Inspired by little moments of brightness that can be found in each of every new day, Vancouver’s For the Seconds offers jewelry pieces that will last and last, that can be worn in every setting at an affordable price for the everyday woman (the brand’s bestselling Song Mask Chain is a customizable mask chain and necklace in one!). We chatted with designer Esther Joo about her passion for creating “hassle-free jewelry”—not to mention, meaningful gifts that won’t break the bank. —Vita Daily
Hi Esther! Please tell us a bit about yourself to start.
I’m the founder of For the Seconds. For the Seconds is a quality jewelry brand based right here in Vancouver, and handmade by yours truly. For the Seconds focuses on creating meaningful and affordable, pieces. Our items are made of 14K gold filled (which means tarnish and water resistant!) and sterling silver. They are minimal and timeless in style. I love style and design and when I’m not working on my jewelry, I am watching reruns of Friends or Greys Anatomy.
When and why did you launch your jewelry brand, For the Seconds?
For the Seconds launched in November 2019 and just turned one! The journey really started because there weren’t any quality, minimalist jewelry pieces in the market that I wanted to spend my hard-earned money on. Pieces were either too expensive for my budget, too trendy, heavy (literally) or not up to the quality standard I wanted. For the Seconds pieces are made with a minimal “all about the details” kind of aesthetic. I wanted jewelry that I didn’t have to regularly take off, was not bothersome to wear and went with all my outfits regardless of occasion. Our pieces are dainty, lightweight and created to become staples in your wardrobe.
Any special meaning to the name?
Yes! For the Seconds is inspired by the little moments of every day. We want to highlight the meaning in the small details of your day in hopes of bringing joy and value to your daily life. Whether you’re writing an email, making dinner, picking up the kids from school or grabbing a coffee, there is meaning to be found in these little moments. Especially during this time of COVID, we want you to recognize and treasure the special memories that are being made during even seemingly mundane events. We want you to be wearing our pieces while making those special memories. Our brand motto is “every second is a gift” because it is! I believe names are important in manifesting meaning in our lives. Our jewelry collections are named after friends, family and those who have created special moments in my life, whether they know it or not.
Tell us about the very pandemic-friendly Song Mask Chain!
The Song Mask Chain was inspired by my good friend Sally, aka “Ms. Song,” who is an elementary school teacher in Surrey, B.C. Despite the number of COVID-19 cases rising, teachers had to return to school full time in September. She made sure to wear a mask every day and one day posted a picture on Instagram with a simple “DIY Mask Chain” made out of string and I knew I had to make one for her using my jewelry! That night I created a fun and practical mask chain that was inspired by her bright personality. When she shared the mask chain on social media, I received many requests from her friends and colleagues to make them ones, too—this is when the Song Mask Chain was born! It is currently a Best Seller on Etsy and given that it is gold plated, it is very affordably priced at $10-12 (depending on customization options).
Win! A For The Seconds Jewelry Prize Pack!
Congrats Ranjit P. of Surrey, BC, who will receive a For The Seconds Jewelry Prize Pack including the bestselling RINA necklace + NINA earring set (valued at $86; both 14k gold filled) and a customized mask chain (valued at $12)!