As technology and artificial intelligence advance at an unprecedented pace, Kristal Choi has deeply contemplated a vital question as an artist and designer: “How can we preserve the essence of our world while continuously conveying enduring positivity and hope in an aesthetically compelling manner?” This question has been fundamental to the establishment of BOAÉ and continues to shape its core values and vision.

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Colour has always played a crucial role in our lives. However, in today’s rapidly shifting landscape, many find themselves relying on a limited palette influenced by fleeting trends. Kristal envisioned a different approach. She sought to create a brand that embraces the full spectrum of the world’s colours, transcending traditional boundaries to empower individuals to rediscover the rich and diverse beauty surrounding them. BOAÉ is not merely a brand; it is a true artistic celebration of the world’s vibrant palette, crafted with uncompromising elegance and forward-thinking innovation.

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BOAÉ is dedicated to more than just the pursuit of beauty. The brand aspires to be a haven of healing and inspiration, igniting a spark of positivity in a world often marked by monotony. At its heart, BOAÉ’s philosophy is rooted in the belief that colour is not merely a visual element but a profound force that shapes our perceptions and emotions. Kristal meticulously captures the subtle nuances and distinct personalities of colours, harnessing their transformative power to create exceptional and impactful experiences.

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Kristal’s mission with BOAÉ is to redefine the role of colour in our lives. The brand aims to be a beacon of beauty that enriches the world with vibrant colours and embodies life’s positive values through art. As Kristal insightfully remarks, “Colour is not just about drawing attention; it is a fundamental element that shapes who we are.” With this vision at its core, BOAÉ is poised to weave joy, inspiration, and elegance through its exquisite colours, offering a fresh and enriching artistic experience.