Why we built a jewelry brand

Charities and shelters do incredible work. We chose a different role, the one we're good at: building a brand people love, and putting a message about these dogs in front of as many people as possible. The meals themselves are served by local partners who know the dogs in their area, and every meal is tracked and documented.

The message is simple: every dog matters. Too many dogs are forgotten, dogs who lost their family or never had one. We wanted to build a community of people who refuse to look away.

So we created a jewelry brand that exists for more than jewelry. Each bracelet helps us provide 10 meals to abandoned dogs, and it's made to start conversations: each time someone asks about your bracelet, more people hear about these dogs.