Melbourne Jewellery Brand Faces Intense Criticism Over Controversial Advertising Campaign
A boutique jewellery brand based in Melbourne has been subjected to severe public condemnation following the release of an advertising campaign that many viewers interpreted as mocking drug addiction and homelessness. The promotional video, which has since been deleted, was created by S-kin Studio and featured a woman lying face down on a pavement with her handbag contents scattered around her.
Outrage Over Dehumanising Imagery in Marketing Material
The controversial advertisement, captioned 'I found her like this', showed another woman approaching the prone figure and stealing a jewellery case that was lying nearby. This imagery prompted immediate backlash across social media platforms, with critics accusing the brand of exploiting vulnerable situations for commercial gain.
On the Facebook page Tea Time, where screenshots from the promotion were shared, one commenter expressed disgust, stating: 'That's vile. The way society dehumanises homeless people and homelessness is disgusting.' Another participant in the discussion thread added: 'It's incredibly demeaning and offensive that this is the desperation that they will think will help sell their product.'
Brand Founder Issues Public Apology Following Backlash
Chi Mai, the co-founder of S-kin Studio, was compelled to post a formal apology after the widespread criticism emerged. In a video message shared on Instagram, Mai explained that the advertisement was intended to follow the popular 'trip and fall' trend used by content creators, but acknowledged that the execution had been profoundly misguided.
'Earlier today, we posted a video about our Gold Mini Vault launch,' Mai stated. 'The trend format we used came across as poking light of homelessness, and that is genuinely tone deaf and not okay. I am so sorry. As the founder, this is on me, and intention or otherwise, we got it wrong.'
The entrepreneur confirmed that the video had been removed and that the company was implementing new content review procedures to prevent similar incidents in the future.
Mixed Reactions and Brand Background
While some social media users defended the advertisement as harmless humour, suggesting the woman might simply be suffering from a hangover after 'a big night out', others maintained that exploiting vulnerable situations for marketing purposes remained unacceptable regardless of intent. One commenter responded to Mai's apology by noting: 'As someone who hasn't seen the tripped and fell trend, my first thought was indeed a homeless person.'
S-kin Studio was founded in 2018 by Hanoi-born Chi Mai, who moved from Vietnam to Australia to study commerce at Melbourne University. The thirty-year-old entrepreneur began her jewellery business without formal training, learning techniques through YouTube tutorials before experimenting with pieces ordered from a United States wholesaler in her Melbourne home's spare bedroom.
The brand specialises in gold-filled accessories designed to resist tarnishing in water and suitable for sensitive skin. In 2024, Mai expanded the business by opening a boutique location in the Melbourne suburb of Hawthorn, marking a significant milestone in the company's development prior to the controversial advertising incident.
