For jewellery brand, The Mindful Company, designing and making meaningful modern jewellery is about helping people celebrate the ups, be resilient through the downs, and embrace the crazy loops and changes. Each piece is inspired by the community―real, purposeful women and men.
The launch of the company in 2015 was actually a’ happy accident’. “We started it as a side project to encourage the people around us,” says the team.
“We started creating the Reminder Cuffs―cuffs with words on them―so that our friends could wear them to work without anyone being able to see the word except the wearer. The Mindful Company grew out of this one product.”
Each piece is designed by the team. They start with a message in mind, and think about how this message can be translated into a jewellery piece that will be a meaningful addition to someone’s everyday life. “We’re focused on creating modern, quality jewellery―with a hint of timelessness―that we hope the wearer will treasure and wear every day.
“Rather than starting with trends, we’re focused on the message and how it will positively impact someone’s everyday life. Each piece comes with its own card, with its meaning written on it. We hope this reminds the wearer that each piece is more than just another piece of metal―it’s an encouraging reminder of the importance of living a full and mindful life. We’re also believers in considered design, and use recycled packaging and materials wherever possible.”
Because of its message, The Mindful Company’s jewellery, which is available from wellness, lifestyle, design and fashion retailers, makes a great gift for very different reasons.
“We’ve heard harrowing stories of battling drug addiction, terminal cancer, retrenchment, and attempted suicide, and at the same time celebrated with our customers for anniversaries, promotions, birthdays and baby showers.”
The brand believes in doing the right thing and is involved in non-profit work―“witnessing the personal growth of young beneficiaries and the non-profit teams we’ve worked with has been rewarding”―and is a registered Social Enterprise with raiSE Singapore due to the mental health advocacy work the team does.
“To date we have launched four campaigns with the Singapore Association for Mental Health and Samaritans of Singapore. These campaigns aim to highlight the importance of furthering the conversation around mental health in our wider community. To celebrate and encourage those who have sought help, and to empower others to check-in with their friends and family if they think they may be struggling.
“There’s a social stigma attached to speaking about your feelings and struggles, and we’re hoping to add to the conversation that it’s okay to not always be okay. In fact, we have a Reminder Cuff that says ‘It’s Okay’, which is about being okay with the fact that you won’t always be okay.”
By Marion Gerritsen
