Stories and anecdotes have the ability to move us from deep within, and stories make our lives rich with meaning. Connecting words and weaving sentences with eloquence are the prerequisites to such stories and here at Choo Yilin, every story that has been written is only possible with the magic crafted by our content wordsmith, Deanna.
Cool. Calm. Eloquent.
Deanna is always on her toes. Between meetings, overseeing photoshoots and writing, she successfully manages to keep herself composed and poised — undoubtedly making her a colleague held dear by all of us!
Today, we pull her out for a quick break from her usually bustling schedule to talk about what it is like on the daily as a Social Media Architect and Community Manager.
How would your friends describe you? I am an old soul, which is funny because I do social media and digital work! I have a soft spot for everything old-school and vintage. In my room alone, there are film cameras, a typewriter, vinyl records, vintage books and pottery. I enjoying listening to some old school 80's rock as well - something I attribute to spending way too much time with my father!
I cannot live without... Travelling! My friends have told me that I can't seem to stay in one place for long and it's true. I always seem to need that breath of fresh air and change in environment. This love for travelling and unraveling the world through new lenses was something that was inculcated in me since childhood. Now, I love new experiences and the process that goes into understanding and learning a whole new culture — their history, architecture and the food.
I find daily inspiration in... The little things. It sounds cliche, but I always try to remind myself to never lose my sense of wonder in the little everyday things that may otherwise seem insignificant or redundant. I want to always look at the world, wide-eyed, to find something beautiful in everything and everyone.
If I could travel anywhere right now, I choose... Mongolia - it has such a beautiful culture and rich history. It has always been my dream to go on a horseback riding trek across the Mongolian steppe plains (one week - minimum!) and camp under the stars!
Life at Choo Yilin
A day in the life of the Social Media Architect starts with... a scroll through all our social media platforms to keep track of our mentions, ensuring that the messages are being answered, and that all our supporting applications are working fine. During peak campaign season, I'm often out and about - meeting and talking to different people which keeps my job exciting and fresh!
Name one app you can't live without on the job! It has to be Instagram. Our Instagram platform is especially dear to me as it is something that I've really worked on to grow and engage the community. It's practically my baby! And so, every little milestone on that platform is a little victory dance for me. I've also had the opportunity to meet and work with some of the most amazing people through this platform.
The values of Choo Yilin that I want to inspire in the community that follows the brand are... Love and Strength. These values are oftentimes considered very 'outward' values but I've grown to see the importance of turning them inwards. I'd love if the everyone fosters a sense of love and strength to themselves and their own little personal achievements. I think in this day and age, when we're so engrossed in being output driven, we forget to pamper and give ourselves the little pat on the back for a job well done!
What I hope for Choo Yilin is... to establish ourselves as the go-to brand when you want a piece of jewellery that serves a bigger purpose than simply looking beautiful. I hope that the symbolisms and amazing stories embedded in our pieces can one day hold as much weight as the aesthetic value of our jewellery. So far, I think we have successfully perfected the balancing act for jewellery that's exquisite and visually stunning — yet, rich in significance and meaning!