Nadri × Press Hook

Chapter 01 — Where they started

Where Nadri started

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 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.

Chapter 02 — What changed

What changed