Eight months after announcing its closure, The Mindful Company returns with renewed strength with “Begin Again”, its first collection after being acquired by Trixie Khong, Brand Founder of local jewellery brand, By Invite Only. The home-grown jewellery brand embarks on fresh beginnings with the new collection, which consists of new braid colours as well as the addition of meaningful gemstones and phrases.
Trixie remains committed to the brand ethos and social mission that former owners and founders of The Mindful Company, Ciara Yeo and Lim Wen Ling, set out to establish. Through its new additions, the collection, which also brings back some of the brand’s previously well-loved pieces, strengthens the brand’s purpose to promote mental well-being and kindness through jewellery.
“2020 has been a challenging year for many. As The Mindful Company embarks on a new chapter, my team and I look forward to sharing our ups and downs in this journey of beginning again,” says Trixie. “With the launch of this new collection, The Mindful Company will continue to champion a community that embodies hope and kindness. Most importantly, this journey demonstrates that in the face of challenges and seemingly insurmountable odds, we can still come back stronger than before.”
To celebrate the brand’s revival in the midst of a pandemic, the collection introduces new phrases to the brand’s iconic Reminder Braid Bracelets, a series of braided bands engraved with purposeful messages for mindful living. New phrases such as “Don’t Give Up”, “Still I Rise”, and “Begin Again” encourage individuals to persevere through challenges and be unafraid of restarting and embarking on new journeys. Engravings of the semicolon, a representation of continuance and an affirmation against mental health issues, as well as the infinity symbol that represents simplicity and balance, are also part of the new collection.
Nine phrases from previous collections that long-time friends of the brand hold close to their hearts, such as “Ikigai” (a Japanese concept that translates to “a reason for being”), “Perfectly Imperfect”, and “Breathe” continue to journey with the brand in its new chapter. Alongside the new phrases are new braid colours, Pear, a calming, cool-toned green, and Natural, a comforting, warm and neutral beige. With the two additions, a total of six braid colours await in the charming new collection. The Reminder Braid Bracelets can also be personalised with a name or phrase of choice, which makes them the perfect, intimate and thoughtful gift.
The collection introduces four new gemstones, each carefully curated to represent traits aligned with the brand’s new beginnings: Moonstone for new beginnings and a calm, peaceful mind; Labradorite that signifies transformation, strength and perseverance; Rhodochrosite for emotional healing and self-love; and Lapis Lazuli for self-awareness and expression. Five gemstones from previous collections, Black Agate, Amazonite, Black Tourmaline, Amethyst, and Rose Quartz are here to stay. Instead of a previous one-size-fits-all, bracelets are now available in a smaller new size, petite, and its usual size, regular.
The Mindful Company has also resumed sharing monthly wallpapers (on its social media platforms) with encouraging and mindful quotes that friends of the brand have always looked forward to and drew strength from. With a dedication for the brand to be part of a community of hope, kindness and mindfulness, Trixie and her team have been and will continue to initiate two-way conversations with the community.
The Mindful Company’s new collection launched on 15 October 2020, consisting of the Reminder Braid Bracelet (S$58) and the Reminder Gemstones (S$68), both with complimentary engraving for a personalised touch.
