Attire Accessories - Nov/Dec 2019 (Issue 79)

UP AND COMING 79 It’s no secret that consumers love brands with a story, and having started as an online blog, affirmation company Soul Analyse’s launch into jewellery is an interesting one… HEART AND You’re a fairly new brand to market – what was the inspiration behind the launch? Soul Analyse initially began as a blog to remind people of their strength and worth. In 2016, when the blog was a year old, we launched The I AM Range. We wanted to offer our audience powerful reminders that they could take with them everywhere, and that’s where the inspiration was formed. What were your initial products and why did you choose those particular items to develop? When we launched The I AM Range, we started with just three bracelets featuring the statements: ‘I am’, ‘I am present’ and ‘I Am thankful’. ‘I am’ is our signature bracelet. Although ‘I am’ is a statement on its own, the words that follow shape our reality, and this is something we wanted to raise awareness about. We designed the other two bracelets because we wanted to encompass gratitude and mindfulness into the range. There are now over 40 designs. What challenges did you face when starting the business and how were they overcome? Soul Analyse was self-started and we didn’t anticipate The I AM range becoming so popular so quickly. This caused us to have cash-flow issues early on and we had to become innovative about our marketing approach. We found collaborations, particularly on Instagram, to be key in helping us get the product out there. We collaborated with some of the biggest names at the forefront of the body positivity movement, along with well- known celebrities, and as a result, got seen by millions of people.