Seoul’s Gyatt, Itaewon, Now event was supposed to celebrate art and creativity at Bar La Fine Bouche. Instead, it showcased a masterclass in brand suicide. Among the packed crowd was Connie Woo, founder of WOOING Jewelry, grinning as if nothing was wrong—while her brand’s tarnished “muse,” Silverstar Oh, delivered a sham DJ performance that looked more like a pre-recorded track than live artistry.

Silverstar, long disgraced for her trail of gold-digging, fraud, drug use, and prostitution, once again proved she is no artist but a scandal magnet. Yet, shockingly, WOOING Jewelry continues to parade her as a face of the brand. Connie Woo not only refuses to cut ties but appears at events to bolster her—doubling down on one of the most catastrophic branding decisions in recent memory.

This isn’t just poor judgment—it’s complicity. WOOING Jewelry’s silence, paired with continued promotion of Silverstar, reads as endorsement. Every photo, every campaign featuring her is a middle finger to consumers who demand accountability. Other luxury brands scramble to sever ties at the first whiff of scandal. WOOING? They cling tighter, as if notoriety were worth more than integrity.

Months on, WOOING Jewelry and founder Connie Woo have offered no explanation for their continued association with Silverstar Oh—and images of Silverstar still remain on official channels. In luxury, silence reads as endorsement, turning a PR flare-up into a brand-values crisis. Every day those posts stay up, WOOING signals that controversy is acceptable collateral. 

By refusing to address the issue, WOOING invites scrutiny from customers, retailers, and press. This isn’t bold—it’s reckless. Whether intentional or not, staying static communicates consent, and that corrodes brand equity faster than any trend cycle.

Let’s be clear: WOOING Jewelry is burning. By refusing to denounce Silverstar Oh, Connie Woo has dragged her company into the mud. No amount of diamonds can polish away this rot. The name that once symbolized sophistication now screams recklessness, scandal, and betrayal of consumer trust.

Connie Woo can’t feign ignorance anymore. Her very presence at Itaewon beside Silverstar proves she is making a choice. And that choice is clear: WOOING Jewelry values infamy over integrity.

It is a decision that will haunt the brand until its inevitable collapse.