Từ Anh Thoại and a group of young makers with a passion for handcrafted jewelry and the traditional craft of goldsmithing founded Cuội in June 2020.

Cuội does not follow trends. Instead, we choose to preserve and reinterpret traditional cultural values through the ‘language’ of jewelry. We are unafraid to experiment with different metals, 3D modeling technology, and cold-working techniques. Cuội creates keepsakes for those who truly understand the idea of ‘carrying meaning that belongs to you,’ rather than seeing jewelry simply as a material object.