Buddhism has been in existence since sometime in the fifth century, and has since attracted hundreds of millions of followers (some estimates put that number even closer to a billion).
Just as the religion itself appeals to people from all walks of life, so, too, do Buddhist icons in jewelry. Brands like Buddha Mama have brought such icons to the industry in ways that feel approachable not only by followers of Buddhism but also those interested in the spirituality and enlightenment of its teachings, and jewelry is a powerful medium for that.
Which is why it’s no surprise that Jia Jia’s Happy Buddha collection would be a hit with a range of consumers. “We have a spiritual customer for sure, but we also have a fashion customer that is on the pulse of trends,” says brand founder Jia-Jia Zhu. “Buddhas are quite universal as they symbolize joy and wisdom. The way we designed them I think are really unique with beautiful colorful stones that make a great conversation piece.”
The collection’s name—Happy Buddha—is apt, since its presence really does seem to bring a smile. A rainbow moonstone Buddha on a chain of pearls and blue topaz, a purple jade Buddha on a strand of beaded amethyst, a Buddha in bicolor tourmaline—these pieces and more (many more!) are so wonderfully appealing for followers of Buddhism and lovers of great gemstones alike.
“The Happy Buddha collection was born from my love of Buddhas that I have collected throughout my life. When I see one I love, it would always bring a spark of joy into my day no matter what mood I was in,” Zhu says. “I first made a 50 carat pink tourmaline Buddha for myself as a symbol of joy, wisdom, and abundance when I started my business. Every time I made a Buddha necklace and wore it, someone would purchase it off my neck—what luck! From there, the collection began: I wanted to make Buddhas in a nontraditional way, with nontraditional stones, colors, and shapes. It’s sometimes rare for them to make it onto the website, because they sell before it makes it up.”
In the realm of pop culture, we can’t ignore the third season of HBO’s White Lotus, which just wrapped up; the show, which was set in Thailand this time around, was heavily themed with Buddhism. Given its immense popularity, it wouldn’t be surprising to find a good number of viewers taking an interest in Buddhism (or at least, Buddhist icons). Could such a cultural phenomenon perhaps impact sales of Happy Buddha? “I’m not sure if it is connected to White Lotus but maybe it is—we have definitely seen a surge in demand for our Buddhas,” Zhu says. “My first design was in the $10,000 range, then we started making them in the $24,000 and up range, and now we have recently introduced some pieces in the $800 to $5,000 range. We’ve seen a great response across the board so I’m so happy that there is something for everyone.”
The rest of the Happy Buddha collection—the ones that make it there before being sold, that is—can be seen on Jia Jia’s website.
Top: Happy Buddha necklace in 14k yellow gold with jade, amethyst, and pearl, $3,600; Jia Jia
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