A question that I often get asked regarding aaina & co is that how did I come up with the idea to create jewellery with a soulful message? The first and foremost idea that I had in my mind was that aaina & co was not going to be a mainstream jewellery brand, there shall be more to it than that. I've always wanted to promote positivity, and incorporating that into my brand was a perfect idea. But how did I come up with all of this? Here's the whole story.


It all started with my passion for yoga. I love practising yoga, it not only calms the body down but refreshes your soul as well. One day, after a yoga class, my gaze suddenly fell on my bare arm. It seemed empty, and it felt like there should be something there that reminds me of a thing that is very dear to me. Thinking back to my favourite yoga pose, the Reverse Warrior in which the right arm is held up, something should be there when I looked up to my wrist while doing yoga.


The said piece definitely had to be small so that it wouldn't disturb the wearer whilst doing yoga. This was because I personally take all the jewellery off, even the watch during a yoga class. This brought me to the idea of creating cord bracelets which had to be one-size-fits-all for convenience and use by all genders and sizes. Incorporating a charm symbol into my cord bracelets was to remind the wearer of something beautiful about life.


My first symbol ever was the "Star" and I actually never knew what the star symbolized! But ever since I was a little girl, I've loved stars-and angels. I did some research, looking into the symbolism behind a star, and found out that stars are often used to symbolize light, hope, heavenly bodies, purity and good luck. In dreams, a shooting star is a sign of self-fulfillment and advancement in life. Stars may also symbolize a big change or turning point in a person's life, this means infinite possibilities! 


Along with that, I had to decide the look of the cord for the bracelets! I decided that the colours that I had to choose should be natural and simple as they had to go with daily fashion. Since it is difficult to take the bracelets off and put them back on again, it’s best that you can wear them 24/7. Therefore, my bracelets had to be decent and convenient at the same time.


All of these ideas were combined into one single purpose and motivation, and that's basically how aaina & co was born! 


A big thank you for the amazing pictures goes to my gorgeous friend Sara Senn.



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