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Ethos – Anitanja Lawaetz
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Anitanja Lawaetz

Our Ethos

Born out of a deep rooted connection to nature, the brand is heavily inspired by its tropical homeland. The stunning volcanic landscape of St. Lucia and variety of natural elements available, lends itself to creative and artistic expression.

After experimenting with diverse mediums, the personal and timeless nature of jewellery ultimately won us over.

However, we soon realized that the industry on the whole did not mesh well with our own values of social and economic justice and our desire to tread lightly on the planet.

We wanted to be able to create and share what we enjoy, but in a more sustainable way. Charting the course for a cleaner, greener and more equitable approach in the manufacturing and distribution of jewellery and other luxury items became an exciting and worthwhile endeavor.

Moreover, we felt that something so individual and so permanent should be produced in such a way that it could be worn and passed on with pride and conviction, knowing that it was conceived of and produced in the best way possible.

In many ways, jewellery is a personal signature. It can say a lot about who you are, and we felt that there is a growing number of people who want to make a statement which embodies their own values, lifestyle and aspirations.

Many people are still unaware of the true costs of a pretty piece of jewellery, or the indiscriminate actions of the fast fashion industry they are unknowingly supporting with an impulsive purchase.

Creating beautiful, timeless, and quality pieces of jewellery with great appeal is of course the foundation of our brand. We realize that not everyone will pay attention to the details. However, an important part of our brand is to educate our fans, and inspire more and more people to adopt a more discerning approach to buying. There is a growing community of conscious consumers who feel the need to identify with ethical brands, and with each other as partners in the quest to reconnect people back to a more harmonious relationship with nature and each other.

This is what truly matters, and it is our deepest hope that every industry and every human activity on this earth will eventually and gradually be transformed into something which we can all “wear” with great passion and pride.