Fine Capsul Jewelry—Personalized Jewelry with Sustainability & Tech
Ok, fellas, husbands, etc., Mother’s Day is fast approaching, and we need OPTIONS! As technology continues to develop, nearly every industry is getting a glow-up, including jewelry. It used to be difficult to find customized pieces that worked with everything—or even just one special outfit. Of course, as tech advances, it’s integral to pay attention to sustainability efforts. Luckily, Capsul Jewelry is on the (jewelry) case. The brand is pioneering a modern, ethical alternative in a space long dominated by tradition and male leadership.
With Capsul, customers can choose from options like a custom name necklace, a custom logo necklace, and a locket necklace with a picture. Ultimately, inclusivity and personalization are quite literally the name of the game, and Capsul Jewelry is poised to do just that under the leadership of its founder, Tina Cheng.
Given her background in engineering and startups, Cheng has a unique and well-rounded experience. Her long and varied resumé is just what the industry needs to fulfill her mission of building a future where jewelry is not only beautiful and meaningful but also ethical and truly personal. Ultimately, Cheng is all about celebrating self-expression and lasting memories.
Inclusivity in the Custom Jewelry Industry
Given that jewelry is often targeted toward women, there’s no reason, in 2025, that it should be a male-dominated industry. When Cheng discovered that 90% of ownership and manufacturing leadership is controlled by men, she wanted to change that narrative for herself and the industry as a whole.
Cheng explained, “I wanted to create a brand that not only prioritized sustainability but also empowered women in an industry that traditionally hasn’t reflected their voices.” As a result, Cheng founded Capsul to “create pieces that reflect life’s most important moments while driving positive change in an industry overdue for innovation.”
Capsul Does Personalized Jewelry Differently
First and foremost, Cheng is deeply committed to sustainable and ethical manufacturing. Though the jewelry industry is plagued by fast fashion that uses toxic materials and employs harmful practices, Cheng wasn’t interested in contributing to that problem. Instead, Capsul offers customers a cleaner, safer, and more conscious way to wear fine jewelry. And really, who hasn’t had supposedly quality jewelry turn their finger green? Cheng wanted to eliminate that frustrating problem.
While Cheng’s background may not immediately seem like an asset for a jewelry brand, that mashup of experience is precisely what allows Capsul to stand out against the competition.
Not only does her background help streamline the custom jewelry process, but she’s also making personalization more accessible, efficient, and modern. Gone are the traditional and antiquated practices that have plagued the jewelry industry for decades. Backers see the merit of Cheng’s approach, as Capsul is venture-backed by some of the most well-known investors, including renowned angel investor Jason Calacanis.
Custom Jewelry That Defied the Odds During a Crisis
Like many companies, Capsul wasn’t unaffected by the pandemic; the biggest challenge was supply chain struggles. Mandatory factory shutdowns in Los Angeles significantly halted Capsul’s production. However, the company rallied by diversifying its manufacturing partners to Rhode Island.
Those transparent practices helped improve customer communication regarding delays and gained their trust during a tumultuous time. As a result, customers were willing to wait 6–8 weeks for their pieces. That alone shows how meaningful Capsul’s jewelry is to those who proudly wear it. Between personalization, sustainability, communication, and embracing technology, Capsul has positioned itself as a trusted and coveted jewelry brand.
*Images sourced from Capsul Jewelry
