Infinite Warrior growth playbook

Group reviews by stone in Judge.me (its product groups feature, or a "Reviews of our amethyst bracelets" block filtered by tag), so every amethyst bracelet shows all amethyst reviews; show the store total (538, 98% five stars) under the price; and send a review request with a photo prompt 14 days after delivery, as the bracelet has been worn.

Shoppers trust reviews of the stone and the maker more than of one design, and handmade one-of-a-kind listings will never collect many reviews each. Grouping turns the reviews already earned into proof on every page.

[ ] Tag each bracelet with its main stone
[ ] One review group per stone (start: lava, jasper, aquamarine, agate, amethyst, turquoise)
[ ] "Reviews of our <stone> bracelets" heading
[ ] Store total under the price
[ ] Review request at day 14 with photo prompt
[ ] Remove the duplicated long review

• A review of one design shown on another

  Label the block "Reviews of our <stone> bracelets".

• Mixed-stone bracelets

  Group by the first stone in the title.

• Your catalogueReview badges on the 15 "Shop All" pages (October 20, 2026): 174 of 297 product cards show no reviews and 81 show one; the best-reviewed bracelet has 10. On the homepage, five of the eight Libra zodiac bracelets show one review or "No reviews". Each bracelet design is its own listing, so reviews of the same stone are spread across dozens of pages.Source
• Your websiteHomepage (checked October 20, 2026): "handmade crystal bracelets, loose crystals + kits | USA made | lifetime warranty"; "each piece comes with an informational property card"; the reviews widget reads "from 538 reviews", 528 of them five stars (98%).Source
• Your catalogueProduct feed (read October 20, 2026): 415 products, 385 of them bracelets, from $2.99 to $214.96 (median $44.99), in 109 collections; 76 products were added in 2026. The most-stocked stones: lava (35 listings), jasper (34), aquamarine (34), agate (31), amethyst (31), turquoise (28).Source
• Your websiteHomepage review carousel (October 20, 2026): 8 of the 15 reviews shown come from one loyal repeat customer; one long review ("these bracelets have changed my life a little bit... take the quiz") appears twice, on two different products. Two of the recent reviews are for "Infinite Warrior Repair" ("I received wonderful customer service and had it repaired").Source

Rename the section "Shop by Intention" (calm, rest, grief, self-love, abundance, new beginnings), and rewrite the stone properties as traditions ("long associated with...") rather than outcomes. Remove disease names from collection titles and descriptions, keep the property cards' tone, and add one line on every page: "Crystals are not a substitute for medical care."

Customers buy intention and meaning, as the reviews show; framing that way keeps the brand's voice while making every page safe to advertise and share.

• Losing search traffic on condition terms

  Redirect every old URL and keep intention pages rich.

• Customers miss the old menu

  Keep the same stones in the same groups.

• Your websiteThe main menu has a "Top Afflictions" section listing Arthritis, Cancer Fighter, Fertility, Gut Health, Headaches, Immunity, Inflammation, Insomnia, Migraines, Thyroid and Vertigo (and Anxiety, Depression, Grief and Sobriety under Mental). Product descriptions include "Cancer fighter + destroys malignant tumors" (Mystic Amethyst Bracelet), "Reduces arthritis pain + joint problems" (Chocolate Obsidian) and "Aids thyroid deficiencies"; the FAQ says "you only need one stone for an ailment".Source
• FTC guidanceThe FTC's Health Products Compliance Guidance (December 2022) says health-related claims must be supported by competent and reliable scientific evidence, and it applies to any product marketed with health benefits.Source
• Your catalogueCollections: Men's Crystal Bracelets (130 products), Anxiety (213), Christian Bracelets, Birthstone and Zodiac bracelets, Crystal Bracelet Stacks (e.g. Turquoise Friendship Stack, $89.98), Freshwater Pearl Fine Collection ($54.99-$69.99), Crystal Kits + Raw Crystals (16), Selenite + Palo Santo cleansing kits (7).Source

Rebuild the chart as an HTML table (stone, colour, chakra, zodiac, birth month, intention) linking each row to the stone collection, and give each stone collection a short guide above the products with a FAQ. Keep the image as a downloadable PDF.

People search "what is labradorite good for", which the blog already targets; a readable chart links those searches to products.

• Repeating health claims

  Use intention wording from idea 2.

• Your websiteSeveral key pages carry no readable text: the Healing Stone Chart is one image (Healing_Stone_Chart_WEBSITE_V2.png, uploaded 2021); Retail Partner Locations is three images with empty alt text; the Christmas Vault page body is empty; the Crystal Quiz and Events + Shows pages are script widgets (Octane AI quiz, a calendar app).Source
• Your websiteContent: 86 blog URLs, newest January 8, 2026 (angel numbers, "What to Wear to a Baptism", citrine and labradorite guides); free Angel Number, Numerology and Life Path Number calculators; 12 zodiac pages; a "New + Full Moon Email Reminders" signup (Klaviyo form); a free fertility guide download; the Crystal Quiz banner on every page.Source
• Your catalogueProduct feed (read October 20, 2026): 415 products, 385 of them bracelets, from $2.99 to $214.96 (median $44.99), in 109 collections; 76 products were added in 2026. The most-stocked stones: lava (35 listings), jasper (34), aquamarine (34), agate (31), amethyst (31), turquoise (28).Source

Turn the page into a gift guide: under $40, under $60, stacks, for him (from the 130 men's bracelets), birthstones by month and gift cards; add gift wrap and a gift note at checkout, and the last order date for Christmas delivery.

Gift shoppers decide by budget and recipient, not by stone; a guide answers both in one scroll.

• Shipping cut-offs

  Show the date clearly.

• Your websiteSeveral key pages carry no readable text: the Healing Stone Chart is one image (Healing_Stone_Chart_WEBSITE_V2.png, uploaded 2021); Retail Partner Locations is three images with empty alt text; the Christmas Vault page body is empty; the Crystal Quiz and Events + Shows pages are script widgets (Octane AI quiz, a calendar app).Source
• Your catalogueCollections: Men's Crystal Bracelets (130 products), Anxiety (213), Christian Bracelets, Birthstone and Zodiac bracelets, Crystal Bracelet Stacks (e.g. Turquoise Friendship Stack, $89.98), Freshwater Pearl Fine Collection ($54.99-$69.99), Crystal Kits + Raw Crystals (16), Selenite + Palo Santo cleansing kits (7).Source
• Your catalogueProduct feed (read October 20, 2026): 415 products, 385 of them bracelets, from $2.99 to $214.96 (median $44.99), in 109 collections; 76 products were added in 2026. The most-stocked stones: lava (35 listings), jasper (34), aquamarine (34), agate (31), amethyst (31), turquoise (28).Source

Use Shopify draft orders (or hidden listings) for custom and Instagram Stories orders and send the customer a checkout link; hide the existing ones from search and collections.

Shoppers see a cleaner catalogue, customers' names stay private, and Stories sales still get tracked.

• Customers expect the old link

  Send a new checkout link.

• Your cataloguePrivate one-off orders are live in the public shop: four "IG Stories" listings titled with individual customers' first names appear in Shop All, a sign that bracelets are being sold from Instagram Stories and invoiced by hand.Source

If Yes changes the property card or packaging, say so ("Yes: we add a birthstone card"). Otherwise replace the option with an optional gift note and a birthstone card add-on, and put the wrist size guide next to the size picker.

Every unexplained choice on a product page is friction; a clear gift option can also raise the order value.

• Order data changes

  Map old variants to new options.

• Your catalogue220 bracelets offer 14 variants: seven wrist sizes (6.5 to 9.5) times a second option, "Is this being purchased as a birthstone piece?" (Yes / No), at the same price and with no explanation on the page of what changes. The size chart sits in the FAQ ("if you are in between sizes round up").Source

Add a Klaviyo flow for Infinite Warrior Repair orders: confirm receipt, offer a resize or an added charm at a small price while the bracelet is on the bench, suggest a matching stack piece shipped in the same envelope, and ask for a review when it returns.

A customer who sends a bracelet back loves it enough to keep it; that is the warmest moment to sell the next one.

• Feels like an upsell

  Lead with care and keep add-ons optional.

• Store policiesLifetime warranty: repairs are free "for life, at no expense to you other than shipping to + from", ordered through an "Infinite Warrior Repair" product; "at least half of the beads must be provided". Returns: "you can send it back within 7 days of receipt and exchange it for a piece that fits better". Orders "typically ship within 24-48 hours".Source
• Your websiteHomepage review carousel (October 20, 2026): 8 of the 15 reviews shown come from one loyal repeat customer; one long review ("these bracelets have changed my life a little bit... take the quiz") appears twice, on two different products. Two of the recent reviews are for "Infinite Warrior Repair" ("I received wonderful customer service and had it repaired").Source
• Your catalogueCollections: Men's Crystal Bracelets (130 products), Anxiety (213), Christian Bracelets, Birthstone and Zodiac bracelets, Crystal Bracelet Stacks (e.g. Turquoise Friendship Stack, $89.98), Freshwater Pearl Fine Collection ($54.99-$69.99), Crystal Kits + Raw Crystals (16), Selenite + Palo Santo cleansing kits (7).Source

Send a short email at each new and full moon: what the moon is about, how to recharge, one featured stone or stack, and a moon-ritual tip. Invite all buyers to the list after their first order, and offer SMS for the full moon.

Useful, ritual-based emails get opened, and a featured stone each fortnight turns the ritual into repeat orders.

• Too many emails

  Keep them short; let people pick new, full or both.

• Your websiteContent: 86 blog URLs, newest January 8, 2026 (angel numbers, "What to Wear to a Baptism", citrine and labradorite guides); free Angel Number, Numerology and Life Path Number calculators; 12 zodiac pages; a "New + Full Moon Email Reminders" signup (Klaviyo form); a free fertility guide download; the Crystal Quiz banner on every page.Source
• Store policiesLifetime warranty: repairs are free "for life, at no expense to you other than shipping to + from", ordered through an "Infinite Warrior Repair" product; "at least half of the beads must be provided". Returns: "you can send it back within 7 days of receipt and exchange it for a piece that fits better". Orders "typically ship within 24-48 hours".Source
• Your catalogueProduct feed (read October 20, 2026): 415 products, 385 of them bracelets, from $2.99 to $214.96 (median $44.99), in 109 collections; 76 products were added in 2026. The most-stocked stones: lava (35 listings), jasper (34), aquamarine (34), agate (31), amethyst (31), turquoise (28).Source

Add an optional birthday field to the signup form and checkout, and send a birthday-month email with the birthstone and zodiac picks and a small gift. Also send "gift for someone born in..." emails before each month starts.

Birthday emails are among the best performing flows in jewellery, and here the product itself is tied to the date.

• Few birthdays at first

  Ask existing subscribers with a quiz.

• Your websiteContent: 86 blog URLs, newest January 8, 2026 (angel numbers, "What to Wear to a Baptism", citrine and labradorite guides); free Angel Number, Numerology and Life Path Number calculators; 12 zodiac pages; a "New + Full Moon Email Reminders" signup (Klaviyo form); a free fertility guide download; the Crystal Quiz banner on every page.Source
• Your catalogueCollections: Men's Crystal Bracelets (130 products), Anxiety (213), Christian Bracelets, Birthstone and Zodiac bracelets, Crystal Bracelet Stacks (e.g. Turquoise Friendship Stack, $89.98), Freshwater Pearl Fine Collection ($54.99-$69.99), Crystal Kits + Raw Crystals (16), Selenite + Palo Santo cleansing kits (7).Source

Offer "email me my full reading", with the number's meaning, the matching stone and bracelet, and a welcome series. Add internal links from each angel number post to the calculator.

Visitors who just learned their number are the most open to a stone that matches it.

• Low intent

  Keep emails useful first.

• Your websiteContent: 86 blog URLs, newest January 8, 2026 (angel numbers, "What to Wear to a Baptism", citrine and labradorite guides); free Angel Number, Numerology and Life Path Number calculators; 12 zodiac pages; a "New + Full Moon Email Reminders" signup (Klaviyo form); a free fertility guide download; the Crystal Quiz banner on every page.Source
• Your catalogueProduct feed (read October 20, 2026): 415 products, 385 of them bracelets, from $2.99 to $214.96 (median $44.99), in 109 collections; 76 products were added in 2026. The most-stocked stones: lava (35 listings), jasper (34), aquamarine (34), agate (31), amethyst (31), turquoise (28).Source

Publish one guide a week, starting with the most-stocked stones (lava, jasper, aquamarine, agate, amethyst, turquoise), each ending in its collection and the stone's reviews; reuse each guide as a newsletter and Instagram carousel.

Steady, specific guides compound in search and give email and social something to share.

• Claims creep back

  Use intention wording.

• Your websiteContent: 86 blog URLs, newest January 8, 2026 (angel numbers, "What to Wear to a Baptism", citrine and labradorite guides); free Angel Number, Numerology and Life Path Number calculators; 12 zodiac pages; a "New + Full Moon Email Reminders" signup (Klaviyo form); a free fertility guide download; the Crystal Quiz banner on every page.Source
• Your catalogueProduct feed (read October 20, 2026): 415 products, 385 of them bracelets, from $2.99 to $214.96 (median $44.99), in 109 collections; 76 products were added in 2026. The most-stocked stones: lava (35 listings), jasper (34), aquamarine (34), agate (31), amethyst (31), turquoise (28).Source
• Social profilesInstagram @beaninfinitewarrior and Facebook "Infinite Warrior by Maria Panno"; a Podcasts page embeds Maria's guest episodes (including "Woo Woo Wednesday" and "Could your hobby turn..." on small-business shows).Source

Create a starter kit: 24 best-selling bracelets, a counter display, property cards and a QR code to reorder, at a set price. List studios within driving distance of Milwaukee and in yoga directories, send a sample bracelet with a letter, and send retailers to the Faire listing or a direct reorder page.

Practitioners sell to clients who already care about wellbeing, and a counter display sells without staff effort.

• Slow sell-through

  Offer an exchange of slow stones.

• Your websiteWholesale page: "Lots of ladies' boutiques, lifestyle stores, chiropractic + acupuncture offices, health clubs, and yoga studios house Infinite Warrior", ordering direct or on Faire, with a wholesale catalogue by email request. Retailer quotes: "a HUGE must at our spa", "I have it in our front window. Fast mover." Corporate gifts: $1,000 minimum, quantity discounts, stock ships within 10 business days, custom units up to 30 days.Source
• Your websiteOur Story: Maria, "founder + designer", named the brand after her yoga practice and teaching; "the classic hobby that became a business"; bracelets "are meant to be worn, not saved for a special occasion". 2026 brought a 12th Anniversary Collection. Bracelets ship from Milwaukee, Wisconsin; a Locals We Love page lists Milwaukee makers and cafes.Source
• Your catalogueProduct feed (read October 20, 2026): 415 products, 385 of them bracelets, from $2.99 to $214.96 (median $44.99), in 109 collections; 76 products were added in 2026. The most-stocked stones: lava (35 listings), jasper (34), aquamarine (34), agate (31), amethyst (31), turquoise (28).Source

Replace the images with a text list (store, city, state, link), add a map, and give each store a short line. Ask stockists to link back.

Local shoppers search "crystal bracelets near me"; a text list shows the brand in those searches and helps stockists.

• Out-of-date stores

  Check quarterly.

• Your websiteSeveral key pages carry no readable text: the Healing Stone Chart is one image (Healing_Stone_Chart_WEBSITE_V2.png, uploaded 2021); Retail Partner Locations is three images with empty alt text; the Christmas Vault page body is empty; the Crystal Quiz and Events + Shows pages are script widgets (Octane AI quiz, a calendar app).Source
• Your websiteWholesale page: "Lots of ladies' boutiques, lifestyle stores, chiropractic + acupuncture offices, health clubs, and yoga studios house Infinite Warrior", ordering direct or on Faire, with a wholesale catalogue by email request. Retailer quotes: "a HUGE must at our spa", "I have it in our front window. Fast mover." Corporate gifts: $1,000 minimum, quantity discounts, stock ships within 10 business days, custom units up to 30 days.Source

Add a stack builder: pick any three bracelets of the same size, save 10%, and see them together; suggest matching pieces on every product page.

Customers already stack; a saving and a visual make the third bracelet easy.

• Margin

  Cap the saving.

• Your catalogueCollections: Men's Crystal Bracelets (130 products), Anxiety (213), Christian Bracelets, Birthstone and Zodiac bracelets, Crystal Bracelet Stacks (e.g. Turquoise Friendship Stack, $89.98), Freshwater Pearl Fine Collection ($54.99-$69.99), Crystal Kits + Raw Crystals (16), Selenite + Palo Santo cleansing kits (7).Source
• Your catalogueProduct feed (read October 20, 2026): 415 products, 385 of them bracelets, from $2.99 to $214.96 (median $44.99), in 109 collections; 76 products were added in 2026. The most-stocked stones: lava (35 listings), jasper (34), aquamarine (34), agate (31), amethyst (31), turquoise (28).Source
• Your websiteHomepage review carousel (October 20, 2026): 8 of the 15 reviews shown come from one loyal repeat customer; one long review ("these bracelets have changed my life a little bit... take the quiz") appears twice, on two different products. Two of the recent reviews are for "Infinite Warrior Repair" ("I received wonderful customer service and had it repaired").Source

Create a men's landing page: matte and lava styles, sizes 8 to 9.5, photos on men's wrists, three picks by intention, and gift messaging for holidays and Father's Day.

Gift buyers want reassurance that the gift will suit him; a dedicated page gives it.

• Small audience

  Focus on gifting dates.

• Your catalogueCollections: Men's Crystal Bracelets (130 products), Anxiety (213), Christian Bracelets, Birthstone and Zodiac bracelets, Crystal Bracelet Stacks (e.g. Turquoise Friendship Stack, $89.98), Freshwater Pearl Fine Collection ($54.99-$69.99), Crystal Kits + Raw Crystals (16), Selenite + Palo Santo cleansing kits (7).Source
• Your catalogue220 bracelets offer 14 variants: seven wrist sizes (6.5 to 9.5) times a second option, "Is this being purchased as a birthstone piece?" (Yes / No), at the same price and with no explanation on the page of what changes. The size chart sits in the FAQ ("if you are in between sizes round up").Source

Load the quiz script only on the quiz page and pop-up trigger, remove user-scalable=no, fix the seven accessibility issues and compress the slider images.

Lighter pages help on slow phones and in Google's ranking, and zoom helps older customers read.

• Quiz pop-up breaks

  Test the trigger.

• Google PageSpeedHomepage on mobile (October 20, 2026): performance 52/100, lab LCP 18.5s, but real visitors pass Core Web Vitals (Chrome UX Report: LCP 1.6s, INP 126 ms, CLS 0.03). The page downloads 4.9 MB in 358 requests; the biggest third party is the Octane AI quiz script (877 KB) on a page that does not show the quiz; libraries include jQuery 1.10.1 and Bootstrap 3.3.7; the viewport sets user-scalable=no, which blocks pinch zoom; 7 accessibility issues.Source

Publish a DMARC record at p=none with reporting, check Klaviyo and Microsoft 365 pass, then move to quarantine.

Authenticated mail reaches inboxes more reliably and protects the brand name from spoofing.

• Blocking real mail

  Start at none.

• DNS checkbeaninfinitewarrior.com sends mail through Microsoft 365 and marketing through Klaviyo; SPF ("~all") and DKIM are set, but there is no DMARC record.Source
• Google sender guidelinesGoogle's email sender guidelines require bulk senders (5,000+ messages a day to Gmail) to publish DMARC, and ask every sender to set up SPF and DKIM.Source

Package an event gift: a bracelet in a pouch with a custom property card (event name, intention, logo), priced per head at 25, 50 and 100 guests. Pitch retreat organisers, yoga schools and wellness events.

Event gifts are bought in bulk, ahead of time, and put the bracelet on many new wrists at once.

• Lead times

  Quote 30 days for custom.

• Your websiteWholesale page: "Lots of ladies' boutiques, lifestyle stores, chiropractic + acupuncture offices, health clubs, and yoga studios house Infinite Warrior", ordering direct or on Faire, with a wholesale catalogue by email request. Retailer quotes: "a HUGE must at our spa", "I have it in our front window. Fast mover." Corporate gifts: $1,000 minimum, quantity discounts, stock ships within 10 business days, custom units up to 30 days.Source
• Your websiteOur Story: Maria, "founder + designer", named the brand after her yoga practice and teaching; "the classic hobby that became a business"; bracelets "are meant to be worn, not saved for a special occasion". 2026 brought a 12th Anniversary Collection. Bracelets ship from Milwaukee, Wisconsin; a Locals We Love page lists Milwaukee makers and cafes.Source
• Your websiteHomepage (checked October 20, 2026): "handmade crystal bracelets, loose crystals + kits | USA made | lifetime warranty"; "each piece comes with an informational property card"; the reviews widget reads "from 538 reviews", 528 of them five stars (98%).Source

Launch a monthly club: a new bracelet or a loose stone with its card, members-only first access to new designs, and free repairs shipping. Start with a capped founding group.

Collectors buy anyway; a club makes it predictable revenue and gives the studio a production plan.

• Churn

  Allow skips and swaps.

• Your websiteHomepage review carousel (October 20, 2026): 8 of the 15 reviews shown come from one loyal repeat customer; one long review ("these bracelets have changed my life a little bit... take the quiz") appears twice, on two different products. Two of the recent reviews are for "Infinite Warrior Repair" ("I received wonderful customer service and had it repaired").Source
• Your catalogueProduct feed (read October 20, 2026): 415 products, 385 of them bracelets, from $2.99 to $214.96 (median $44.99), in 109 collections; 76 products were added in 2026. The most-stocked stones: lava (35 listings), jasper (34), aquamarine (34), agate (31), amethyst (31), turquoise (28).Source
• Your websiteContent: 86 blog URLs, newest January 8, 2026 (angel numbers, "What to Wear to a Baptism", citrine and labradorite guides); free Angel Number, Numerology and Life Path Number calculators; 12 zodiac pages; a "New + Full Moon Email Reminders" signup (Klaviyo form); a free fertility guide download; the Crystal Quiz banner on every page.Source

Run monthly workshops at partner studios: a short talk on stones and intention, each guest builds a bracelet, and the studio keeps a share. Publish the dates, take bookings on the site and sell kits to take home.

Workshops create stories, photos and loyal customers, and give stockists a reason to reorder.

• Time cost

  Train an assistant to run them.

• Your websiteWholesale page: "Lots of ladies' boutiques, lifestyle stores, chiropractic + acupuncture offices, health clubs, and yoga studios house Infinite Warrior", ordering direct or on Faire, with a wholesale catalogue by email request. Retailer quotes: "a HUGE must at our spa", "I have it in our front window. Fast mover." Corporate gifts: $1,000 minimum, quantity discounts, stock ships within 10 business days, custom units up to 30 days.Source
• Your websiteOur Story: Maria, "founder + designer", named the brand after her yoga practice and teaching; "the classic hobby that became a business"; bracelets "are meant to be worn, not saved for a special occasion". 2026 brought a 12th Anniversary Collection. Bracelets ship from Milwaukee, Wisconsin; a Locals We Love page lists Milwaukee makers and cafes.Source
• Your websiteSeveral key pages carry no readable text: the Healing Stone Chart is one image (Healing_Stone_Chart_WEBSITE_V2.png, uploaded 2021); Retail Partner Locations is three images with empty alt text; the Christmas Vault page body is empty; the Crystal Quiz and Events + Shows pages are script widgets (Octane AI quiz, a calendar app).Source

Create a sacrament gift page (baptism, first communion, confirmation) with small sizes, crosses and a gift card; time emails and ads to spring.

Sacrament gifts are planned, repeat every year and are shared within families.

• Small niche

  Keep it a small page.

• Your websiteContent: 86 blog URLs, newest January 8, 2026 (angel numbers, "What to Wear to a Baptism", citrine and labradorite guides); free Angel Number, Numerology and Life Path Number calculators; 12 zodiac pages; a "New + Full Moon Email Reminders" signup (Klaviyo form); a free fertility guide download; the Crystal Quiz banner on every page.Source
• Your catalogueCollections: Men's Crystal Bracelets (130 products), Anxiety (213), Christian Bracelets, Birthstone and Zodiac bracelets, Crystal Bracelet Stacks (e.g. Turquoise Friendship Stack, $89.98), Freshwater Pearl Fine Collection ($54.99-$69.99), Crystal Kits + Raw Crystals (16), Selenite + Palo Santo cleansing kits (7).Source

Pitch 20 shows a quarter, offer a listener code, and add each episode to the Podcasts page and newsletter.

Listeners trust hosts; a code makes the result measurable.

• Few bookings

  Start with local shows.

• Social profilesInstagram @beaninfinitewarrior and Facebook "Infinite Warrior by Maria Panno"; a Podcasts page embeds Maria's guest episodes (including "Woo Woo Wednesday" and "Could your hobby turn..." on small-business shows).Source
• Your websiteOur Story: Maria, "founder + designer", named the brand after her yoga practice and teaching; "the classic hobby that became a business"; bracelets "are meant to be worn, not saved for a special occasion". 2026 brought a 12th Anniversary Collection. Bracelets ship from Milwaukee, Wisconsin; a Locals We Love page lists Milwaukee makers and cafes.Source