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Inspiring Conversations with Samantha Siu

Today we’d like to introduce you to Samantha Siu.

Hi Samantha, please kick things off for us with an introduction to yourself and your story.
My senior year of high school, I sat through a presentation in church about orphaned children in China living in a Shaolin martial arts school. Then something drew me to ask my father and my aunt in the car to attend. My aunt Amy gracefully saids, “You want to go Samantha? I will sponsor your trip.” That opportunity forever changed my life. That moment leads me to find my passion. My passion leads to find The Phoenix International Foundation, a nonprofit, and Samantha Siu New York, a luxury jewelry company. Now, both of these entities are spearheading great causes while being in the forefront of their respective fields.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
In the beginning, there was a good amount of trial and error. But rarely did I question or was uncertain of the importance of my mission. That’s the thing about finding your passion, it no longer feels like work; it’s pleasurable and gratifying even when it’s challenging. They are no longer struggles but opportunities to learn and gain experience for something greater. Finding the right collaborators and creating a new niche category in jewelry were at times challenging. But looking back now, all our experiences progressed into insight.

Alright, so let’s switch gears a bit and talk business. What should we know?
Samantha Siu New York and The Phoenix International Foundation was founded to combine my passion and my skill set to good use. I was raised by a jewelry family and can now say that my insight into how I see the fine goods differ from the average. We make meticulously made jewelry that focuses on creating sustainability through creative design. All of our jewelry can be worn more than one way and a percentage of the net profit support nonprofits that fight for causes close to my heart. The jewelry line itself takes you to different places around the world and pays homage to those destinations. With that same beat, The Phoenix International Foundation was created to fulfill my passion. We are currently focused on gaining support for our pilot education program in Cambodia. We are spearheading a new enhanced Science curriculum for developing countries that focus on bringing 21st-century skill sets and character building by pairing lesson plans with hands on activities. We also provide medical pop up clinics and support partnering nonprofits, such as Save Elephant Foundation & The Neon Lights museum in Las Vegas every chance we get. Any support or interest is gladly accepted.

How do you think about luck?
I personally do not believe in luck but I believe in pre-destined blessings. I believe in God and that everything happens for a reason. That being said, it isn’t lost on me the privilege I have. One of them being that I was born and raised in the United States has given me world-opening opportunities most don’t have. But what we do with that privilege is a personal choice and how we model our businesses is another.


  • Earrings start from 600
  • Necklaces start from 1200

Contact Info:

Image Credits:

Image with Joshua is by @amcrommett, Amanda Crommett Image with Ellie is by / Oda Eide

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