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.