Cover Photo: E.K.J Project

Get to know E.K.J Project, the Singapore brand behind the cult phone charms that are loved by Wee Wei Ling, Sonia Chew and more

If you’ve been on Instagram, chances are you’ve seen them: intricate phone straps that are lavishly adorned with glass beads, Austrian crystals and, at the centre, a bright yellow smiley face charm. They often dangle from the iPhones of Singapore’s most stylish celebrities like Sonia Chew, Fiona Xie and Karisa Sukamto, but these Couture Wristlets, as E.K.J Project officially calls them, also count fans like pioneering entrepreneur Wee Wei Ling and her friends.

In the past year, these handcrafted phone accessories have become something of a status symbol—an “if you know, you know” detail that points to its wearer’s affluence and influence in Singapore. But E.K.J Project founder Erlina Katuari had humbler intentions for starting her brand in the midst of the pandemic: she simply wanted to make people happy.

“Our phone is the closest thing to us everyday, and I think having a beautiful and glimmering phone strap dangling from it can make us happy in the most simplest way,” she tells Tatler.

That idea of sharing joy is also captured in E.K.J Project’s signature packaging—iridescent boxes emblazoned with a smiley face and the phrase, “Good Vibes Only”—and the fact that Katuari donates the proceeds from her sales to Rumah Anak Humba, a charity based in Sumba, Indonesia.

Below, Katuari tells us more about how E.K.J Project went from being a passion project to a booming business, and how she’s pushing the artistry of her cult phone straps.

Read more: 7 Secret Singapore Status Symbols That Only the Truly Rich Will Recognise

When did you start E.K.J Project? And what is the meaning behind its name?

Erlina Katuari (EK): I founded the E.K.J Project in January 2021. The name comes from my initials. It began as a project to explore my passion in art, lifestyle, and even baking during the Covid-19 pandemic. At first, I offered the E.K.J Basque Burnt Cheesecakes, Jewel Boxes and Bowls and eventually introduced the Couture Wristlets with our signature iridescent smiley boxes to make people happy with our creations.

Tatler Asia
Tatler Asia
Above A couple of E.K.J Project’s bestselling Couture Wristlets (Photo: E.K.J Project)

What are your designs inspired by?

EK: My designs are inspired by my love for fashion, jewels and home decor. I believe art can be expressed in many different forms. This project lets me explore and create beautiful creations from the simplest things around us everyday. I actually hand draw every creation, including our iridescent smiley packaging, with my daughter’s pencil and paper. 

What type of beads and charms do you use in your designs?

EK: I source all my beads from all over the world. We use the finest crystals from Austria, handblown glass beads from Europe, our signature 18K gold-plated trinkets and precious natural stones such as amethyst, tiger’s eye, agate and moonstone. The E.K.J Project is the first brand in the world to mix high-grade, Austrian crystals with other precious stones and refined handblown beads. I believe that these materials create unique and beautiful textures on our Couture Wristlets, with a whimsical twist.

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How long does it usually take to make a Couture Wristlet?

EK: I make every single one of our E.K.J Couture Wristlets myself. I treasure the details and refinement of making my own designs by hand. A single phone strap could take between one to three weeks to make. Each one has to fall almost symmetrically and with a pendulum effect, which is very special to the brand and allows it to be worn as a bag charm as well. 

What are some of your bestselling designs?

EK: They are my My Pink 2022, Mr Ducky, and the Panda Express Love Limited Editions and Strawberry Supermoon wristlets. 

What are some interesting custom designs you’ve made?

EK: I did a take on the seven chakras, but using Austrian crystals and handblown Turkish evil eye beads. I’ve also made a few handblown glass animals, such as combining three cats and one dog onto a wristlet and making them balanced.

What are your favourite ways to style the phone straps?

EK: I like to change my phone covers to match my E.K.J phone straps. Our phone is the closest thing to us everyday, and I think having a beautiful and glimmering phone strap dangling from it can make us happy in the most simplest way. Sometimes I also like to use the strap as a bag charm to give an extra “oomph” to my bag.

Tatler Asia
Above E.K.J Project founder Erlina Katuari shows off a Couture Wristlet
Tatler Asia

Do you plan to do any collaborations in the future?

EK: Yes. We have a few upcoming collaborations in the future, and we’ve done one with a local fashion brand, What’s Love Co.

What are you working on next?

EK: I hope to make these phone wristlets more avant-garde, not just your typical phone lanyard. I want to push the boundaries and turn it into a statement accessory that we can use everyday. I hope to work with artists to push the artistry of the E.K.J Couture Wristlets, and eventually launch a website as well.

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