Picking my way through crowds of young and eager shoppers, I finally lay eyes on the shelves and tables lined with Zero Degrees’ merchandise. The savvy Urban and Hip Hop Jewellery designer brand made its first foray into the Brunei market with a pop-up store at The One shopping complex recently.
Founded by music artist yung Kai and his business partner Ian Aw in late 2020, the duo have cemented their spot in the regional jewellery industry with their unique custom designs, like the adorable ‘Thug Life Squirtle’ pendant featuring the loveable Pokémon character. Paired with high-grade ethical gemstones like moissanite and lab-grown diamonds that sparkle more than the skin of a Twilight vampire, it’s easy to see how these unassuming characters have managed to capture such a huge fan based quickly. And judging by the throngs of excited locals trying and purchasing all their favourite pieces during the event, the demand for all things ‘icy’ is just as strong here.