Founded in 1990 by Batul Loomans, the brand was born from a transformative journey to India in search of enlightenment. At the end of this life-changing experience, he created a heavy bracelet as a reminder to stay grounded, both spiritually and physically—and it worked.

The concept of rebirth is central to the brand, emphasizing that we are not only reborn at the moment of death but also at various milestones throughout life. Each of these moments—good, bad, and ugly—deserves to be celebrated, as they all hold invaluable significance in the development of one's personality.

At the brand’s headquarters in Amsterdam, talented designers draw inspiration from life's milestones to create unique design ideas. By using sustainable and high-quality materials, the jewelry is intended to accompany you throughout your life, becoming a lasting symbol of your journey.

The collection tells stories that celebrate life, provide guidance, and offer insights into its various ups and downs. These stories have the power to accompany you through important stages of your life, allowing you to carry a piece of your narrative with you wherever you go.

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