Nostalgia, Celestial Identity, and the Divine Feminine: BLOOMTINE is No Ordinary Jewellery Brand
Emerging brands often have a lot to answer for to defend their place in such a consumer-driven and brand heavy society, and BLOOMTINE do just that whilst rooted in a strong commitment to emotion, identity, and femininity.
By Amelia Defeo.
You’ve pledged your commitment to ‘reawakening the divine feminine’ through BLOOMTINE | Earth Angel HQ. How do you define, or perhaps redefine, the divine feminine?
The divine feminine and divine masculine are unique expressions of energy. A few of the traits associated with the divine feminine include heightened intuition, creativity, and a desire for authentic expression. In our experience, senses such as intuition are often underutilised or dismissed.
At BLOOMTINE we trust in our intuitive and creative abilities, which for us has been a guiding star. We believe the divine feminine should be studied and trusted, rather than relying on thought alone. The Art of Living institution in India is one of the few institutions that teaches us how to strengthen such senses. We believe reawakening the divine feminine will help us connect authentically with ourselves, others and Gaia.
There’s a strong brand identity associated with your company. Where did the concept come from? Do you remember the earliest point of inspiration?
Our founder has been ruminating over the brand for years prior to taking the plunge and following her heart. The entire branding process felt seamless, like a vision given material form as opposed to building from scratch.
Inspiration came after seldom finding jewellery that resonated at a deeper level or a brand that celebrated the divine feminine as we would. We believe you are magic, at the very least your jewellery should evoke feelings of it! We feel we are on the right path to achieving this with BLOOMTINE.
A ‘celestial identity’ is a major element of your brand. Why? What about this spoke to you?
Many scientists and spiritual teachers have inspired us in relation to this. Brain Cox and Rumi both allude to the fact that we are in effect ‘... stars wrapped in skin’. Knowing that we are derivatives of the universe and reminding ourselves that we are here experiencing this moment together can be empowering and a motivation to live life to the fullest.
At BLOOMTINE an ‘earth angel’ is anyone contributing in a positive way to Gaia or believes they are here to contribute to our evolution. We have built our largest collection in honour of this. We want everyone who shares such beliefs to feel a sense of belonging at BLOOMTINE.
Evoking emotions is a large component underlining Bloomtine, ‘gratitude and nostalgia’ being two prominent ones. What other emotions are associated with your brand?
We are all about feelings, everyone should attempt to feel incredible daily - life is too short! We firmly believe ‘we perform our best, when we feel our best’. BLOOMTINE jewellery intends to empower you by reminding you of your celestial identity, leaving you feeling invincible daily.
From the incredible feedback we have received to date, we know that our jewellery contributes to evoking feelings of magic, joy, awe/wonder, mystery and above all curiosity to learn more.
Following on from this, why are emotions such a major element in a material and consumer-driven industry?
Our jewellery has been designed to be worn daily, and to serve as a reminder of your celestial identity. Emotion is important to us as it impacts how we experience life, life should be experienced where possible with heightened emotions such as gratitude, love and magic. Wearing your jewellery daily, will serve as a reminder, which in turn will improve the quality of life experienced. For us, jewellery is more than a ‘material possession’, it’s an extension of who we are.
Having been taken on by Wolf & Badger, there is a clear commitment to sustainability with your company. Bringing a new brand into the world can be complicated in this day and age with regard to sustainability, what makes yours different?
At our stage it’s about making the right decisions within the remit available to us. The right decision is easy to make when caring for Gaia is a non-negotiable core value that we hold dear to us. As such, the vast majority of our jewellery uses salvaged materials, lab-grown diamonds, recycled packaging and above all we work with a small group of artisans who only create enough items to fulfil demand. With this in mind, we hope to attract a customer base who is understanding of this, and will respect the need for waiting lists and pre-order policies. Ultimately, our commitment is to be a leading example of good business practices, and to contribute to our world positively.
What is the future of Bloomtine? And more so - how does it fit into the increasingly conscious society that we’re evolving into, whilst simultaneously keeping up with the trend cycles that we see so constantly on social media?
In the immediate future, our priority is to develop our range and brand awareness. In the medium term, we will explore new horizontals such as clothing. In the long term we endeavour to establish our first flagship experiential store in the UK, with the view to bring this unique experience to other markets.
We advocate for conscious consumerism, and genuinely believe you just need a little of the right stuff. Hence, our pieces are seasonless, spiritual, sustainable and intended to be revered.
We believe trends don’t provide the deep rooted joy that arises from something you truly value. As such, we do not intend to jump on ‘trend cycles’, our pieces are copyrighted and one of a kind. Innovation is very much a part of us as a brand, we will continue to do so. However, this will not be at a pace that is inauthentic to us. We genuinely believe those who own BLOOMTINE pieces will absolutely adore the exclusivity and durability for years to come.
