About P I X I U


P I X I U is a small jewelry company based in New York City that is taking a new approach to social activism. The company was founded in 2016 by Ellen Su, a first generation Chinese American born and raised in Queens. On a trip to China many years ago, her mother gifted her an amethyst pendant carved into the form of a Pi Xiu, a Chinese mythological beast. According to the stories, the Pi Xiu is the child of the Heavenly Dragon and is a powerful creature that is fiercely loyal to its owner. With a mighty roar, it can drain the strength out of a thousand soldiers. It can eat demons and diseases to prevent them from causing chaos. And while the Pi Xiu is a mighty warrior,  it also has an insatiable appetite for gold and jewels, always looking to fill its belly with treasure. Thus, it is known for warding off evil spirits and attracting wealth.

Fascinated by the Pi Xiu's story, Ellen named her company after it with the hopes that her business will be able to adorn her customers with gold and jewels, all the while helping others in need.

Each year, Ellen picks a cause to raise money and awareness for. Each campaign is designed specifically with the cause in mind. In 2017, P I X I U set a goal of raising $1000 for Planned Parenthood through online sales of products and reached that goal shortly after a month. In 2018, P I X I U is organizing an artisan market with carefully curated products made by Asian Americans or inspired by Asian American culture. Proceeds from the market will be donated to Charles B Wang Community Health Center (CBWCHC), a non-profit organization that started out in 1971 as a group of volunteers hoping to provide health education and screenings to the medically under-served Chinese community in New York City. Since then, they have become one of the top federally qualified health centers that provides care to all members of the community, regardless of their ability to pay.


P I X I U was also a semi-finalist in the 1010 Wins & Canon Maxify Printers Small Business Grant Challenge.