OOAK is an all-round platform around the idea ‘style in jewelry’. OOAK was founded in 2012 by Alice Xu as a place to share her love for fashion jewelry and design. As the first multi-brand store in China specializing in jewelry from designers, OOAK, that stands for 'One of a kind', searches the globe and brings together a hand-picked selection from both established and emerging designers. Over the years, OOAK has gained its reputation of ‘best jewelry’ in China.

Earlier in 2017, OOAK embarked on a new journey with its in-house synonymous jewelry line, which took OOAK into a brand new chapter.