Intersection of Art and Craft: The Story Behind Catherine Siu and “As One; We Craft”

— A reflection on the jewellery artist-designer behind PICS Fine Jewellery

Is Catherine Siu a designer? An artist? Or something in between?

For those who know her work through PICS Fine Jewellery, the answer isn’t simple — nor is it meant to be. Catherine’s creations live at the intersection of precision and poetry, discipline and disruption. Each piece reveals not just an extraordinary gem, but a deeper question. A thought. A story waiting to be shared.

And nowhere is that dual identity more vividly expressed than in her signature jewellery-making initiative: As One; We Craft.

The Artist Who Feels, the Designer Who Builds

Most people think of designers as problem-solvers — professionals who refine aesthetics and execute visions. Artists, on the other hand, are question-askers. They challenge norms, chase emotion, express their own truths, and often leave things open-ended.

Catherine is both.

With around 15 years in the jewellery industry — from marketing to e-commerce to the auction world — she could easily design within the safety of convention. But instead, she chose a path that’s more challenging: creating handmade jewellery that reveals what’s often hidden. Her work doesn’t chase trends. It creates with meaning.

When Catherine first started learning jewellery-making, many told her it was a dying art, not worth investing time and effort in, since most jewellery production had shifted to factories in China. However, her perspective was completely different.

“It was never an art if it was created merely for business,” says Catherine.

At PICS, that belief translates into one-of-a-kind pieces that honour the natural character of each gemstone while telling stories about identity, connection, and the beauty beneath the surface.

As One; We Craft — An Artist’s Vision of Shared Dreams Through Creativity

PICS Fine Jewellery is more than exquisite gemstones and intricate craftsmanship — it is the living expression of founder Catherine Siu’s belief that beauty is most powerful when shared and embraced with inclusivity.

First launched in August 2024, As One; We Craft brought together over 50 participants from diverse social classes and backgrounds — from CXOs to children, from seasoned professionals to curious young adults — to collectively transform a single piece of 18K yellow gold into two unique creations.

This bold yet simple concept encouraged each participant to shape the gold without knowing how others might alter or add to their work. The process symbolized social equity and diversity: regardless of background or status, everyone’s contribution could be reshaped by those who followed. Participants were invited to embrace humility, let go of ego, and welcome others’ ideas and changes.

Early contributors sometimes saw their designs reshaped by later hands, while those who joined later worked within the existing forms, representing how true collective creativity is built on inclusion, adaptability, and shared respect.

The result? Two finished creations carrying the fingerprints of many, yet still bearing Catherine’s unmistakable sensibility.

The success of the inaugural edition proved this was more than an experiment — it was the start of a tradition. As One; We Craft is now an annual event, with the second edition held in May 2025, continuing the conversation on collaboration, humility, and the beauty of shared creativity.

Why This Matters in the World of Fine Jewellery

In today’s luxury market, perfection is often the ultimate goal. But Catherine believes the true soul of jewellery lies not in flawlessness, but in how it represents an individual. She sees beauty as something often hidden beneath the surface — in stories, in invisible connections, in the purpose behind creation.

As One; We Craft invites people to step into that process — not just to see how fine jewellery is made, but to understand why it’s made the way it is at PICS.

For Catherine, jewellery is never just something to wear.

It’s a statement. An expression. A memory. A connection. Something to carry.

Discover the Collective Creations

From the inaugural As One; We Craft in August 2024, more than 50 participants transformed a single piece of 18K yellow gold into two meaningful creations — the Heart Bracelet, set with unique gemstones and a hammered reverse symbolising life’s perfect imperfection, and the Leaf Bracelet, featuring vibrant gems on one side and delicate leaf engravings on the other. Both embody the spirit of collaboration, adaptability, and shared artistry, with a portion of proceeds donated to charities chosen by participants.

Following its success, the event became an annual tradition, with the second edition held in May 2025. This latest gathering brought together new hands, fresh perspectives, and welcomed jewellery industry professionals for the first time—all while continuing the same creative spirit and collaborative process. These new creations, born from the collective hands of over 40 participants, are now available online. Each piece carries the mark of shared effort and evolving ideas, offering a rare opportunity to own jewellery that tells the story of unity, inclusion, and creativity.

[→ See the Creations Here]

[→ Explore the As One; We Craft Event Gallery]

[→ Discover PICS's Fine Jewellery Collections]