WWAKE Debuts Millennial Pink Collection

Whether it’s makeup or fashion, much has been written about Millennial Pink. Whether you know it or not, the color, that ranges from a light beige to a peach or salmon hue, has been in our culture since about 2012 and thanks to its intended audience, product is flying off the shelves. Now, it’s fine jewelry’s turn and Brooklyn-based WWAKE and its designer Wing Yau says the range of pink hues she’s debuting in her Millennial Pink collection on her website today, “just feels so right.”

“I’m so excited about this collection,” she says. “Everyone in the office is a millennial including myself, and not only are we not ashamed by the stereotype, we feel really moved by it.”

Known for its airy, delicate sensibility, WWAKE is introducing a total of 44 separate items, including earrings, rings, and necklaces. The designer has also added seven new silhouettes—two new rings, four new earrings, and one new necklace. The colorways—mostly pink sapphires and some opals set in 14k gold—range from bright pink to beach to almost white.

“The pink gradient captures the acts of blushing rather than one color of blush,” Yau explains. “It’s about a movement, about things coming together.”

All stones are ethically sourced and 50 percent of all her stone purchases goes back to the communities in countries where she sources pink sapphires, like Malawi. Her gold is recycled as well.

Aside from the company website, the collection also bows today on Net-A-Porter. Prices range from $200 to $2,700.