Passion Jewelry and Cinta Laura Launch the Baddie Collection

Celebrating Passion Jewelry’s 21st anniversary, this collaborative collection, developed from the Bamboo Collection and designed by Airyn Tanu, Founder & COO of Passion Jewelry Group, celebrates women who no longer make themselves smaller to fit into a room.

Marking its 21st anniversary, Passion Jewelry officially launches the Baddie Collection, a collaborative jewellery collection with its Brand Ambassador, Cinta Laura. Designed by Airyn Tanu, Founder & COO of Passion Jewelry Group, Baddie is created for women who have stopped changing themselves to fit their circumstances: not louder, not smaller, just certain. Comprising five designs crafted in 18K gold and natural diamonds, the collection was introduced during a press conference at 4:30 PM WIB, followed by The Grand Launch Event at 6:00 PM WIB at Le Cirque Bar SCBD, Jakarta, on Thursday, 5 November 2026.

From Bamboo to Baddie: The Same Roots, A New Attitude

Baddie draws inspiration from the Bamboo Collection, one of Passion Jewelry’s signature collections. Bamboo stands tall, bends without breaking, grows one segment at a time, and becomes stronger each time it withstands a storm. The same philosophy forms the foundation of Baddie: strength, growth, and resilience, always expressed with style. Just as bamboo grows segment by segment, Baddie is constructed chain by chain. Same roots. New attitude.

From a design perspective, Baddie is built around contrast. Gold gives each piece its structure, flexible chains bring movement, and diamonds are placed precisely where the two meet. Structure without a chain feels rigid, while a chain without structure feels disconnected. Baddie represents the balance between the two: boundaries defined by gold and the freedom to move within them. This balance reflects the Baddie woman herself, embodying the strength she builds and the freedom she earns.

Designed by the Founder, Brought to Life by the Brand Ambassador

“Bamboo has always been a symbol closely associated with Passion: flexible, yet never breaking. Through Baddie, I wanted those same roots to grow with a new attitude, representing women who know who they are and no longer feel the need to adjust themselves to meet other people's expectations,” said Airyn Tanu, Founder & COO of Passion Jewelry Group. “Cinta is the most genuine embodiment of that spirit. She is strong without having to be tough, and confident without having to diminish others.”

As Passion Jewelry’s Brand Ambassador, Cinta Laura now takes her partnership a step further through this collection collaboration.

“For me, being a baddie does not mean being ‘mean’. It means no longer apologising for being yourself,” said Cinta Laura. “Not louder. Not smaller. Just certain. That is how I feel every time I wear Baddie, and that is what I want to share with every woman.”

Five Designs, One Attitude

The Baddie Collection features five designs crafted in 18K gold and natural diamonds, with prices ranging from IDR 11,999,000 to IDR 39,999,000. Each piece can be worn individually or layered to create a bolder look, such as the ear stacks and bangle stacks that Cinta incorporates into her everyday style.

All designs are crafted using 18K gold and natural diamonds.

The Baddie Collection has been available since 5 November 2026 at all Passion Jewelry and Passion Privé boutiques, through the official website at www.passionjewelry.co.id,

and via Passion Jewelry’s official stores on Shopee, Tokopedia, and TikTok Shop.

The Grand Launch

The Baddie Collection launch began with a press conference featuring Airyn Tanu and Cinta Laura at 4:30 PM WIB, followed by The Grand Launch Event at 6:00 PM WIB, attended by celebrities, influencers, and selected guests.

The launch evening showcased the Baddie Collection while also celebrating Passion Jewelry’s 21st anniversary together with its Friends of the House.