Éclat by Oui's 8th Anniversary
A letter from our founder, Ethel.
To the woman who has grown with us. On our 8th Anniversary, we celebrate you and the journey we’ve been on together.
It started as a whisper of pink
I still remember the first pink stone we launched. It was the Annabelle Ring (in pink) in 2017, and the hue was barely there — a soft pink, almost shy. A delicate whisper for a woman just beginning to choose herself. Back then, that light pink felt right.
Gentle. Hopeful. Feminine.
That piece sold out faster than we imagined. And over the years, we would always get requests from you to bring it back. Today, it returns, but not as it was.
It’s not just pink. It’s everything we’ve been through.
This time, the pink is deeper. Warmer. Like a blush earned from experience. It’s the colour of boldness and softness, of vulnerability that isn’t afraid to be seen. Because just like you, we’ve changed too.
In the beginning, we saw femininity the way the world often does: as something delicate, polished, a little bit perfect.
But you showed us otherwise. You taught us that femininity isn’t just gentle — it’s resilient. It’s the strength to start over, the courage to walk away, the grace to keep choosing to love even when it’s hard. You made us redefine what it means to sparkle and shine.
We’ve spent the last eight years growing as a brand and as a community. We’ve weathered seasons. We’ve outgrown old definitions. We’ve made mistakes, found clarity, and kept creating for the woman who never stopped moving forward.
This collection is for her. For you.
To all of you who’ve stayed with us, thank you. For believing in Éclat when we were still finding our voice. For returning, year after year, to choose something beautiful for yourself.
This is pink, reimagined.
Stronger. Deeper. Still you.
With all my love,
Ethel Neo
Founder, Éclat by Oui
Our 8th Anniversary Collection is available online and in-store now.