YSD is a high-end design brand founded in 2017 with a focus on beautiful simplicity and striking aesthetic. The YSD name is an amalgamation of the 3 designers who came together and founded the brand; Jialu Yuan, Smriti Jain, and David Goncalves Rivera. They first met at university while studying the same course, it was only on a student residency trip to Italy that the 3 first got together as a team to create a product for a client. The concept product was received well and it was then that the trio recognized how well they worked as a design studio with potential for more. Their work was picked up by Wallpaper* Magazine and published the work on the 2018 Graduate Directory "Future Generation".