Our Story

As a woman with a background in law and literature, I have always felt a deep empathy for marginalized groups and a commitment to creating meaningful change through social projects. Yet, at times, it still feels like my efforts fall short.

We live in a world dominated by businesses and consumerism, which often overshadows the potential for real and fundamental societal change. Inspired by Mary Portas’s concept of the “kindness economy”, I realized I wanted to be part of a movement that prioritizes values over mere profit.

At New Kindness, I envision a platform for creativity and compassion—a vessel through which I can express my love for the world and treat every customer with gratitude and respect. My own frustrations with jewelry—rings that don’t fit, necklaces that fade, and pieces that irritate—have fueled my passion to create high-quality, thoughtful designs that empower and uplift.

As an independent small business, I recognize that there is still a long journey ahead in advocating for positive change, embracing a kinder approach to consumption, and collaborating with like-minded organizations. I invite you to join me on this journey, as together we can make a meaningful impact and foster a community rooted in kindness and authenticity.