Soft Mountains was founded in 2017 by Ziwei Longhong (Nuosu ethnic group) and is located in London, UK and Shanghai, China. The founder and her team graduated from the London College of Fashion, Univeristy of the Arts London. In 2019, the brand was named by Vogue International as one of China's seven best new jewelry designer brands. The brand has appeared in global fashion publications Business of Fashion, ELLE and Wenhui Daily and other domestic and foreign media. With business partners at home and abroad, in 2020 Soft Mountains reached global cooperation with Net-a-Porter and Lane Crawford, high-end e-commerce companies in the UK.
As an independent designer brand, Soft Mountains is rooted in the unique and excellent traditional culture of China's ethnic minorities, working with skilled craftsmen in the southwest region to give new languages and expressions to traditional skills with new perspectives and ways.