has worked historically, making sure that our product is both relevant and timeless. But our design process is also about function – it’s our brand DNA. Our design team draws a detailed technical for every item, then examines CAD models provided by our factory. From there the design team and factory work back and forth until every detail of the design vision is refined – the look but also size, weight, connections, stone settings, and movement. We want our product to feel as good as it looks, and the foundation is in the design. We know from our customer’s comments that the care we take shines through!

What design trends have emerged from the collection?

Our collections cover a wide range of looks from distinctive art-deco to feminine and flirty styles.

Our Gwen collection appeals to those who prefer a glamorous look. These pieces use geometric deco inspired forms including a unique baguette link motif as well as stunning trillion cut stones forming unique patterns that shimmer in the light.

Our new Midsommer collection takes inspiration from Swedish Midsommer celebrations where flower crowns and whimsical adornments steal the show. Romantic floral motifs continue to be a favorite among Nadri brides. A standout style in our Midsommer collection is a convertible and adjustable leaf collar necklace that can also be worn as a headpiece.

Special care is always given to stone selection and many of our collections feature our own special-cut stones. Different types of settings are used to accentuate the specially cut stones and ensure maximum sparkle.

Is there a single piece which embodies the vision of the whole collection? Can you tell us more about it?

Our OVER THE TOP GLAM CZ COLLAR NECKLACE is a show-stopping piece that fully embodies Nadri’s brand DNA. Our design team worked closely with our factory to carefully engineer the sophisticated mesh look of this bold collar necklace. It is a masterpiece with the intricate construction of multiple connections that allows ultra-flexibility to follow the curves of the neck perfectly. A detailed pattern of more than 115 carats of round, oval and pear-shaped cubic zirconia stones deliver outstanding sparkle that is worthy of the red carpet.

Why is Bridal Week so important to you?

Nadri appeals to everyone who loves beautiful jewelry but is specifically known as the go-to jewelry brand for Brides & Bridal Parties, chosen again and again with glowing reviews. We’ve dominated the US market and it’s only natural for the brand to organically grow into new territories. We are thrilled to be making our UK debut at Bridal Week Harrogate. We can’t wait to introduce our beautiful products to your bridal buyers and we just know their brides will be thrilled to find the perfect pieces for their big day.

What does the future hold for you? Do you have any exciting upcoming plans you can share with us?

Nadri is excited to continue the expansion of our direct-to-consumer presence with a focus on bridal market growth. We are launching in the Travel Retail market and will be expanding our international presence.

What is your stand number?

Visit us at stand C4 or email wholesale@nadri.com

To view the NADRI collections and claim your free pass for Europe’s first bridal buying event of the year, register by clicking here.