This celebrity-endorsed jewelry brand gives back to charity
Awe Inspired is a socially conscious jewelry brand that celebrities love.
Meghan Markle recently wore the brand’s Woman Power necklace to Global Citizen’s VAX Live concert, while Taylor Swift, Kristen Bell, Selena Gomez, Madonna and others wore Awe Inspired gold and silver coins.
Awe Inspired was co-founded by triple breast cancer survivor Jill Johnson and her son Max Johnson. The mother-son duo were inspired to create refined jewelry that retrace multiple collections representing the wearer’s journey, symbolizing strength, individuality and empowerment.
The brand also gives back to charity. They have donated over $ 700,000 to their charitable partners, including the American Nurses Foundation and Cancer Care, with 20% of each sale going to an organization of each client’s choice.
Putting the pieces around the necks of prominent celebrities is no easy task. But the question is: how do they do it? According to co-founder Jill Johnson, the brand hasn’t paid any celebrities to wear their jewelry.
“It’s about getting the right gift in the right hands at the right time,” Johnson said.
Celebrities have linked up with the brand’s Goddess collection, which features goddesses like Athena, Cleopatra and Mulan. “There are a lot of celebrities who have received Awe and are buying more to gift their own teams and friends,” she said. “They want the people they love to have the same fulfilling experience of finding their inner goddess.”
For example, Madonna wears the brand’s Frida Kahlo necklace every day, according to Johnson, while Tyra Banks wore her Harriet Tubman piece during the Black Lives Matter protests in the summer of 2020.
During this time, Pose Star MJ Rodriguez owns a coin depicting LGBT activist Marsha P. Johnson. “It was especially emotional to see her wearing her Marsha ahead of her historic Emmy night,” Johnson said.
Other supporters include Selma Blair, who said of the brand: “Since I first received my Goddess Necklace, I have noticed how many Goddesses I love to celebrate and wear. They are a reminder of our greatness.
Demi Lovato is another longtime supporter of Awe Inspired, along with Sarah Jessica Parker and Kristen Bell, who owns the Joan of Arc necklace and Cardi B, who adores the Ruth Bader Ginsburg necklace.
The brand also has a pendant celebrating Vice President Kamala Harris in a special inauguration pendant (which Miley Cyrus was spotted wearing). “There is something deeply moving about seeing iconic and powerful women celebrated in a stylish and timeless way, and celebrities definitely attracted that,” Johnson said.
“Everyone is looking for symbols of strength, especially in this rapidly changing society moving away from organized religion and towards a more individualized spirituality,” she says. “Our business exploded during the pandemic because people were in pain and looking for things that made them feel good, including celebrities.”
The brand’s collection of goddesses includes portraits of historical figures such as Aphrodite, Demeter and Cleopatra, as well as more contemporary figures such as Marie Curie. This series was worn by Hilary Swank, Julianne Moore and Camila Cabello.
Often times, celebrities are given products to wear for special appearances and red carpets, but with goddess pieces, they’ve found basic pieces they can wear everyday that feel special and layered on top of everything. which they already have, ”says Johnson.
“Our brand’s mission is to help people wake up each day with gratitude for who you are,” she says. “There is something powerful about wearing an emblem of your inspiration near your heart. I want people to wear them while channeling the mind of a goddess as you approach the world with wonder, kindness, and resilience.