ZERO Degrees, a homegrown brand from Sarawak, is carving out a niche in the ever-evolving world of urban and hip-hop fashion, leaving an indelible mark in the jewellery industry.
At the helm of this groundbreaking venture is Jeffery Chong, also known as Jeff, a 27-year-old native of Kuching. Jeff’s passion for fashion, intertwined with pop and urban culture, has been an integral part of his identity since childhood.
“Fashion has always been in my blood,” Jeff shared. “My father, a skilled tailor, inspired me from a young age. I knew I wanted to pursue a career in fashion. In response to the challenges posed by the COVID-19 pandemic, I founded Zero Degrees towards the end of 2020.”
Before venturing into the realm of ready-to-wear and customized jewellery, Jeff’s entrepreneurial journey began with the reselling of streetwear and highly sought-after products.
“While studying fashion and business in New York, I initially started with streetwear reselling. I was among the pioneers who introduced these products to Kuching,” Jeff recounted.
“With an array of options available, including iced-out streetwear jewellery, we differentiate ourselves through our diverse and unique product selections. This distinctiveness sets us apart,” he emphasised.
Zero Degrees aspires to expand its influence, not only among Sarawakians but also Malaysians and individuals worldwide.
The brand is committed to making a lasting impact on the global stage, captivating fashion enthusiasts far and wide.
From ready to wear products to customisation
Zero Degrees, an urban and hip-hop jewellery brand, stands out with its extensive collection of ready-to-wear products, including necklaces, rings, bracelets, and earrings. In line with our commitment to affordability, our prices start as low as RM99 for a pair of earrings.
However, what truly distinguishes Zero Degrees from other traditional brands is our expertise in crafting custom pieces. We have gained popularity for our ability to create bespoke designs ranging from engagement rings and wedding bands to extravagant chains and teeth grills for rappers, as mentioned by Jeff.
At Zero Degrees, we pride ourselves on fostering open communication and collaboration with our clients. We go beyond mere execution and actively engage with our customers, offering fresh ideas and concepts to enhance their designs. We firmly believe in unbounded creativity, without any restrictions or limitations. As Jeff stated, “Anything that the clients can imagine, and they can show us a picture or design of it, we can make it for them.”
Moreover, Zero Degrees understands that individual budgetary considerations vary greatly. That’s why we are dedicated to accommodating clients from all walks of life, regardless of their financial means. We work with a wide range of budgets for our customisation services, whether it’s RM1,000 or RM100,000. As Jeff reassured, “We can work with whatever budgets that the clients have.”
At Zero Degrees, we strive to be more than just a jewellery brand. We aim to be a creative partner, empowering our clients to express their unique styles and visions through our exceptional craftsmanship and customer-centric approach.
The customisation process
Zero Degrees offers a comprehensive experience for customers when it comes to special requests and customization. According to Jeff, they go beyond traditional handcrafting methods and utilise a 3D design process.
Jeff explained, “If a client approaches a traditional jeweller with a unique request, they may receive a rough design sketch, but visualising the final product accurately can be challenging. However, we take a different approach by providing a 3D design and model with complete measurements and dimensions. We even offer a 3D video of the model, allowing the client to visualize the result.”
He further added, “To address any remaining uncertainties, we can 3D print a prototype, enabling the client to see the jewellery exactly as it will appear before production. I believe it’s this combination of service and skills that truly sets us apart from others.”
Among the popular customisations done by Zero Degrees are engagement rings and wedding bands. Jeff mentioned that couples visiting Zero Degrees usually have a rough idea of what they want after conducting their research.
For couples who are still unsure, Jeff and his team provide advice and suggestions to facilitate the customization process.
“We make it a point to educate couples by providing essential information, including details about materials, gemstones, and budget considerations,” he said.
Understanding that every couple is unique, Zero Degrees offers a wide range of options. Some couples have clear design ideas, while others require more inspiration.
“For those who are less certain, we have curated a Pinterest board with various design ideas. They can browse the board and select a design they like, which serves as a starting point for our custom work. We never copy others’ designs but draw inspiration from them to create something truly unique,” explained Jeff.
Referring to a recent customisation project, Jeff shared an example where a couple wanted a leaf-inspired ring for their third anniversary. The couple found a design on Pinterest, and Zero Degrees worked its magic by curating a leaf ring featuring three petals and stones to symbolise the three years they had been together.
“The customisation process typically takes about a month and a half due to ongoing communication with the client. We understand that clients may not respond immediately, and that’s perfectly fine. We can have the 3D prototype ready within a few days, depending on the client’s readiness. Once everything is confirmed with the clients, production only takes two to three weeks,” Jeff concluded.
Extravagant custom pieces
Zero Degrees boasts an impressive roster of clients, particularly from Malaysia’s thriving hip -hop and urban music scene.
One standout project that exemplifies the exceptional craftsmanship of Zero Degrees is a custom piece created for the renowned rapper, Dato’ Maw.
According to Jeff, this custom piece pushed the boundaries of creativity and showcased Zero Degrees’ dedication to craftsmanship. The centerpiece was a 3D Na Tuk Kong Pendant Character, exclusively tailored for Dato’ Maw. It featured ultra-compact micro pave settings adorned with over 2,000 white and coloured gemstones as small as 0.9mm. The pendant also showcased hand-painted enamel work and different colour plating beneath the coloured stones, amplifying its visual impact.
In another exciting endeavour, Zero Degrees designed a unique set of teeth grills for Cik B, the daughter of the esteemed entrepreneur Datuk Seri Hasmiza Othman, widely known as Datuk Seri Vida. Jeff expressed his enthusiasm for this project, as it was a one-of-a-kind creation that had not been attempted in Malaysia before. The teeth grills were crafted from 18k white gold, adorned with natural diamonds and polished oval-shaped red tourmaline stones, adding a striking pop of colour.
Zero Degrees has also catered to the custom needs of fellow Sarawakians, such as Dabush Kamarudin, the owner of Manokbeast. They designed custom teeth cap grills consisting of a two-toned open frame with an M emblem as a tribute to Manokbeat, alongside a fully iced-out side-by-side upper cap. The lower cap featured a multi-layered design with a silver base layer and an iced-out ‘DK’ initials as the second layer.
Jeff highlighted the affordability and inclusivity of Zero Degrees’ services, stating that while the Cik B project cost approximately RM20,000, the Manokbeast teeth cap grills were created within a budget of around RM1,800. Regardless of the budget, Zero Degrees takes pride in delivering beautiful and meaningful pieces for all its clients.
Of natural and lab-grown diamonds to moissanite
Jeff explained regarding Zero Degrees’ approach to working with a diverse selection of gemstones to accommodate clients’ varying budgets. He emphasised that this is a service that many traditional jewellers often cannot provide.
While diamonds are widely recognized, Jeff mentioned that natural diamonds tend to be expensive. However, Zero Degrees offers alternatives such as lab-grown diamonds and moissanite. For their ready-to-wear products, they utilise cubic zirconia, as it closely resembles the brilliance of diamonds while remaining more affordable. Jeff acknowledged that people frequently confuse natural diamonds, lab-grown diamonds, and moissanite, but there are distinct differences among them.
Jeff clarified the dissimilarity between natural and lab-grown diamonds, explaining that natural diamonds form naturally over thousands of years, while lab-grown diamonds are created within a controlled environment and require several weeks to months to develop. This disparity affects their pricing, with lab-grown diamonds generally being more affordable than natural diamonds.
According to Jeff, individuals often encounter confusion when attempting to identify and differentiate between natural diamonds, lab-grown diamonds, and moissanite. To address this, jewellers like Zero Degrees employ professional-grade diamond testers that are highly accurate and reliable.
He noted that cubic zirconia or Swarovski crystal serves as an excellent diamond alternative since it produces no reaction when tested with a diamond tester. On the other hand, moissanite possesses similar thermal properties to diamonds and may trigger a response on a diamond tester. It is crucial to understand that moissanite is not a diamond.
Jeff shared his advice for clients considering sourcing their diamonds, cautioning them to be vigilant as some sellers may mislead buyers by passing off moissanite as diamonds.
Future undertakings
Jeff expressed his plans for Zero Degrees to spread its wings to Kuala Lumpur by establishing a showroom in the city.
Additionally, he envisions transforming the current shop in Kuching into a showroom within the next five years.
“We also aspire to broaden our horizons to neighboring countries,” Jeff stated. “Currently, we have made progress in Singapore and Brunei, but our goal is to expand further into Japan, Hong Kong, and Taiwan.”
Excited about the potential and opportunity, Jeff looks forward to crafting unique and imaginative pieces for influential individuals in Sarawak and Malaysia. He relishes the prospect of designing bespoke and custom creations for prominent figures.
“I am truly passionate about creating pieces that are museum-worthy,” Jeff emphasised. “I have countless ideas waiting to be brought to life, but I await the right client patiently.”
“It would be a dream come true to have a client who not only appreciates my creativity but also allows me the freedom to explore and experiment without any budget constraints,” he added.
Words of advice for budding entrepreneurs
In his advice for aspiring entrepreneurs, Jeff emphasises the importance of having a genuine passion for the pursuit one chooses.
He suggests starting by asking oneself, “Is this something I truly want to do?” While the answer may not be immediate, it is crucial to embrace the cliché and “just do it.”
Jeff shares his own journey, stating, “Before venturing into the jewelry industry, I was involved in reselling products, which may seem unrelated. However, I embarked on a course with the Gemological Institute of America (GIA), the very institution that coined terms like carat, VS, and VVS.”
He highlights the significance of continuous self-improvement, mentioning that he previously lacked the financial resources for such endeavours. Instead, he turned to the Internet for guidance and found everything he needed to learn readily available. The key, he says, is to have a strong drive and determination to seize growth opportunities.
Notably, Jeff is not only making his mark in the jewelry industry but also in the music industry, where he is known as YungKai.
He will be performing at the upcoming Borneo Sonic Music Festival 2023, alongside renowned artists such as Ning Baizura, Majin, 7Ling, HYO, Fatman Scoop, and many more.
He further emphasises that anyone can achieve their goals with the right mindset and determination, sharing his own experience of acquiring skills in mixing, recording, and directing music videos through the Internet.
For those interested in contacting Zero Degrees, they are located at Boiler Room, Second Floor, Lot 379, Section 5 K.T.L.D Jalan Satok, Jalan Kulas, 93400 Kuching, Sarawak.
To get in touch with Zero Degrees, individuals can visit their website at https://zero-degrees.co/ or find them on Instagram and Facebook.
