THE STORY BEHIND THE SAYINGS

THE STORY BEHIND THE SAYINGS

It all started with WILL WORK FOR JEWELRY. I honestly don’t even remember what sparked it - probably just my lifelong obsession with diamonds and a half-joking moment of honesty.

I launched the first sweatshirt in early 2021, and after an overwhelming response, I dropped a full collection of cheeky, jewelry-inspired sweatshirts later that year. And just like that… a vibe was born.

So, how do I come up with the sayings?
I keep a running Word doc where I brain-dump all my thoughts - some spicy, some funny, some way too bold to ever see the light of day. It’s usually driven by my mood… which is how fuck love, give me diamonds came to life :) ... And Jewelry Is My Therapy? That one sat quietly on the list since 2021. It didn’t feel right… until it did.

The tone is always a mix of fun, cool, and just rebellious enough. I’ll sometimes want to push it even further, and then I remember -  this is going on a sweatshirt. People have to actually wear it in public. So I pull it back... (a little).

Before every drop, I do a mini strategy session with myself and comb through the list. I pick whatever makes me smirk. If it doesn’t make me feel something, it’s not going in. Then I run them by my friend Rachel — a total marketing badass (genius felt dramatic, let’s be real). She’s got razor-sharp instincts and always gives me the best gut-check feedback. Thank you, Rachel. I love you forever.

Once the sayings are locked, each one is hand embroidered and then sent to my expert digitizer of a gem, whom I adore deeply, and then, the files are sent to the factory to be machine embroidered. It's a process, but the details matter. 

Our top performers to date? WILL WORK FOR JEWELRY, I LIKE EXPENSIVE SHIT, JEWELRY IS MY THERAPY, and newly, DIAMONDS ARE MY LOVE LANGUAGE.

Apparently, we’re all aligned on one thing: loving expensive jewelry is a personality trait.

XX
Amanda